What this calculator does

Conversion rate measures how often an opportunity turns into the desired action. It can be used for ecommerce orders, sales calls, leads, trials or newsletter signups.

Formula used

Conversion rate equals conversions divided by visitors or opportunities, multiplied by 100. Estimated value multiplies conversions by the average conversion value.

How to read the result

Conversion rate is most useful when the numerator and denominator are clearly defined. Keep the same definition when comparing channels or time periods.

Assumptions

  • Assumes every conversion has the same average value.
  • Does not include refunds, repeat orders or attribution rules.
  • Works for any funnel where one action follows from a larger opportunity pool.

Sources and checks

This calculator uses a standard public formula. Where rules or thresholds can change, source links are listed on the relevant page.

Frequently asked questions

Should I use sessions, users or clicks?

Use the denominator that matches your question. For ecommerce site performance, sessions may be useful. For sales outreach, opportunities or calls may be clearer.