Result
Conversion rate
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Conversion rate = number of target actions ÷ number of visitors × 100%. A value of 2.5% means that out of every 1,000 visitors, 25 complete the target action.
"Visitors" can be counted different ways — unique visitors, sessions, visits — and the result depends noticeably on the choice. To compare conversion across periods or pages, it's important to use the same definition throughout, not compare a session-based rate against a unique-visitor-based one.
Conversion rate ties directly into revenue planning: revenue = visitors × conversion rate × average order value. If a revenue target and the current conversion rate and average order value are known, the same formula gives the number of visitors needed to hit that target.