How many visitors took the next step?
Calculate your website’s visitor conversion rate with a simple, explicit definition: the share of visitors who completed your chosen action.
Unique converters ÷ total visitors × 100
For example, visitors who converted of 50 and total visitors of 2,000 give a result of 2.5 %.
Keep the scope and reporting period consistent. Zero in the first field is valid; a zero denominator has no defined rate, so the calculator asks for a total greater than zero.
Make the number useful.
Count each converting visitor once for this calculation, even if they complete the action several times. Use the same audience and reporting period for the numerator and denominator. If you count total events instead, you are measuring events per visitor, which can exceed 100%.
Different systems can use different conversion denominators. Google Ads, for example, defines its conversion rate relative to eligible ad interactions. That is not automatically comparable with the visitor-based rate calculated here.
Compare equivalent periods, traffic sources and goals. A change from 2% to 3% is one percentage point, or a 50% relative increase. A small sample can move sharply after just one extra conversion; this calculator does not test statistical significance.
Google Ads: its conversion-rate definition ↗
Connect the campaign to your website.
Use a consistent campaign link before sharing an ad or newsletter. With the Visitor Tracking tag installed, you can review the arriving visitors, pages and relevant events alongside the figures from your campaign platform.
See what happens after the click.
Create your account, add your website, and see what brings people to you.