Conversion Rate Calculator

Measure the percentage of eligible visits that completed a defined action. The calculator counts a visit once even if that visit completes the same action several times.

Calculate conversion rate

Conversion rate = converting visits ÷ eligible visits × 100.

A baseline is optional. Compare rates with the same eligibility and counting rules.

Define eligibility and the action

Decide which visits belong in the comparison and whether the action is a purchase, qualified application, or another outcome. The numerator must be a subset of the denominator. Use matching dates, channel filters, and device rules for both counts.

Example: a higher rate can bring fewer conversions

48 converting visits out of 1,500 yield a 3.2% rate. If the next period has 36 converting visits out of 900, the rate rises to 4% while the total falls by 12. Compare volume and contribution alongside the rate before assigning a larger budget.

Combine segments using counts

For a blended rate, add converting visits across comparable segments and divide by their total eligible visits. Averaging segment rates gives a small segment the same influence as a large one. Compare like traffic and use a test or suitable comparison when estimating whether a redesign caused a change.

Why might conversions exceed visits?

You may be comparing a total event count with unique visits, using different time windows, or mixing session and user measures. For this tool, count visits with at least one action. If the business question concerns purchases per visit, report that as a separate metric.