How do you calculate conversion rate?
Divide conversions by the clicks (or visits) that could have converted, and multiply by 100. 45 conversions from 1,500 clicks is a 3% conversion rate.
Google Ads uses interactions rather than clicks, which covers video views and calls too.
Conversion rate links CPC to CPA
CPA = CPC ÷ (conversion rate ÷ 100). At a $2 CPC, lifting conversion rate from 2% to 4% halves CPA from $100 to $50. That makes the landing page one of the biggest levers on ad costs.
See the whole funnel
A single conversion rate hides where people drop out. The marketing funnel calculator breaks it into every step, from impressions to clicks to leads to sales, and shows the weakest one.
| Metric | Formula | Tells you |
|---|---|---|
| CPM | spend ÷ impressions × 1,000 | what reach costs |
| CPC | spend ÷ clicks | what traffic costs |
| CTR | clicks ÷ impressions × 100 | how compelling the ad is |
| Conversion rate | conversions ÷ clicks × 100 | how well the landing page converts |
| CPA | spend ÷ conversions | what a result costs |
| ROAS | revenue ÷ spend | what each $1 of spend returns |
How to calculate Conversion rate
- Choose what to calculate. Pick Conversion rate, conversions or clicks or visits.
- Enter the other two values. Type the two you know, from your ad platform’s report for the same date range.
- Read the result. The answer updates as you type, using Conversion rate = conversions ÷ clicks × 100.
Frequently asked questions
What is the conversion rate formula?
Conversion rate = conversions ÷ clicks (or visits, or interactions) × 100.
Should I use clicks or sessions?
For ad performance use clicks, which match what the platform reports. For site performance use sessions or users from analytics. Be consistent so rates are comparable over time.
How much traffic do I need for a conversion target?
Divide the target by the conversion rate. 60 conversions at a 3% rate needs 60 ÷ 0.03 = 2,000 clicks.
How do I improve conversion rate?
Match the landing page to the ad’s promise, cut form fields, speed the page up, make the call to action obvious, and send ads to audiences already close to buying.