How this calculator works
A conversion rate counts how many of the people who reached a page or clicked a link went on to do the thing you wanted, such as buying, signing up or downloading. Divide conversions by the number of clicks for an ad, post or link campaign, or by visits for a website page. The same arithmetic runs backwards: conversions is traffic times the rate, and traffic is conversions divided by the rate. The definition of a conversion has to match the source of the traffic, so a purchase counted against sessions and the same purchase counted against ad clicks can give very different rates.
Formula
Conversion rate = conversions / clicks or visits. Conversions = traffic x rate. Traffic needed = conversions / rate.
Worked example
50 purchases from 2,000 clicks is 50 / 2,000 = 2.5%. If a page converts 3% of visits and you want 300 sign-ups, you need 300 / 0.03 = 10,000 visits. At a 2.5% rate, 10,000 visits produce 250 conversions.
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Frequently asked questions
Should I use clicks or visits?
Use whichever count matches the conversions you are measuring. For an ad campaign, clicks and post-click conversions come from the same platform. For a website page, sessions from analytics are the right denominator. Mixing a platform click count with analytics conversions inflates or deflates the rate.
Can a conversion rate be above 100%?
Yes, when one visitor can complete the action more than once, for example several downloads or orders in one session. The rate then measures conversions per visitor rather than the share of visitors who converted.
Why is the traffic answer missing?
Solving for traffic divides by the conversion rate, so a rate of zero has no finite answer. Enter a rate above zero, or use the rate mode to measure conversions against known traffic.