Conversion Rate Calculator
Calculate conversion rate from conversions and a total you define — visitors, sessions, clicks, or leads — with an explicit note that these denominators aren't interchangeable.
The total must be a whole number — visitors are discrete counted events. Conversions can be a decimal if your source data reports fractional attribution.
A conversion rate is only comparable to another conversion rate when the denominator means the same thing. "Conversions ÷ visitors", "conversions ÷ sessions", "conversions ÷ clicks", and "conversions ÷ leads" are four different, non-interchangeable metrics — a site with many repeat sessions per visitor, for example, will show a lower rate against sessions than against visitors for the exact same conversions. Always state which denominator you used when sharing a conversion rate.
Calculated entirely in your browser — nothing you enter here is sent to a server.
Conversion rate is the share of visits or interactions that resulted in a conversion — Conversion rate = Conversions ÷ Total × 100. What "Total" means changes the result: visitors, sessions, clicks, and leads are all valid denominators, but they're not interchangeable, so the same conversions figure produces a different rate against each one.
This is a different metric from CTR (which measures clicks against impressions, before any conversion happens) and from CPA (which measures cost, not rate).