Conversion rate = conversions ÷ interactions × 100How to use this calculator
- Choose the traffic definition that matches your report: interactions, clicks, sessions or visitors.
- Enter the conversion count and the matching traffic count from the same period.
- Switch calculation modes to estimate conversions from a target rate, or traffic from a conversion goal.
Worked example
An illustrative landing page receives 2,000 sessions and records 60 sign-ups. Its session-based sign-up rate is 3%. At that same rate, 100 sign-ups would require approximately 3,334 sessions, rounded up to a whole session. This assumes the rate stays constant.
Choose a denominator before comparing rates
A click-based rate divides conversions by clicks. A session-based rate divides by sessions, and a visitor-based rate divides by visitors. Those totals are not interchangeable. Use the selector to label your calculation and compare results only when the underlying definitions match.
Conversion rate versus click-through rate
CTR measures how many impressions turn into clicks. Conversion rate measures how the next part of the funnel performs after the relevant interaction. An ad can attract plenty of clicks while its landing page converts poorly, so use the CTR and CPC calculators alongside this tool to examine each step.
Can conversion rate exceed 100%?
It can when your report counts multiple conversion events for one interaction. If you need the share of visitors who converted, use unique converters and the corresponding visitor population instead. Check the platform’s conversion counting and attribution settings before interpreting an unusually high rate.
Reference: Google Ads: conversion rate and counting methods.
Common questions
What is the conversion rate formula?
Divide conversions by the matching traffic or interaction count, then multiply by 100. For example, 60 conversions from 2,000 interactions is 3%. Keep the period and conversion definition consistent.
Can I use this for ecommerce and lead generation?
Yes. Choose a conversion such as a completed purchase, qualified lead or sign-up. Enter the matching traffic count and make the chosen action explicit when sharing the result.
How do I calculate traffic needed for a conversion goal?
Traffic needed = target conversions ÷ conversion rate × 100, when the rate is entered as a percentage. The scenario cards round up to whole interactions. At a zero conversion rate there is no finite traffic estimate.
Is a higher conversion rate always better?
It depends on conversion quality and value. A broader, lower-value event may have a higher rate than a purchase. Compare the same goal and traffic mix, and check revenue, lead quality and acquisition cost as well.