4.00% is the example result. The converted events must belong to the eligible visitor or prospect population. Decide whether repeat events or unique people are counted.
Measure how often the chosen audience completes a defined conversion. Enter a numerator and denominator from the same funnel step.
Choose the event and audience first
Conversion rate divides conversions by visitors or prospects and expresses the fraction as a percentage. A session-based rate and a person-based rate can differ even when both reports are correct.
When to use this result
Use it to assess a form or funnel change. Keep the traffic source, event definition and observation window comparable. The rate alone does not establish why performance changed.
Check before you act
Count repeat events consistently. A zero denominator is undefined; a value above 100% may mean you counted multiple events per person.
Example with the supplied inputs
Conversions: 120; Visitors or prospects: 3000. Result: 4.00%. The values are illustrative.
Compare one changed input
Conversions changes from 120 to 132. The result becomes 4.40%. All other inputs remain fixed.
Calculation rule
Result = (([Conversions]) ÷ ([Visitors or prospects])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Conversions | 120 | Use the source quantity represented by conversions. Keep the counted population fixed and avoid mixing a unit value with a period total. |
| Visitors or prospects | 3000 | Use the source quantity represented by visitors or prospects. Keep the counted population fixed and avoid mixing a unit value with a period total. |
Output: 4.00% is the example result. The converted events must belong to the eligible visitor or prospect population. Decide whether repeat events or unique people are counted. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Conversions, Visitors or prospects. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Conversions on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 4.00%.
Change Conversions from 120 to 132 while keeping every other value fixed. The result becomes 4.40%. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026