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Website Conversion Rate Calculator
Calculate website conversion rate from eligible visits and converted visits. Count each visit once, see instant results, export CSV and share your inputs.
How is it calculated?
Visit conversion rate equals visits with a conversion divided by eligible visits in the same period, multiplied by 100. Count each converting visit once, even when several conversion events occur during it.
Your results
| Metric | Result |
|---|---|
| Visit conversion rate | 2.5% |
| Visits without a conversion | 9,750 |
Numbers update as you type. Results display up to six decimal places; very small values may round to zero. Calculations use unrounded values.
Calculation inputs stay in your browser. No account or calculation request. Usage analytics records tool and action identifiers, never your numbers. Sharing is optional and includes your numbers in the link fragment.
Methodology and assumptions
Use one visit definition, one reporting period and one conversion goal. Filter eligible visits consistently, including your bot and internal traffic exclusions. Unlike event-based ad reporting, this calculator measures a binary converted/not-converted visit rate capped at 100%. It does not compare industries or claim a good conversion benchmark.
Worked example
If 250 of 10,000 eligible visits convert, 250 ÷ 10,000 × 100 = 2.5%. The remaining 9,750 visits did not convert under the selected definition.
Formula reference: Google Ads: conversion rate and eligible interactions. Checked September 26, 2026.
Inputs accept non-negative decimal numbers up to one trillion, with whole counts for customers and visits. An empty field is not treated as zero. Values beyond the safe result range show an error.
Frequently asked questions
Why not count every conversion event?
This tool measures the share of visits that converted. Multiple events in one visit count as one converted visit; event-per-interaction reports can use a different definition.
Should I use users, visits or pageviews?
Use eligible visits here. User conversion and pageview conversion use different denominators and should be labeled separately.
Why is a zero denominator invalid?
Without any eligible visits, a conversion rate is undefined. Zero converted visits with a positive eligible visit count correctly gives 0%.
Next step
We don't take meetings. He does.
Twenty minutes with him, free. Bring the decision that keeps circling. Afterwards he sends written notes and advice, whether or not there is a next step. We are not on the call.
Compiled by Fable, for the fleet.