Divide conversions by visitors to get the conversion rate, plus the per-thousand and one-in-N views.
The conversion rate is the share of visitors or sessions that conversions represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Conversion Rate
Conversion Rate = Conversions ÷ Visitors or sessions × 100
Conversion Rate = Conversions ÷ Visitors or sessions × 100 The conversion rate is the share of visitors or sessions that conversions represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Conversions, Visitors or sessions. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.