How do you calculate a conversion rate?

Divide the conversions by the number of things that could have converted, then multiply by one hundred. 50 conversions from 1,000 sessions is 50 / 1,000 x 100, which is 5.00%, or one conversion in every 20 sessions. The page prints that substituted division under the figure so the answer can be checked rather than trusted, and where a rate does not terminate it prints the plain fraction beside it: 1 conversion of 3 sessions is 33.33%, shown to two decimal places, with 1 / 3 written next to it.

Can I work backwards from a rate I already have?

Yes, in either direction. Set Solving to Conversions and the page multiplies instead of dividing: 3.2% of 12,500 sessions is 400 conversions. Set it to Denominator and it works the other way: 50 conversions at 5% needs 1,000 sessions. Where a rate does not land on a whole number, it says so in the working rather than rounding in silence, because a rounded count would be a different rate from the one you typed.

What is the difference between percentage points and percent here?

They are two different numbers for the same pair of samples, and this page prints both. Going from 5% to 6% is a rise of 1 percentage point, which is the subtraction, and a rise of 20% relative, which is that gap divided by the rate you started from. The same change is also turned back into conversions: 1,000 sessions at 5% would have produced 50 conversions, 10 fewer than the 60 the second sample had.

Why does it make me label the denominator?

Because a conversion rate is meaningless until you say what it is a share of. Sessions, visitors, ad clicks, leads and calls all produce a number called a conversion rate, and the same conversions divided by two of them give two different answers. The label you type, up to 24 characters, is carried into the sentences the page writes back and into the text the Copy button puts on your clipboard, so the figure arrives with its denominator attached. Six common labels are one tap away, and anything else you type is used as it is.

Can a conversion rate be more than 100%?

Yes, and this page computes it instead of refusing it. 1,200 conversions from 1,000 sessions is 120.00%, which is a real rate whenever one session can record more than one conversion, as an ecommerce order plus a newsletter sign-up does. The working line names it: it says the rate has passed 100%, and that where one session cannot do that, the two numbers are the wrong way round. That is a judgement only you can make, so the page makes it visible rather than making it for you.

What is a good conversion rate?

This page does not say, on purpose. A rate only means something next to the traffic source, the offer and the step of the funnel it came from, so a single published number would be wrong for most of the people reading it. What you get here is the arithmetic: the rate, the division that produced it, and the change between two of your own samples in percentage points and as a relative change, which is a comparison that holds because both sides of it are yours.

Do my numbers leave the browser?

No. The division happens in the page itself, with no upload, no account and no sign-up. What you last typed is kept in this browser so the page opens where you left it, and the Start over button at the top of the page forgets it. The site counts that this tool was opened and nothing else: not your conversions, not your denominator, and not any figure on the page.

Conversion Rate Calculator

A conversion rate is conversions divided by the thing they came from, so this page asks what that thing is: sessions, ad clicks, leads, calls, whatever the report in front of you calls it. Enter 50 conversions of 1,000 sessions and it prints 5.00%, with 50 / 1,000 x 100 written under the figure and one conversion in every 20 sessions spelled out beside it. Enter any two of the three numbers and it solves the third, so 3.2% of 12,500 sessions comes back as 400 conversions. Put a second sample next to the first and the change is reported both ways at once: 5% against 6% is +1 percentage point and also +20% relative, two correct answers to the same question that are mistaken for each other constantly. A rate above 100% is computed rather than refused, because one session really can record more than one conversion, and the page says so instead of hiding it. No account, nothing gated, and the numbers stay in your browser.

Conversion rate5.00%50 conversions ÷ 1,000 sessions · denominator labelled by you

Rate

5.00%

Conversions

Denominator

Solving

Divide by

50 / 1,000 x 100 = 5.00%. That is one conversion in every 20 sessions.

Conversion rate (solved)50 / 1,000 x 100 = 5.00%
5.00%
Conversionsas entered
50 conversions
Sessionsas entered
1,000 sessions

Compare a second sample

Sample A is the one above. Fill both boxes to see the change in percentage points and as a relative change, and what the gap is worth in conversions. Leave them empty and nothing is compared.

Sample B conversions

Sample B denominator

Points and relative change are two different numbers. Subtracting one rate from the other gives percentage points: 5% against 6% is one point. Dividing that gap by the first rate gives the relative change, and the same pair is 20% relative. This page prints both, side by side, because a figure reported as one of them and read as the other is the most common mistake made with this number. It computes your numbers and offers no benchmark, target or advertising recommendation.

Common questions

How do you calculate a conversion rate?: Divide the conversions by the number of things that could have converted, then multiply by one hundred. 50 conversions from 1,000 sessions is 50 / 1,000 x 100, which is 5.00%, or one conversion in every 20 sessions. The page prints that substituted division under the figure so the answer can be checked rather than trusted, and where a rate does not terminate it prints the plain fraction beside it: 1 conversion of 3 sessions is 33.33%, shown to two decimal places, with 1 / 3 written next to it.
Can I work backwards from a rate I already have?: Yes, in either direction. Set Solving to Conversions and the page multiplies instead of dividing: 3.2% of 12,500 sessions is 400 conversions. Set it to Denominator and it works the other way: 50 conversions at 5% needs 1,000 sessions. Where a rate does not land on a whole number, it says so in the working rather than rounding in silence, because a rounded count would be a different rate from the one you typed.
What is the difference between percentage points and percent here?: They are two different numbers for the same pair of samples, and this page prints both. Going from 5% to 6% is a rise of 1 percentage point, which is the subtraction, and a rise of 20% relative, which is that gap divided by the rate you started from. The same change is also turned back into conversions: 1,000 sessions at 5% would have produced 50 conversions, 10 fewer than the 60 the second sample had.
Why does it make me label the denominator?: Because a conversion rate is meaningless until you say what it is a share of. Sessions, visitors, ad clicks, leads and calls all produce a number called a conversion rate, and the same conversions divided by two of them give two different answers. The label you type, up to 24 characters, is carried into the sentences the page writes back and into the text the Copy button puts on your clipboard, so the figure arrives with its denominator attached. Six common labels are one tap away, and anything else you type is used as it is.
Can a conversion rate be more than 100%?: Yes, and this page computes it instead of refusing it. 1,200 conversions from 1,000 sessions is 120.00%, which is a real rate whenever one session can record more than one conversion, as an ecommerce order plus a newsletter sign-up does. The working line names it: it says the rate has passed 100%, and that where one session cannot do that, the two numbers are the wrong way round. That is a judgement only you can make, so the page makes it visible rather than making it for you.
What is a good conversion rate?: This page does not say, on purpose. A rate only means something next to the traffic source, the offer and the step of the funnel it came from, so a single published number would be wrong for most of the people reading it. What you get here is the arithmetic: the rate, the division that produced it, and the change between two of your own samples in percentage points and as a relative change, which is a comparison that holds because both sides of it are yours.
Do my numbers leave the browser?: No. The division happens in the page itself, with no upload, no account and no sign-up. What you last typed is kept in this browser so the page opens where you left it, and the Start over button at the top of the page forgets it. The site counts that this tool was opened and nothing else: not your conversions, not your denominator, and not any figure on the page.

Exact arithmetic: conversions divided by the denominator you name, with any one of the three solved from the other two. A change between two rates is reported both ways, in percentage points and as a relative change, because 5% to 6% is one point and also twenty percent and the two are read very differently. It computes your numbers and offers no benchmark, target or advertising recommendation.