4.00% is the example result. The converted events must belong to the eligible visitor or prospect population. Decide whether repeat events or unique people are counted.
Conversion rate expresses completed actions as a percentage of the visitors or prospects counted. Define the action first, such as a submitted form or a purchase. Use the matching audience and reporting window.
Choose one meaningful conversion event
A click, a form submission, a qualified meeting and a sale represent different stages. Use the event that answers your question rather than the easiest event to collect. Keep repeat actions consistent: several purchases by one person differ from the number of people who purchased.
Make funnel comparisons comparable
Review the traffic source, device mix, offer and observation period before comparing two rates. A percentage can improve because the audience changed. It cannot establish which page element caused the movement or whether an experiment produced a reliable result.
Check the denominator and downstream quality
Use visitors for a visitor-based rate and prospects for a prospect-based rate. Do not mix sessions in one period with people in another. A rate above 100% can indicate repeated events per person. Zero visitors makes the calculation undefined. Review lead or customer quality after the conversion event.
Example with the supplied inputs
Conversions: 120; Visitors or prospects: 3000. Result: 4.00%. The values are illustrative.
Compare one changed input
Conversions changes from 120 to 132. The result becomes 4.40%. All other inputs remain fixed.
Calculation rule
Result = (([Conversions]) ÷ ([Visitors or prospects])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Conversions | 120 | Use the source quantity represented by conversions. Keep the counted population fixed and avoid mixing a unit value with a period total. |
| Visitors or prospects | 3000 | Use the source quantity represented by visitors or prospects. Keep the counted population fixed and avoid mixing a unit value with a period total. |
Output: 4.00% is the example result. The converted events must belong to the eligible visitor or prospect population. Decide whether repeat events or unique people are counted. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Conversions, Visitors or prospects. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Conversions on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 4.00%.
Change Conversions from 120 to 132 while keeping every other value fixed. The result becomes 4.40%. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.