Conversion Rate Calculator
Conversion Rate Calculator
We have provided a useful Conversion Rate Calculator below. Use it to work out your Conversion Rate as well as derive the number of clicks and conversions you would need to get a specific Conversion Rate.
Feel free to experiment with different scenarios in order to help you better understand this metric.
Conversion Rate Calculator
Enter the stats you know below.
Notes:
- Fill out any two of the metric boxes. Filling out all three will break the calculator.
- Don’t enter any special characters, such as £$!% etc.
- Results may be used for a benchmark. Entering optional info will show you a comparison of your results to the benchmark (when available).
What Does Conversion Rate Mean?
The Conversion Rate of a campaign is the percentage of people who completed an action/purchase/conversion out of the number of people who could have completed it.
For ads and emails, Conversion Rate refers to the number of conversions compared to the number of clicks (as a percentage). This type of conversion rate is sometimes called the “Click-to-Conversion Rate”.
For websites, Conversion Rate means the percentage of people who converted out of the number of visits. Visits is usually measured as sessions rather than users (as each session on a website is an opportunity for a conversion). In Google Analytics, this is the calculation that automatically takes place for Goals.
Conversion Rate Formula
The Conversion Rate equation is:
For Ads, Posts, or Links: Conversion Rate = (Conversions ÷ Clicks) × 100
or
For Websites: Conversion Rate = (Conversions ÷ Visits) × 100
Top Tip
The standard conversion rate helps you to work out the conversion rate of users, but not the conversion rate of specific pages. To do this you need to work out the Page Conversion Rate which, unfortunately, is not a standardised measure. If you need to calculate it, however, we recommend using Conversions divided by Unique Page Views.
Why can’t I use the normal Conversion Rate for individual pages?
You can use the normal Conversion Rate for traffic to your site, but not for traffic within your site. Conversion Rate is about people converting, not pages converting. You can filter the normal conversion rate by a specific landing page, but this will only answer the question: “If someone entered the site on this page, how likely were they to convert?”.
It will not answer the question: “If someone hits this page (in any manner), how likely are they to convert”. If you are driving people to a page on your site to get them to convert, you need a different type of conversion rate to measure your BoFu pages.
Page Conversion Rate can be a useful metric, but unfortunately, it is not standardised. This is because no matter how you measure it there are drawbacks. If you do conversions divided by sessions (which included a specific page) then you will include conversions that happened elsewhere. The same is true of using Conversions divided by Users – as a user will have visited many pages (and possibly have multiple sessions).
The best version of Page Conversion Rate
The best option (in our opinion) is to use Conversions divided by Unique Page Views (of the specific page). This is because people will often visit the same page multiple times (even with a single session). To put it another way:
- “Conversions divided by Unique Page Views (of the specific page)” answers the question: “how likely were people who visited this page likely to convert on this page?”
- “Conversions divided by Page Views (of the specific page)” answers the question: “how likely was a conversion each time this page loaded?”
While both of these are valid questions, the first (Unique Page Views) keeps the focus on people. This makes it similar to the “real” conversion rate, and therefore easier to understand. This is important when using non-standardised metrics as people instinctively will want to compare them to metrics they already have access to.
