Conversion Rate Calculator
This free conversion rate calculator turns visitors and conversions into an instant rate, or solves for the conversions you need, with real, sourced benchmarks so you know what good looks like.
Analyze a data set (paste or upload)
Paste rows from a spreadsheet, dashboard or CSV export - one row per period, with columns for visitors and conversions. A label column (like a date) is optional. Commas or tabs both work, so you can copy straight from Analytics, an ad platform or Excel.
The conversion rate formula
This free conversion rate calculator works out the share of visitors who take the action you care about. The formula is simple: conversion rate = (conversions / visitors) × 100. If 100 people out of 5,000 visitors buy, sign up, or submit a form, that is a 2 percent conversion rate. The tool does the arithmetic instantly, and it also works in reverse: switch to "Solve for conversions" and it tells you how many conversions you need from your traffic to reach a target rate.
Keep one action per calculation. A page can have several possible conversions, a newsletter signup, an add to cart, a purchase, but mixing them into one number hides what is actually happening. Pick the action that matters for this page, count it cleanly, and the rate means something.
What is a good conversion rate?
There is no single "good" number, because conversion rate depends heavily on where your traffic comes from and what you sell. As a rough orientation, most sites sit between 1 and 4 percent, and an overall average around 2 to 2.5 percent is common. The bigger story is the spread by traffic source: warm, intent-heavy channels like email and organic search convert far better than cold paid social.
| Traffic source | Typical conversion rate |
|---|---|
| 4.0% - 5.3% | |
| Organic search | 2.7% - 3.0% |
| Paid search | 2% - 4% |
| Paid social | 0.7% - 1.2% |
| Overall site average | 2% - 2.5% |
Source: Ruler Analytics 2026 (5M+ tracked conversions; it measures lead-gen form fills and calls, so its channel averages skew high) with First Page Sage (2023) B2C benchmarks for comparison. Last reviewed July 2026.
Industry matters too. In ecommerce, food and beverage stores tend to convert highest, often around 6 percent, while fashion sits nearer 3 percent. For a full breakdown by vertical, see our ecommerce conversion rate by industry benchmarks.
How to use this calculator
It takes about ten seconds:
- Enter your total visitors for the period you are measuring.
- Enter your conversions, using one clearly defined action.
- Read your rate, and check the bar to see roughly where it sits against a typical average.
- Need a target instead? Switch to "Solve for conversions" and enter the rate you are aiming for.
Your inputs are remembered on this device, and the "Share link" button copies a link with your numbers built in, handy for dropping a result into a report or a message to a teammate. Nothing you type leaves your browser.
A note on sample size
A conversion rate from a handful of visitors is mostly noise. Two conversions from twenty visitors reads as 10 percent, but flip a single visitor and it swings wildly. That is why the calculator warns you when the visitor count is very low. Wait for at least a few hundred visitors before you read much into a rate, and more if you are comparing two versions of a page.
Frequently asked questions
What is a good conversion rate?
Most sites land between 1 and 4 percent, with an overall average around 2 to 2.5 percent. It varies a lot by source and industry, so compare against your own channel rather than a single global figure.
How do you calculate conversion rate?
Divide conversions by visitors and multiply by 100. For example, 100 conversions from 5,000 visitors is a 2 percent conversion rate.
What counts as a conversion?
Whatever action you are measuring: a sale, a signup, a lead, a demo request, a download. Use one action per calculation so the number is clean.
Why is my conversion rate low?
Usually mismatched traffic, a slow or confusing page, unclear value, friction at checkout or signup, or a sample too small to trust yet. Fix the biggest friction first, then re-measure.
Is conversion rate the same as click-through rate?
No. Click-through rate measures clicks out of impressions; conversion rate measures completed actions out of visitors. Use our CTR calculator for the first and this one for the second.
Related calculators
Next step: Next in the funnel: what is each converted order worth (average order value), and is your ad spend paying back (ROAS)?
Working the full funnel? Pair this with the CTR calculator, ROAS calculator, engagement rate calculator, average order value calculator, churn rate calculator, email open rate calculator, and the ecommerce conversion benchmarks by industry.