Conversion Rate (CVR) Calculator
Instantly work out your CVR from conversions and sessions. Includes a table that back-calculates the conversions needed to reach a target CVR.
Last updated:
Input
conv.
visits
Result
Conversion Rate (CVR)
2.00%
Conversions
30 conv.
Sessions
1,500 visits
Per 100 visits
2.00 conv.
Conversions needed to hit a target CVR (back-calculated for your current 1,500 sessions)
| Target CVR | Conversions needed |
|---|---|
| 1.00 % | 15 conv. |
| 2.00 % | 30 conv. |
| 3.00 % | 45 conv. |
| 5.00 % | 75 conv. |
| 10.00 % | 150 conv. |
How it works
- Conversion rate (CVR) is calculated as conversions ÷ sessions (or clicks) × 100. The higher the value, the larger the share of visits that turned into results.
- For conversions, enter the count you want to track as a result, such as purchases, sign-ups, or inquiries. For sessions, enter the number of visits to your site or landing page during the period (or the number of ad clicks).
- The result also shows how many results you get per 100 visits, so you can compare the performance of campaigns with different denominators on a level footing.
- The back-calculation table shows how many conversions you would need to reach a target CVR (1%, 2%, 3%, 5%, or 10%) while keeping your current session count. This helps when setting improvement goals.
- Using sessions as the denominator gives a per-visit CVR, while using clicks gives a per-ad-traffic CVR. Aligning the metric you compare against improves the accuracy of your analysis.
- A healthy CVR varies widely by industry, product, and traffic source. Rather than relying on generic benchmarks, it is best to judge against your own past performance.
Frequently asked questions
- Should CVR use sessions or clicks as the denominator?
- Either works. Using sessions gives a per-visit CVR; using clicks gives a per-ad-traffic CVR. Just keep the metric consistent whenever you compare campaigns.
- What is the difference between CVR and CTR?
- CTR is the show-to-click rate, while CVR is the visit-(or click-)to-conversion rate. CTR asks whether people clicked; CVR asks whether they then purchased or signed up.
- How many conversions do I need to hit a target CVR?
- At your current session count it is target CVR × sessions ÷ 100. The back-calculation table shows the conversions needed to reach a 1%, 2%, 3%, 5%, or 10% target.
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