How it works
Conversion rate measures conversions per selected visitor, session or click. Choose a denominator consistent with how your conversions are counted.
The formula
Keep currency, units and time periods consistent. Percentage inputs use percentage points (enter 5 for 5%). Results are rounded only for display; tiny nonzero values may use scientific notation. Undefined ratios are shown as unavailable.
Visitors: 20,000; Conversions: 500; Conversion rate: 2.50%; Target conversion rate: 3.20%; Target conversions: 640; Additional conversions: 140; Revenue: $40,000; Revenue / visitor: $2.00.
Calculation method
By default each traffic unit converts at most once. A purchase-event measure may permit multiple conversions; enable that explicitly before entering more conversions than traffic.
Interpretation
A percentage-point change is the difference between two percentage rates. Relative change divides that difference by the earlier rate, and is unavailable when the earlier rate is zero.
Limitations
Target revenue is illustrative and holds revenue per conversion constant. A changed conversion rate alone does not prove what caused the change or whether profit improved.
Method and reference sources
Method and content checked 2026-09-20. These sources provide background, not endorsement or professional certification. The formula and limitations above define this calculator.
- Google Ads — Campaign performance metricsAdvertising metric definitions; profit targets and attribution assumptions are supplied by you.
- SBA — Break-even pointContribution, variable costs and fixed-cost break-even context; tool-specific extensions are explained above.
Frequently asked questions
Can conversion rate exceed 100%?
It can when the numerator counts multiple events per traffic unit. Select that definition explicitly. A one-conversion-per-unit model cannot exceed 100%.
What is a worked example for Conversion Rate?
Visitors: 20,000; Conversions: 500; Conversion rate: 2.50%; Target conversion rate: 3.20%; Target conversions: 640; Additional conversions: 140; Revenue: $40,000; Revenue / visitor: $2.00.