About the Conversion Rate Calculator
Conversion rate is conversions divided by visitors. This conversion rate calculator also multiplies conversions by average conversion value to show current revenue, then works out revenue at a target rate (visitors × target rate × value) and the difference between the two.
That uplift figure is useful when deciding whether a landing page redesign, checkout fix or CRO programme is worth the effort. Even a small change in rate can matter when traffic is large. Be consistent about the denominator: sessions and users give different rates, so pick one and use it every time you compare. Your inputs never leave your browser.
How to use it
- Enter visitors (sessions or users) and conversions for the same period.
- Add the average value of a conversion.
- Set a target conversion rate you think is achievable.
- Use the revenue uplift to prioritise CRO work.
Frequently asked questions
How do you calculate conversion rate?
Divide the number of conversions by the number of visitors and multiply by 100. 240 conversions from 12,000 visitors is a 2% conversion rate. Decide whether visitors means sessions or users and stay consistent. Most analytics tools, including GA4, can report both, and the two can differ quite a lot on sites with many returning visitors.
What counts as a conversion?
Any action that matters to your business: a purchase, lead form, sign-up, call or booking. In GA4 these are key events you mark as important. Calculate conversion rates separately for different goals, as mixing them hides what is really changing.
What is a good conversion rate?
It depends on industry, traffic source, device, price point and what you count as a conversion, so published averages rarely transfer to your site. The most useful comparison is your own rate over time and between pages, channels and devices.