Conversion Rate Calculator
Turn visitors and conversions into a clean rate — then work backward to the traffic you need to hit a target.
Your conversion rate
Visitors needed for a target
One number, defined once
Conversion rate is only useful when everyone agrees what a conversion is. Define a single primary conversion per funnel — a signup, a purchase, a qualified lead — and measure consistently. Comparing a "signup rate" to a "purchase rate" tells you nothing.
Rate is a starting point, not the answer
A flat overall rate hides where users actually drop. To find the leak, break the journey into steps and measure conversion at each one — that is what a funnel does. The funnel calculator takes it from here.
Measure it continuously
A one-off rate is a snapshot; the trend is the signal. Pug is open-source product analytics — it tracks conversion across trends, funnels, and segments so you see the rate move as you ship.
Frequently asked questions
- How do you calculate conversion rate?
- Conversion rate = (conversions ÷ visitors) × 100. If 1,000 visitors produce 40 signups, that is a 4% conversion rate.
- What counts as a conversion?
- Any action you define as success — a signup, purchase, demo request, or add-to-cart. Pick one primary conversion per page or funnel so the rate is unambiguous.
- What is a good conversion rate?
- It depends entirely on intent and channel. Cold paid traffic might convert under 1%, while a high-intent pricing page can convert in double digits. Track your own trend rather than a generic benchmark.
- How many visitors do I need to hit a target?
- Use the planner below: enter your conversion rate and a target number of conversions, and it returns the visitors required.
Put it to work with Pug.
Open-source product analytics with unified profiles. Self-host under AGPL-3.0, or use the free cloud beta.