Conversion Rate Calculator
Work out your conversion rate, then see exactly how many extra conversions each target would take — so an improvement goal becomes a number rather than a hope.
Your numbers
Both figures must cover the same period.
Results
What each target would take
| Target rate | Conversions needed | Extra vs today | Extra revenue |
|---|
How it works
- Enter total visitors and total conversions for the same period. Both have to come from the same window or the rate is meaningless.
- The conversion rate appears immediately, along with how many visitors it takes on average to produce one conversion.
- The target table shows how many additional conversions each higher rate would need at your current traffic — and what that is worth, if you enter a value per conversion.
Why this matters
Conversion rate is the cheapest growth lever you have. Doubling traffic means more spend, more content and more time. Moving from 1.5% to 2% costs a redesign of one page and is worth exactly the same.
The trap is reading small numbers as signal. Nine conversions from 400 visitors is 2.25%, but the honest range around that figure is wide enough that a "drop" to 1.8% next week probably means nothing happened. This tool shows you the sample size alongside the rate, so you know when a change is real and when it is noise.
Site-wide conversion rate is also nearly useless on its own. A landing page converting at 8% and a blog converting at 0.2% average out to something that describes neither. Calculate per page, or at least per channel.
Questions
How do I calculate conversion rate?
Conversions ÷ visitors × 100. The only real decision is what counts as a visitor — sessions or unique users. Sessions is the usual choice and is what GA4 reports by default. Pick one and stay with it, because the two produce noticeably different numbers.
What is a good conversion rate?
Published benchmarks put most B2B lead generation between 2% and 5%, and ecommerce between 1% and 3%, but the spread within any industry is far wider than the gap between industries. The only benchmark that means anything is your own number last month.
How much traffic do I need before the number means anything?
As a rough guide, at least 100 conversions before you trust a rate, and considerably more before you trust a difference between two rates. Below about 30 conversions, week-to-week movement is almost entirely random.
Should I measure conversion rate per page?
Yes. Different pages do different jobs, and averaging them hides both your best performer and your worst. Landing pages, product pages and blog posts should never share a benchmark.