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Conversion rate calculator: what share of your visitors convert?

Enter your visitors (or sessions) and your conversions for the same period. Get your conversion rate, the visitors it takes per conversion and the rate per 1,000 visitors, with a what-if for changing either number. This is a free calculator on numbers you type: no signup, no email, and nothing you enter leaves your browser. The fields are pre-filled with an illustrative example; replace it with your own figures.

What this does not include: a benchmark, a verdict on whether your rate is high or low, or a rate by source. It divides the two numbers you type, and it cannot tell you where your conversions came from.

The pre-filled example

Replace these inputs with your own

4,800

Visitors or sessions

156

Conversions

What the example works out to

Conversion rate
(156 ÷ 4,800) × 100
3.25%
Visitors per conversion
4,800 ÷ 156
30.77
Conversions per 1,000 visitors
(156 ÷ 4,800) × 1,000
32.5
Visitors who did not convert
4,800 − 156
4,644

Example values, made up for illustration. Arithmetic on the two numbers typed, with no benchmark and no verdict on whether a rate is high or low.

Currency symbol

Display only, nothing is converted.

Example values

Visitors or sessionsThe number of visitors, or sessions, for the period. Count conversions the same way.ConversionsOrders, sign-ups or leads from those visitors, for the same period.

This divides the two numbers you typed; it does not say whether the rate is high or low, and it cannot tell you which source, campaign or page the conversions came from. One blended rate can hide sources that convert very differently, and that split is what attribution adds.

What if?

Optional. Type your own alternative for one or both of these inputs and the results are worked out again next to yours. What-if figures are arithmetic on numbers you typed: nothing here is suggested or assumed. A field left blank keeps your number from above, and with both blank nothing is worked out.

What if visitors or sessions wereYour own alternative to the visitors or sessions above.What if conversions wereYour own alternative to the conversions above.

Show the math

Conversion rate(conversions ÷ visitors or sessions) × 100With your numbers: (156 ÷ 4,800) × 100 = 3.25%
Visitors per conversionvisitors or sessions ÷ conversionsWith your numbers: 4,800 ÷ 156 = 30.77
Conversions per 1,000 visitors(conversions ÷ visitors or sessions) × 1,000With your numbers: (156 ÷ 4,800) × 1,000 = 32.5
Visitors who did not convertvisitors or sessions − conversionsWith your numbers: 4,800 − 156 = 4,644

The formulas

Shown, so you can check them.

Nothing here is proprietary and none of it is a benchmark. It is arithmetic on the numbers you typed.

Conversion rate

Conversions ÷ visitors (or sessions), times 100. The share of the traffic you counted that converted.

Visitors per conversion

Visitors (or sessions) ÷ conversions. The number of visitors counted for each conversion in this period.

Per 1,000 and did not convert

Conversions per 1,000 visitors is the same rate scaled up. Visitors who did not convert is visitors minus conversions.

Worked example

The pre-filled numbers, worked through.

Example valuesThe calculator opens on these illustrative values: 4,800 visitors or sessions and 156 conversions for the same period. They are made up for the example and are not a result for any site.

Conversion rate
3.25%
(156 ÷ 4,800) × 100
(conversions ÷ visitors or sessions) × 100
Visitors per conversion
30.77
4,800 ÷ 156
visitors or sessions ÷ conversions
Conversions per 1,000 visitors
32.5
(156 ÷ 4,800) × 1,000
the same rate, per 1,000 visitors
Visitors who did not convert
4,644
4,800 − 156
visitors or sessions − conversions

Before you type

Count both numbers the same way.

A conversion rate is only as meaningful as the two counts behind it. If the counts use different units, the rate is arithmetic on mismatched numbers, and when conversions come out higher than visitors the calculator shows no rate and says why.

One unit for traffic
Use visitors or use sessions, and use the same one throughout. A visitor can have several sessions, so the two give different rates.
One definition of a conversion
Pick what counts, for example paid orders only or sign-ups only, and count only that. A rate that mixes definitions does not describe either.
One period
Take the visitors and the conversions from the same dates. A conversion that lands after the period ends belongs to the next one.

FAQ

The questions that come up every time.

How do you calculate conversion rate?

Divide conversions by visitors (or sessions) and multiply by 100. For example, 156 conversions from 4,800 visitors is 156 ÷ 4,800 × 100 = 3.25%. Count the visitors and the conversions for the same period, and count them in the same unit, so the two numbers describe the same traffic.

Should I enter visitors or sessions?

Either, as long as you count conversions the same way. A visitor can have several sessions, so a rate worked out on sessions and a rate worked out on visitors are two different numbers. The calculator divides what you type and does not convert one into the other.

Why does the calculator show no rate when conversions are higher than visitors?

Because the two numbers are probably not counted in the same unit, for example conversions counted per event (every order or form submission) against visitors counted per session or per person. A rate worked out from that pair would be arithmetic on mismatched counts, so the calculator says so instead of showing one. Count both the same way and enter them again.

What are visitors per conversion and conversions per 1,000 visitors?

They are the same relationship written two other ways. Visitors per conversion is visitors ÷ conversions: 4,800 ÷ 156 is 30.77. Conversions per 1,000 visitors is conversions ÷ visitors × 1,000: 156 ÷ 4,800 × 1,000 is 32.5. Neither adds information beyond the rate. They are easier to read for some audiences.

Does the calculator say whether my rate is high or low, or where my conversions came from?

No to both. It divides the two numbers you type and says nothing about whether the result is high or low, because that depends on what you sell and who you send. It also cannot tell you which source, campaign or page the conversions came from. One blended rate can hide sources that convert very differently.

Are the numbers I type sent anywhere?

No. The arithmetic runs in your browser and nothing you type is sent to a server or stored. Copy link puts your numbers after a # sign in the link you copy, and the page removes that part from the address bar as soon as it has read it.

A calculator cannot tell you which source converted.

This works out the rate. Splitting conversions by the source that produced each one is the part that changes where effort goes — one script tag, 28 days free.

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