Conversion rate calculator

1. Pick what to work out. Conversion rate takes conversions and visitors. Expected conversions tells you how many orders a number of visitors should bring. Visitors needed tells you how much traffic a sales goal takes.
2. Count the same thing on both sides. For your store, use orders and sessions from your analytics for the same dates. For an ad, use the conversions and clicks the ad platform reports.
3. Add ad spend and order value (optional) to see cost per conversion, cost per visitor, revenue, revenue per visitor and ROAS from the same numbers.

Conversion rate = conversions ÷ visitors × 100

Example. A store's product page for a linen summer dress gets 1,800 visitors in a week, and 45 of them buy. Conversion rate = 45 ÷ 1,800 × 100 = 2.5%.

Rearranged for planning:

Conversions = visitors × conversion rate
Visitors needed = conversions ÷ conversion rate

• How many orders will 4,000 visitors bring at 1.8%? 4,000 × 0.018 = 72 orders.
• How many visitors do I need for 100 orders at 2%? 100 ÷ 0.02 = 5,000 visitors.

Ad conversion rate

Ad platforms measure conversion rate per click (or interaction), not per site visit. Google Ads defines it as conversions divided by ad interactions: 50 conversions from 1,000 interactions is 5%. Some clicks never load your page, so an ad's conversion rate and your site's conversion rate for the same traffic will differ.

What each visitor is worth

Revenue per visitor = conversion rate × average order value. At a 2.5% conversion rate and an $80 order, each visitor is worth $2. That is the most you can pay per click and still get your ad spend back in revenue. Your break-even cost per click is lower, because the order also has to cover your costs.

For online stores, low single digits are normal. The global average ecommerce conversion rate is about 2.71%, and by category it ranges from about 5.39% for beauty and personal care to 0.7% for luxury and jewelry.

Ad conversion rates look different because they count per click and often count leads, calls and sign-ups as well as sales. On US Google search campaigns the median conversion rate is 8.18% across all industries and 4.50% for apparel, fashion and jewelry.

Your own rate depends on:

• Traffic source. Returning customers, email and branded search convert far better than cold social traffic.
• Price. The more something costs, the longer people take to decide, and the lower the conversion rate per visit.
• Device. Mobile brings most visits and usually converts lower than desktop.
• What you count. Per session or per user, orders or any conversion, one per click or every conversion.

Compare yourself with your own past weeks on the same traffic source. A rising conversion rate on the same traffic is the clearest sign a change worked.

• Match the page to the ad. If the ad shows one product and a sale, land people on that product with that sale visible, not on the home page.
• Make the page fast on mobile. Every second of loading loses people who already clicked.
• Show the product properly. Several angles, on a model or in use, with close-ups of fabric and details, answer questions before they stop a purchase. See what product photography costs.
• No surprises at checkout. Show shipping costs and delivery times early, and offer the payment methods your customers expect.
• Build trust. Reviews, a clear returns policy and size guides near the add-to-cart button.
• Check tracking before anything else. A conversion rate that suddenly drops is often a tracking fault, not a sales problem.

Ad Autopilot checks the page your ads send people to, because no amount of ad optimization fixes a page that does not convert.

• When it checks. On the first cycle for a baseline, then weekly. It checks sooner when a campaign's click-through rate is 1% or more but its CPA is above 1.5 times your maximum (people click but do not buy), or when clicks do not turn into landing page views.
• What it checks. It reviews a screenshot and the text of the page against what the ad offers, looks for a visible offer and the tracking pixel, and measures load speed. A mobile page that takes more than 4 seconds to show its main content is flagged as slow.
• What changes. The findings come to you as site recommendations. While a serious one is open, such as a page that does not match the ad, a missing pixel or a slow page, the agent holds back from scaling that campaign's budget, so money is not poured into a page that leaks.