How to Calculate Conversion Rate
A clear guide to conversion rate formulas for websites, retail, sales teams and marketing campaigns.
Business tools
Business Calculators
Model conversion rates, CPC, CPM, cost per conversion, margins, returns, break-even points and cash flow questions.
Business calculators are strongest when the metric is defined consistently. A conversion rate, margin or ROAS result is only useful if the numerator, denominator and time period are clear.
Use these tools to test pricing, marketing and planning decisions before committing budget. Compare several scenarios so the final choice reflects risk, margin and cash flow as well as headline growth.
13 calculators
Check core business numbers for marketing, pricing, profitability, cash flow and customer value.
BusinessProfit MarginCalculate gross profit, profit margin and markup from cost and selling price.BusinessROICalculate return on investment from cost, return and optional time period.BusinessBreak-EvenCalculate the units and revenue needed to cover fixed and variable costs.BusinessMarkupAdd a markup to cost and compare markup percentage with profit margin.BusinessConversion RateCalculate website, ecommerce, sales, retail or marketing conversion rate, plus target uplift and value per visitor.BusinessConversion Rate IncreaseCalculate the extra conversions, uplift and value needed to move from your current conversion rate to a target rate.BusinessCPMCalculate CPM, cost per thousand impressions, CPC, CTR and cost per conversion for advertising campaigns.BusinessCash RunwayEstimate how many months a business can operate from cash balance, revenue and expenses.BusinessPayback PeriodEstimate how long an investment takes to repay its upfront cost from monthly benefit after ongoing costs.BusinessCost Per ConversionCalculate cost per conversion, CPA, conversion rate, revenue per conversion and ROAS from campaign spend and conversions.BusinessCPCCalculate CPC, cost per click, CPM, CTR, cost per conversion and ROAS from paid campaign data.BusinessLifetime ValueEstimate customer lifetime value from order value, purchase frequency, lifespan, margin and acquisition cost.BusinessROASCalculate return on ad spend, gross profit after margin and break-even ROAS.
Guides
Useful reading for business questions
Read the background, then move straight into the linked calculators when you need a result.
How to Calculate CPC
The cost per click formula, examples, and how to read CPC with CTR, conversion rate and cost per conversion.
How to Calculate CPM
The CPM formula for paid media, with examples for impressions, campaign cost, CPC, CTR and cost per conversion.
Cost Per Conversion Formula
How to calculate cost per conversion, CPA and break-even acquisition cost from campaign spend and conversions.
Website, Sales and Retail Conversion Rates
How to choose the right conversion rate formula for ecommerce, lead generation, sales teams and retail stores.
CPC, CPM, Conversion Rate and ROI Explained
A marketer's guide to the core metrics behind paid campaigns and performance reporting.
Profit Margin, Markup and Break-Even: The Business Basics
How to connect selling price, cost, margin, markup, break-even point and cash runway.
Cash Runway and Break-Even Planning for Small Businesses
How to connect monthly burn, break-even sales, margin and pricing decisions.
CPM, CPC and ROAS: Which Marketing Metric Matters?
How to read common paid marketing metrics together instead of judging campaigns from one number.
Why Good ROAS Can Still Lose Money
How margin, refunds, fulfilment costs and acquisition costs can turn a strong ROAS into weak profit.
Payback Period for Small Business Investments
How to use payback period alongside ROI, cash runway and break-even before committing to a business expense.