Conversion rate is the share of visitors or clicks that take the action you want. Enter both numbers for your rate, or switch tabs to work out conversions or the visitors you need.
Your conversion rate
3.00%
About 1 conversion for every 33 visitors.
Sample numbers shown. Type over them with yours.
What is each conversion worth in clicks? Find the most you can pay per click
Runs in your browser with no sign-up. We record that the tool was used, never your numbers. A copied link carries them, so share it only with people you’d show them to.
Divide conversions by visitors or ad clicks, then multiply by 100. Google’s example is 50 conversions from 1,000 interactions, which is 5%. Decide what counts as a conversion first, such as a purchase or a demo request, and take both numbers from the same date range.
A hypothetical landing page gets 4,000 visitors in a month, and 120 of them request a demo. The team wants 200 demo requests next month.
One extra percentage point saves 1,667 visitors a month, which you can price using your CPC.
It depends on the conversion. Stores convert far fewer visitors than lead forms. Littledata’s) median for Shopify stores is 1.3% of sessions, while WordStream’s search ads median is 8.18%, which counts leads and other actions. Unbounce’s median landing page converts 6.6%. Compare like with like.
| Channel and segment | Conversion rate |
|---|---|
| Shopify stores, sessions with a purchaseMedian. Top 20% above 2.7%, top 10% above 3.6%. Littledata | 1.3% |
| UK and Irish online storesMarket average, September 2026. IRP Commerce | 1.97% |
| Meta ads, ecommerce purchasesMedian. Triple Whale | 1.53% |
| Google Ads, ecommerce purchasesMedian. Triple Whale | 3.11% |
| Search ads, all industriesMedian. WordStream by LocaliQ | 8.18% |
| Search ads, Business ServicesMedian. WordStream by LocaliQ | 4.85% |
| Search ads, Finance & Insurance (lowest)Median. WordStream by LocaliQ | 2.64% |
| Search ads, Animals & Pets (highest)Median. WordStream by LocaliQ | 16.22% |
| Facebook lead campaignsMedian. WordStream by LocaliQ | 8.54% |
| Landing pages, all industriesMedian. Unbounce | 6.6% |
WordStream counts any tracked action, so a phone call and a form fill both count. The ecommerce rows count purchases only, which is why they read lower.
A conversion rate is the percentage of visitors or ad clicks that complete an action you care about. That might be a purchase, a sign-up, a demo request or a phone call. If 1,000 people visit and 30 buy, your conversion rate is 3%. It shows how well a page or campaign persuades people.
Any action you’ve decided is worth tracking. Ecommerce teams usually count purchases, and B2B teams count demo requests or qualified leads. Track one main conversion per page. Mixing newsletter sign-ups with sales inflates the rate. GA4 key events is the place to set this up if you use Google Analytics.
Use whichever matches the question, and state it. Ad platforms divide by clicks or interactions. GA4 can show a rate per session or per user, and the per-user figure usually reads higher. Shopify and most store benchmarks use sessions. Compare only numbers that use the same bottom line.
They count different things. Google Ads divides conversions by ad interactions and records them on the click date, while GA4 divides by sessions or users and records them on the day the action happened. Attribution rules differ too. Our guide on why Google Ads and GA4 conversions don’t match shows how to reconcile them.
Check the tracking first, so you know the number is real. Then make the page repeat the promise in the ad, cut form fields you don’t use, and put the offer and proof near the top. Change one thing at a time on pages with enough traffic to show a clear result.
A conversion rate is only useful if the conversions are counted once and counted right. Our GA4 consulting work sets that up at a fixed price.
Paste this where you want it. It stays free and sends no tracking from your site.
<iframe src="https://www.martechdevs.com/embed/conversion-rate-calculator" title="Conversion rate calculator" width="100%" height="680" style="border:0;max-width:760px" loading="lazy"></iframe>
<p style="font-size:13px">Free tool by <a href="https://www.martechdevs.com/tools/conversion-rate-calculator">martechdevs</a></p>Last updated
A GA4 key event is an event you mark as important, such as a purchase or lead. Mark one in 4 steps, mind the 30 key-event limit and use it in Google Ads.
Jafrin Akter AloLast updated 17 min read
Track accepted B2B form submissions through CRM delivery, qualification and pipeline. Prevent duplicate leads, protect form data and reconcile funnel metrics.
Jafrin Akter AloLast updated 13 min read
Google Ads and GA4 count conversions on different dates, models and rules. Align them step by step, check third-party estimates and report one number.
Jafrin Akter AloLast updated 14 min read
Want it set up for you? See implementation plans or book a free call.