Free tool · Customer metrics

Conversion Rate Calculator

Enter your orders and sessions (or ad clicks) to see what share of visitors actually buy.

100% free
No sign-up
Runs in your browser

Orders (conversions)

Sessions or ad clicks

Target conversion rate

Optional: see how many more orders you'd get at this rate.

Conversion rate

2.00%

Orders at target rate

+30 orders from the same traffic

How do I calculate my e-commerce conversion rate?

Your e-commerce conversion rate is the percentage of visits that end in an order. It is the clearest measure of how well your store turns traffic into sales, and it sits at the center of nearly every profitability calculation: it determines your cost per order, how much you can pay per click and how far your ad budget goes.

You can measure it two ways, and this calculator handles both:

Store conversion rate: orders ÷ sessions, using sessions from your analytics or store platform. This covers all traffic sources.
Ad conversion rate: orders ÷ clicks, using conversions and clicks from Google Ads. This measures a specific campaign's traffic.

The two will not match. Sessions and clicks are counted differently, and ad platforms attribute conversions on their own rules. Pick one method and compare it with itself over time.

When to use the conversion rate calculator

Best for

Tracking store performance over time
Comparing channels, devices or landing pages
Estimating cost per order from your CPC

Not the right pick for

Comparing a session-based rate with a click-based one
Judging profit per order — check margin with the profit margin calculator

How it works

1
Enter your orders
Use orders or conversions for the period.
2
Enter sessions or clicks
Use sessions for the store or clicks for a campaign.
3
Read your conversion rate
See the share of visits that ended in an order.
4
Compare against yourself
Track the same method over time and by segment.

How to calculate conversion rate

Conversion rate % = (Orders ÷ Sessions or Clicks) × 100

Worked example

Last month your store had 12,000 sessions and 240 orders.

Conversion rate = (240 ÷ 12,000) × 100 = 2.0%

Two of every hundred visits ended in a purchase. Small changes here are worth a lot: at the same traffic, raising conversion rate from 2.0% to 2.5% means 300 orders instead of 240, a 25% increase in sales with no extra ad spend.

Why conversion rate drives ad profitability

Conversion rate links click costs to order costs:

Cost per order = CPC ÷ Conversion rate

With a $0.75 CPC, a 2.0% conversion rate gives a $37.50 cost per order. At 2.5% it drops to $30. Improving conversion rate effectively makes every click cheaper, and it raises the maximum CPC you can afford. See both effects with the CPC calculator and the target CPA calculator.

What is a good conversion rate?

It depends heavily on context, so be careful with any single benchmark:

Price point. Expensive, considered purchases (furniture, electronics) usually convert at lower rates than cheap, impulse-friendly products.
Traffic source. Returning visitors, email subscribers and branded searches typically convert far better than cold traffic from Display or broad prospecting.
Device. Mobile sessions often convert lower than desktop, even though they make up most traffic for many stores.
Category and season. Gift categories can spike in Q4; others are steadier.
What you count. Sessions include bounces and browsing. Clicks from high-intent Shopping searches tend to convert better than sessions overall.

A more useful approach is to segment your own data: conversion rate by channel, device, product and landing page. Big differences between segments show you where to act.

How to improve your conversion rate

Speed up product pages, especially on mobile. Slow pages lose shoppers before they see the offer.
Show total cost early. Surprise shipping costs at checkout are a common reason for abandoned carts. State shipping and return policies on the product page.
Strengthen trust. Reviews, clear photos, size guides, secure checkout signals and an easy-to-find contact page all help.
Simplify checkout. Offer guest checkout and popular express payment methods, and remove unnecessary fields.
Match ads to landing pages. In Google Shopping, the price, availability and image in your feed must match the product page exactly. Mismatches hurt conversion and can cause Merchant Center disapprovals.
Cut low-intent traffic. Negative keywords and product exclusions remove clicks that rarely buy, lifting ad conversion rate.
Retarget engaged visitors who viewed products or added to cart.

Measure it correctly

Bad tracking makes conversion rate useless. Make sure purchases are counted once per order, test orders are excluded, and your Google Ads purchase conversion fires on the order confirmation page with the correct value. Check that your store's order count roughly matches what Google Ads and analytics report.

Free tool vs having us run your Google Ads

	Free tool (do it yourself)	Mercantads does it for you
Know your numbers	Calculate them here	Targets set from your real margins and data
Campaigns	Learn and build them yourself	Shopping, Performance Max and Search built for you
Optimization	Whenever you find time	Weekly search terms, bids, budgets and feed updates
Results	Depends on your time and experience	A Google Partner team focused on your profit

Talk to us

FAQ

Frequently Asked Questions

Divide the number of orders by the number of sessions (or clicks) and multiply by 100. 240 orders from 12,000 sessions is a 2.0% conversion rate.

Use sessions to measure your whole store and clicks to measure a specific ad campaign. Just do not compare a session-based rate with a click-based one.

Google Ads counts clicks rather than sessions and uses its own attribution, including conversions that happen days after a click. Analytics tools and store platforms count differently.

Usually, but not always. A discount can raise conversion rate while lowering margin, so check profit per order too.

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