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Marketing · Performance

Conversion Rate

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Use conversion rate to track how effectively your traffic turns into conversions, so you can compare pages, campaigns, and channels.

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Interactive workbench

Landing page

ConversionsVisitors×100

75 conversions from 1,500 visitors is a 5% conversion rate.

Step 1 of 3

Variables and units

  • Conversions

    Leads or customers from the traffic.

    count

  • Visitors

    Total visitors in the same period.

    count

Common mistakes

  • Counting repeat visits as unique visitors.
  • Mixing traffic and conversion date ranges.

Step-by-step example

Landing page

  1. 1. Start with the example inputs

    • Conversions75
    • Visitors1,500

  2. 2. Apply the formula

    ConversionsVisitors×100

  3. 3. Run the numbers

    5%

    75 conversions from 1,500 visitors is a 5% conversion rate.

What this result means

A conversion rate of 5% means that share of visitors took the action you wanted. Benchmarks vary hugely by industry and traffic source — a low single-digit rate is common in e-commerce — so trend against your own history and segment by source before celebrating or panicking.