Conversion rate formula
Conversion rate = conversions ÷ eligible visitors or leads. Keep the numerator and denominator from the same audience and period.
Free conversion rate calculator
Calculate conversion rate and the value of an improvement.
Calculate conversion rate, cost per conversion, expected conversions after an improvement, and incremental gross profit.
How the calculation works
Use consistent inputs and keep the result in context.
Define the conversion
A purchase, qualified lead, booked call, signup, or activated user are different outcomes. Name the event clearly before comparing rates.
Check quality, not only volume
A higher rate can still reduce value if the added conversions have lower order value, poor retention, high refunds, or weak qualification. Pair the rate with gross profit and downstream quality.
Continue planning
Connect the number to the operating decision.
Use the result as a starting estimate, document the assumptions, and replace them with actual records as the business operates.