How to use the Conversion Rate Calculator
- 1
Enter visitors (or sessions) and conversions for the same period.
- 2
Add the average value of a conversion, such as order value or lead value.
- 3
Use the scenarios to see what improving the rate is worth.
The formula
Conversion rate = conversions ÷ visitors × 100. Use the same period and the same definition of a visitor (users or sessions) every time you compare.
What counts as a good rate
Rates vary widely by industry, traffic source and what you count as a conversion. As a rough guide:
- eCommerce purchases: often around 1% to 3%
- Lead forms on service sites: often 2% to 6%
- SaaS free trial sign-ups: often 2% to 5% of visitors
- Compare yourself with your own past results first
Frequently asked questions
Should I use users or sessions?
Either works if you're consistent. GA4 reports both; sessions usually give a lower rate.
What's a good conversion rate?
It depends on your industry and offer. The most useful benchmark is your own rate last month and last year.
How do I raise it?
Match the page to the search intent, make the offer and next step obvious, cut form fields and add proof close to the call to action.
Is my data stored?
No. Everything is calculated in your browser.