Conversion Rate Calculator

Calculate conversion rate from conversions and visitors, sessions or clicks — and see how many visitors each conversion currently costs you.

Conversion rate2.11%
Visitors per conversion
47.44

Results update as you type. Values are kept in the URL, so you can share or bookmark this exact calculation.

How does this compare?

All Google Ads benchmarks
Your result2.11%
All industries8.18%

74% below All industries · Conversion rate

LocaliQ / WordStream, Search Advertising Benchmarks 2026 — 13,474 search campaigns, minimum 52 active campaigns per subcategory, 1 Apr 2025 – 31 Mar 2026. Figures are medians. Report · Published in USD

What this sample is

13,474 US search campaigns (Google Ads and Microsoft Ads), lead-generation heavy

  • Despite the 'Google Ads' title, the publisher describes the sample as search campaigns across Google Ads and Microsoft Ads.
  • Figures are medians, not means — the publisher notes this is to limit the effect of outliers.
  • Weighted to the agency's own customer base, which is SMB and lead-generation heavy.
  • The all-industry row is the publisher's own figure. It is not the mean of the rows above, and the two should not be presented as the same number.
  • Cost per acquisition is cost per lead in this report: Career & Employment and Health & Fitness both print $67.36, and Automotive — For Sale and Sports & Recreation both print $44.26. Verified as printed on the publisher's page.

Formula

Conversion rate (%) = Conversions ÷ Visitors × 100
Visitors per conversion = Visitors ÷ Conversions

How to read Conversion Rate

Conversion rate is the share of visits, sessions or clicks that end in the action you care about — a purchase, a lead, a sign-up. It is the multiplier that turns traffic into results, which is why a small change in conversion rate moves revenue as much as a large change in traffic.

Be explicit about the denominator. Conversions ÷ users, ÷ sessions and ÷ ad clicks give three different rates for the same campaign. Pick one definition per report and keep it, or comparisons between periods and channels become meaningless.

Frequently asked questions

What is a good conversion rate?
It varies by industry, traffic source, device and the action being measured. E-commerce purchase rates are commonly low single digits; lead forms on paid search can be far higher. Your own rate by channel, tracked over time, is the only benchmark that leads to good decisions.
Sessions or users — which should I use?
Use sessions when judging landing pages and campaigns (one visit, one chance to convert). Use users when judging the overall funnel over a longer window, since one person may visit several times before converting.
How many visitors do I need to detect an improvement?
That is a sample-size question, not a conversion-rate question. At a 2% baseline, detecting a relative 10% lift with 95% confidence needs tens of thousands of visitors per variant. A sample size calculator gives the exact figure for your numbers.

Conversion Rate by platform

CTR CalculatorCalculate click-through rate (CTR) from clicks and impressions for ads, search results, emails or any placement that is shown and clicked.ROAS CalculatorCalculate ROAS from ad spend and revenue, and find the break-even ROAS your campaigns must clear given your gross margin.Margin CalculatorCalculate gross margin percentage, markup percentage and profit per unit from cost and selling price. Understand the difference between margin and markup.