How do I find conversion rate?
Divide conversions by traffic and multiply the result by 100. For 50 conversions from 2,000 visits, conversion rate is 2.5%.
Website & Marketing Calculator
Conversion Rate Calculator
Calculate website, ecommerce, landing page or paid media conversion rate from traffic and conversions — or work backwards to estimate conversions and required traffic. Enter any two metrics and leave the value you want to calculate empty.
1
Conversion Metrics
Enter any two fields and leave the metric you want to calculate empty.
Clicks, sessions, visitors or another traffic metric.
Purchases, leads, sign-ups or your chosen conversion.
Enter the percentage without the % symbol.
Compare your current conversion rate against a target.
Conversion Rate0%percentage of traffic that converted
On Target0%
Traffic0
Conversions0
Conversion Rate0%
Conversions Needed at Target0
Traffic Needed at Target0
Conversion Rate Formula
How to calculate conversion rate
Conversion rate measures the percentage of traffic that completes a chosen action. The action might be a purchase, lead, quote request, sign-up, booking or another event that matters to the campaign.
Conversion Rate = Conversions ÷ Traffic × 100
If a landing page receives 10,000 visits and generates 350 conversions, the calculation is:
350 ÷ 10,000 × 100 =3.5% conversion rate
The same formula works for website conversion rate, ecommerce conversion rate, paid media conversion rate and lead-generation conversion rate. The important part is defining the denominator consistently.
Website conversion rate calculator
For a website conversion rate calculation, traffic is normally a website metric such as sessions, users or visits. Conversions are the completed actions measured over the same date range.
Monthly Visits25,000
Purchases750
Website CVR3.00%
Keep the numerator and denominator aligned.
If conversions are counted from sessions, use sessions as the traffic base. If you calculate purchase rate from clicks, use clicks. Mixing clicks, sessions and users across different systems can create misleading rates.
Clicks, sessions, visitors or store traffic?
Conversion rate is a ratio, so the correct traffic metric depends on what you are evaluating.
Paid MediaConversions ÷ Ad Clicks
Useful for click-to-conversion analysis in Google Ads, Meta Ads and other advertising channels.
WebsiteConversions ÷ Sessions
Useful for landing page, ecommerce and website performance analysis.
RetailTransactions ÷ Store Visitors
The same conversion formula can be used with measured physical footfall and completed transactions.
Calculate expected conversions from a conversion rate
If you know traffic and the expected conversion rate, you can estimate conversion volume.
Expected Conversions = Traffic × Conversion Rate
20,000 visits × 4% =800 expected conversions
This is useful for media planning and landing-page scenarios, but it is still an estimate. A conversion rate observed at one traffic level does not guarantee the same rate after traffic volume, audience mix, offer or channel distribution changes.
Calculate the traffic needed for a conversion target
Required Traffic = Target Conversions ÷ Conversion Rate
1,000 target conversions ÷ 5% =20,000 required visits or clicks
PaidMediaKit's calculator can perform this calculation directly: enter conversions and conversion rate, then leave Traffic empty.
What is a good conversion rate?
There is no universal “good” conversion rate. A useful benchmark depends on the conversion action, industry, product price, traffic source, device mix, audience intent, geography and how the conversion itself is defined.
Do not optimize a conversion rate in isolation.
A higher rate can still produce worse business results if lead quality, order value, profit or downstream revenue falls. Compare CVR with metrics such as CPA, ROAS, AOV and qualified conversion volume.
Conversion rate vs click-through rate
CTRClicks ÷ Impressions
Measures how often an impression produces a click.
Conversion RateConversions ÷ Traffic
Measures how often traffic produces the desired outcome.
CTR and conversion rate describe different stages of the funnel. A campaign can have a strong CTR but weak CVR if the traffic does not match the landing page, offer or conversion action.
Related conversion and efficiency tools
Conversion rate calculator FAQs
Can I calculate conversion rate from clicks?
Yes. Use conversions ÷ clicks × 100 when click-to-conversion rate is the metric you want to evaluate.
Can I calculate website conversion rate from monthly visits?
Yes. Use conversions and visits from the same monthly reporting period, then divide conversions by visits and multiply by 100.
Can the calculator work backwards?
Yes. Enter any two of Traffic, Conversions and Conversion Rate, and PaidMediaKit calculates the missing metric.
Conversion Rate GuideWant the formula, examples and interpretation in one walkthrough?
Read the Conversion Rate Guide →