Conversion Rate Calculator (CVR, Visitors Needed and Expected Conversions)

Enter the two values you know out of visits, conversions and conversion rate CVR (%), leave the other blank, and press "Calculate". The blank value is calculated, and a graph shows visits and conversions.

Visits (clicks, sessions, etc.)

Conversions

Conversion rate CVR (%)

How visits are counted (for labels)

Fill in exactly two fields. Enter the CVR in % (for 2.5%, enter "2.5"). When you find visits from conversions and CVR, the result is rounded up to a whole number. "How visits are counted" only changes the labels in the result, not the calculation.

Result and graph

Enter values in two of the fields on the left and press "Calculate". The result and a visits-to-conversions graph will appear here.

[ CLOSE ]

What you can do on this page
What is this calculation used for?
How to Use
Formulas and figures
Symbols and terms
- Symbols
- Terms
Good to know before you start
How to calculate it in Excel
How to calculate it in Google Sheets
How to calculate it in Python
How to write it in LaTeX and other math languages (copy and paste)
How to have ChatGPT do the calculation
DataChef Features
Related Features
NumberChef Calculators List

What you can do on this page

Enter the two values you know out of visits (clicks, sessions or users), conversions and conversion rate CVR (%), and the third is calculated
"2,000 clicks and 50 conversions - what is the CVR?" "How many visits do I need for 30 conversions at a 2.5% CVR?" "How many conversions will 5,000 visits bring at 1.8%?" This one page answers all three common questions in ad management and website improvement
The visits needed are a count of people or times, so they are rounded up, and the visits needed per conversion ($100 \div \mathrm{CVR}$) are shown too
A funnel-style bar chart shows visits and conversions at a glance
A plain-language explanation of the formulas and copy-and-paste formulas for Excel, Google Sheets and Python are all on this page

The CVR changes depending on whether you count the denominator (visits) as clicks, sessions or users. The formula is the same for all of them, so on this page the option "How visits are counted" only changes the labels in the result (the calculation stays the same). For percentages in general, use the percentage calculator; to judge whether a difference in CVR means anything, see the sample size calculator.

What is this calculation used for?

Reading ad reports (managing online ads)

If your ad platform shows "2,000 clicks, 50 conversions", the CVR is $50 \div 2000 \times 100 = 2.5$%. CVR is the most basic measure of ad results, used to compare ads or search keywords by how likely they are to lead to results.
But ad platforms base CVR on clicks, while web analytics tools base it on sessions, so the ways of counting can differ. That is why the numbers for the same ad can disagree; when comparing, use the same denominator.

Working back from a goal to an ad budget (marketing plans)

Say your goal this month is 30 sign-ups and your CVR so far is 2.5%. The clicks needed are $30 \times 100 \div 2.5 = 1200$. If the average cost per click (CPC) is $2.50, the budget is about $1200 \times \$2.50 = \$3{,}000$.
Working back like this, from target conversions to visits needed to budget, is the basic flow of ad planning. If CVR drops to 1.25%, the clicks needed double to 2,400, so the numbers also show that improving CVR is an effective way to keep the budget down.

Estimating the effect of improving a landing page (website improvement)

Say a sign-up page gets 5,000 sessions a month and its CVR improves from 1% to 2%. Expected conversions go from $5000 \times 1 \div 100 = 50$ to $5000 \times 2 \div 100 = 100$, doubling results without any more traffic.
Doubling traffic would cost roughly twice as much in ads, but a page improvement keeps working once it is made. This estimate helps you compare "more traffic or a higher CVR?" and set priorities (to judge whether the CVR really went up, you need enough sessions).

Knowing the purchase rate of an online store (e-commerce)

If an online store gets 10,000 sessions a month and 120 purchases, the purchase rate (CVR) is $120 \div 10000 \times 100 = 1.2$%. Put the other way, only about 1 in 83 sessions buys something ($100 \div 1.2 \approx 83.3$), which is a prompt to look for room to improve the product pages and the checkout.
Revenue can be broken down as "sessions × CVR × average order value", so CVR is one of the three factors that move revenue.

Sign-up pages for webinars and events (CVR beyond ads)

If 400 people visit the sign-up page for a webinar and 12 sign up, the sign-up rate is $12 \div 400 \times 100 = 3$%. The idea of CVR is not limited to ads: it applies whenever you measure what percent of visitors took action, such as job applications, newsletter sign-ups or document downloads.
If you want 30 people at the next webinar, at the same 3% sign-up rate you need $30 \times 100 \div 3 = 1000$ visitors, which gives you a guide for how widely to promote it.

Formulas and figures

Formula for the conversion rate (CVR)

Figure

Standard notation (the usual math form)

$\mathrm{CVR}$ $=$ $C$ $\div$ $N$ $\times$ $100$

In words (symbols replaced with words)

④ $\mathrm{CVR}$: conversion rate (%) $=$ ① $C$: conversions $\div$ ② $N$: visits $\times$ ③ $100$: to make a percent

The formula in words

① Divide the $C$: conversions

② by the $N$: visits ,

③ multiply by $100$: to make a percent

④ and you get the $\mathrm{CVR}$: conversion rate (%)

Quick example

If an ad was clicked 2,000 times and 50 of those clicks led to a sign-up (a conversion), the CVR is

$\mathrm{CVR}$: conversion rate (%) $=$ conversions (50) $\div$ visits (2,000 clicks) $\times$ $100$

$50 \div 2000 \times 100 = 2.5\ \ (2.5\%)$

Key idea

CVR is the percentage of visits that turned into a result (a conversion), and the formula is simply percent = part ÷ whole. What needs care is how you count the number you divide by, the visits. Ad platforms usually use clicks, web analytics uses sessions (visits), and a people-based view uses users. Even with the same 50 conversions, a different denominator gives a different number. For example, 2,000 clicks include second clicks by the same people, so counting users makes the denominator smaller and the CVR comes out higher. When you compare CVRs, the most important thing is to count the denominator the same way.

Formula for the visits needed (from target conversions and target CVR)

Figure

Standard notation (the usual math form)

$N$ $=$ $C$ $\times$ $100$ $\div$ $\mathrm{CVR}$

In words (symbols replaced with words)

④ $N$: visits needed $=$ ① $C$: target conversions $\times$ ② $100$: to undo the percent $\div$ ③ $\mathrm{CVR}$: target conversion rate (%)

The formula in words

① Multiply the $C$: target conversions

② by $100$: to undo the percent ,

③ divide by the $\mathrm{CVR}$: target conversion rate (%)

④ and you get the $N$: visits needed (round up if you get a decimal)

Quick example

On a page with a 3% CVR, the clicks needed to get 50 sign-ups are

$N$: visits needed $=$ target conversions (50) $\times$ $100$ $\div$ target conversion rate (3%)

$50 \times 100 \div 3 = 1666.666\ldots$

$\lceil 1666.666\ldots \rceil = 1667$

Key idea

This is just the CVR formula rearranged to solve for visits. Swap the sides of $\mathrm{CVR} = C \div N \times 100$ and solve for $N$, and you get $N = C \times 100 \div \mathrm{CVR}$. If the answer is a decimal such as 1666.67, round up. Visits are counts of people or times, so there is no such thing as 0.67 of a visit, and 1,666 visits give $1666 \times 3 \div 100 = 49.98$ conversions, just short of the target of 50. So the answer is 1,667, the smallest whole number that secures 50 conversions. The $\lceil\ \rceil$ symbols in the formula mean "round up". Once you know the visits needed, multiply by the cost per click (CPC) to estimate the ad budget needed. The formula also shows that if CVR drops by half, the visits needed double (and with the same CPC, so does the budget).

Formula for expected conversions (from visits and CVR)

Standard notation (the usual math form)

$C$ $=$ $N$ $\times$ $\mathrm{CVR}$ $\div$ $100$

In words (symbols replaced with words)

④ $C$: expected conversions $=$ ① $N$: visits $\times$ ② $\mathrm{CVR}$: conversion rate (%) $\div$ ③ $100$: to turn a percent into a decimal

The formula in words

① Multiply the $N$: visits

② by the $\mathrm{CVR}$: conversion rate (%) ,

③ divide by $100$: to turn a percent into a decimal

④ and you get the $C$: expected conversions

Quick example

If a page with a 1.8% CVR gets 5,000 sessions, the expected number of conversions is

$C$: expected conversions $=$ visits (5,000 sessions) $\times$ conversion rate (1.8%) $\div$ $100$

$5000 \times 1.8 \div 100 = 90$

Key idea

This is the form part = percent × whole. The answer is an expected value, so it may divide evenly, as in $2000 \times 1.85 \div 100 = 37$ conversions, or come out as a decimal, as in $3000 \times 1.25 \div 100 = 37.5$ conversions. That means "about that many on average", and this page shows the decimal as is, without rounding up or down. The real CVR changes with the season, the day of the week and the content of the ads, so expected conversions are a guide that assumes the same CVR continues.

Formula for the visits needed per conversion

Standard notation (the usual math form)

$V$ $=$ $100$ $\div$ $\mathrm{CVR}$

In words (symbols replaced with words)

③ $V$: visits per conversion $=$ ① $100$: the base of a percent $\div$ ② $\mathrm{CVR}$: conversion rate (%)

The formula in words

① Divide $100$: the base of a percent

② by the $\mathrm{CVR}$: conversion rate (%)

③ and you get the $V$: visits per conversion

Quick example

With a 2.5% CVR, the clicks needed to get one conversion are

$V$: visits per conversion $=$ $100$ $\div$ conversion rate (2.5%)

$100 \div 2.5 = 40$

Key idea

This restates "a 2.5% CVR" as "1 conversion in 40 clicks". "1 in how many" is easier to picture than a percentage, and it leads straight to an estimate of ad costs. If the cost per click (CPC) is $2, one conversion costs $\$2 \times 40 = \$80$ on average (this is the cost per acquisition, CPA, and $\mathrm{CPA} = \mathrm{CPC} \times V$). When you know visits and conversions, $V = N \div C$ gives the same value (2,000 clicks ÷ 50 conversions = 40).

CVR is "conversions ÷ visits × 100", a percentage based on visits. The value changes depending on whether the denominator is clicks, sessions or users, so count the same way when comparing. To work back from a target number of conversions to the visits needed, rearrange the formula to "conversions × 100 ÷ CVR" and round up.

Symbols and terms

Symbols

$\mathrm{CVR}$	C V R	Conversion rate. The percentage of visits that led to a conversion, found with $\mathrm{CVR} = C \div N \times 100$. In ad platforms and reports it is also written as CR or "Conv. rate".
$C$	C	The number of conversions, from the first letter of "conversion". (Example - 50 sign-ups means $C = 50$)
$N$	N	The number of visits (clicks, sessions or users). N, from "number", is the usual letter for a count in math. (Example - 2,000 clicks means $N = 2000$)
$V$	V	The visits needed per conversion. This page uses V, from "visits", and finds it with $V = 100 \div \mathrm{CVR}$.
$\lceil\ \rceil$	ceiling	The symbol for rounding the number inside up to a whole number (the ceiling function), as in $\lceil 1666.67 \rceil = 1667$. It appears when you find a count of people or times, such as the visits needed.

Terms

conversion	An action counted as the goal of a site or an ad. For an online store it is a purchase; for a service site, a sign-up or a request for information; for an app, an install. Each site decides what counts. The word means the visitor "converted" into a customer.
conversion rate (CVR)	The percentage of visits that led to a conversion: $\mathrm{CVR} = C \div N \times 100$. Even for the same site, the value depends on how the denominator is counted, so count the same way when comparing.
visits	The general name on this page for "how many came", the denominator of CVR. Ad management usually uses clicks, website analytics uses sessions, and a people-based view uses users. If the same person comes twice, that is 2 clicks or sessions but 1 user, so a CVR based on users comes out higher.
clicks	The number of times an ad or a search result was clicked. The conversion rate in ad platforms such as Google Ads is normally based on clicks (or on ad interactions).
session	One visit, from when a user arrives at a site until they leave. If the same person comes in the morning and at night, that is 2 sessions. The conversion rates in web analytics tools are often based on sessions (some tools show both a session-based and a user-based rate).
users	The number of people who visited a site in a period, each counted once. Also called unique visitors.
click-through rate (CTR)	The percentage of the times an ad or a search result was shown that it was clicked. CTR covers "shown → clicked" and CVR covers "clicked → converted"; multiplying the two (as decimals) gives the rate from "shown" to "converted".
cost per acquisition (CPA)	The ad cost of getting one conversion. It is ad spend ÷ conversions, or from the cost per click (CPC) and CVR, $\mathrm{CPA} = \mathrm{CPC} \times 100 \div \mathrm{CVR}$. When CVR goes up, CPA goes down.
cost per click (CPC)	The cost each time an ad is clicked. Multiply the visits (clicks) needed by the CPC to estimate the ad budget needed.
funnel	A way of picturing how the number of people shrinks at each step, such as impression → click → conversion, like the shape of a funnel. The graph on this page is a 2-step funnel from visits to conversions.
rounding up	If there is any decimal part, however small, going to the next whole number. The visits needed must be the smallest whole number that surely meets the target, so you round up rather than round to the nearest.
expected value	The value you can expect on average. "37.5 expected conversions" does not mean exactly 37.5, but about that many on average if the same conditions were repeated many times.

Good to know before you start

Here is what helps you use the calculation on this page with real understanding, not just by pressing the button.

Percents (Grade 6)	Knowing that a percent is found as "part ÷ whole" Being able to switch between percents and decimals ($2.5\% = 0.025$, $0.018 = 1.8\%$) Noticing that the number changes depending on what the percent is based on (the question of the CVR denominator)
The percent equation (Grades 6–7)	Being able to use part = percent × whole to solve for any one of the three (this is why expected conversions use multiplication and visits needed use division)
Multiplying and dividing decimals (Grades 5–6)	Being able to do calculations where the answer or the divisor is a decimal, such as $50 \div 2000$ or $100 \div 2.5$
Rounding (Grades 3–4)	Knowing the difference between rounding up, rounding down and rounding to the nearest, and that $1666.67$ rounded up is $1667$ Deciding to round up to surely meet a target, because counts of people or times are whole numbers
Expressions and rearranging equations (Grades 7–8)	Understanding a formula such as $\mathrm{CVR} = C \div N \times 100$ and rearranging it to find another value, as in $N = C \times 100 \div \mathrm{CVR}$

How to calculate it in Excel

Copy the whole table below and paste it into cell A1 in Excel. It works as is.

Table to find the conversion rate (CVR)

Visits N	2000
Conversions C	50
CVR (%)	=B2/B1*100

Table to work out the visits needed (from target conversions and target CVR)

Target conversions C	50
Target CVR (%)	3
Visits needed N (rounded up)	=ROUNDUP(B1*100/B2,0)

Table to find the expected conversions

Visits N	5000
CVR (%)	1.8
Expected conversions C	=B1*B2/100

Table to find the visits needed per conversion

CVR (%)	2.5
Visits per conversion V	=100/B1

After pasting, B1 and B2 are your inputs and B3 is calculated automatically (in the fourth table, B1 is the input and B2 the result).
For example, the first table shows 2.5 in B3 (a 2.5% CVR), the second shows 1667 (visits needed, rounded up with the ROUNDUP function), the third shows 90 (expected conversions) and the fourth shows 40 in B2 (1 conversion in 40 clicks). Just replace the inputs with your own numbers.

How to calculate it in Google Sheets

Copy the whole table below and paste it into cell A1 in Google Sheets. It works as is.

Table to find the conversion rate (CVR)

Visits N	2000
Conversions C	50
CVR (%)	=B2/B1*100

Table to work out the visits needed (from target conversions and target CVR)

Target conversions C	50
Target CVR (%)	3
Visits needed N (rounded up)	=ROUNDUP(B1*100/B2,0)

Table to find the expected conversions

Visits N	5000
CVR (%)	1.8
Expected conversions C	=B1*B2/100

Table to find the visits needed per conversion

CVR (%)	2.5
Visits per conversion V	=100/B1

The same formulas as in Excel (including the ROUNDUP function) work as is. Copy the whole table, paste it into cell A1, and replace the inputs with your own numbers.

How to calculate it in Python

import math

visits = 2000        # visits (clicks, etc.)
conversions = 50     # conversions

cvr = conversions / visits * 100        # CVR (%)
visits_per_cv = 100 / cvr               # visits needed per conversion
print(f"CVR: {cvr}%")
print(f"Visits per conversion: {visits_per_cv}")

# Working backward: visits needed from target conversions and target CVR (rounded up)
target_conversions = 50   # target conversions
target_cvr = 3            # target CVR (%)
needed_visits = math.ceil(target_conversions * 100 / target_cvr)
print(f"Visits needed: {needed_visits}")

# Forecast: expected conversions from visits and CVR
visits2 = 5000    # visits
cvr2 = 1.8        # CVR (%)
expected_conversions = visits2 * cvr2 / 100
print(f"Expected conversions: {expected_conversions}")

Runs with the standard library only. In this example the CVR is 2.5%, the visits per conversion are 40.0, the visits needed are 1667 (1666.67 rounded up) and the expected conversions are 90.0. Change the visits and conversions at the top and run it.

How to write it in LaTeX and other math languages (copy and paste)

Formula for the conversion rate (CVR)

CVR = C ÷ N × 100

\mathrm{CVR} = \dfrac{C}{N} \times 100

<math xmlns="http://www.w3.org/1998/Math/MathML" display="block">
  <mrow>
    <mi>CVR</mi>
    <mo>=</mo>
    <mfrac><mi>C</mi><mi>N</mi></mfrac>
    <mo>&#xD7;</mo>
    <mn>100</mn>
  </mrow>
</math>

CVR = C/N xx 100

c/n*100

CVR := C/N*100;

CVR = C/N*100;

CVR = C/N × 100

Formula for the visits needed (from target conversions and target CVR)

N = ⌈C × 100 ÷ CVR⌉

N = \left\lceil \dfrac{C \times 100}{\mathrm{CVR}} \right\rceil

<math xmlns="http://www.w3.org/1998/Math/MathML" display="block">
  <mrow>
    <mi>N</mi>
    <mo>=</mo>
    <mo>&#x2308;</mo>
    <mfrac>
      <mrow><mi>C</mi><mo>&#xD7;</mo><mn>100</mn></mrow>
      <mi>CVR</mi>
    </mfrac>
    <mo>&#x2309;</mo>
  </mrow>
</math>

N = |~ (C xx 100)/(CVR) ~|

Ceiling[c*100/cvr]

N := ceil(C*100/CVR);

N = ceil(C*100/CVR);

N = ⌈(C × 100)/CVR⌉

Formula for expected conversions (from visits and CVR)

C = N × CVR ÷ 100

C = N \times \dfrac{\mathrm{CVR}}{100}

<math xmlns="http://www.w3.org/1998/Math/MathML" display="block">
  <mrow>
    <mi>C</mi>
    <mo>=</mo>
    <mi>N</mi>
    <mo>&#xD7;</mo>
    <mfrac><mi>CVR</mi><mn>100</mn></mfrac>
  </mrow>
</math>

C = N xx CVR/100

n*cvr/100

C := N*CVR/100;

C = N*CVR/100;

C = N × CVR/100

How to have ChatGPT do the calculation

You are a calculation assistant for online marketing. Do the following calculation by actually running Python code, and base your answer only on the numbers from the execution result (do not answer by mental math or guessing).

An ad was clicked 2,000 times, and 50 of those clicks led to a sign-up (a conversion).
Find each of the following:
1. The conversion rate CVR (conversions ÷ visits × 100, in %)
2. The visits needed per conversion (100 ÷ CVR)
3. For a different page: with a 3% CVR, the clicks needed to get 50 sign-ups (conversions × 100 ÷ CVR, rounded up)
4. For a different page: the expected conversions for a page with a 1.8% CVR that gets 5,000 sessions (visits × CVR ÷ 100)

Show the formulas you used and the numbers from the execution result.

How to Use

1

Enter your numbers

Type the numbers you want to calculate with into the input fields
2

Calculate

Press the "Calculate" button
3

Check the result

The result appears on the spot. The same page also explains the idea behind the calculation and the formula

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\(\mathrm{CVR}\)	C V R	Conversion rate. The percentage of visits that led to a conversion, found with \(\mathrm{CVR} = C \div N \times 100\). In ad platforms and reports it is also written as CR or "Conv. rate".
\(C\)	C	The number of conversions, from the first letter of "conversion". (Example - 50 sign-ups means \(C = 50\))
\(N\)	N	The number of visits (clicks, sessions or users). N, from "number", is the usual letter for a count in math. (Example - 2,000 clicks means \(N = 2000\))
\(V\)	V	The visits needed per conversion. This page uses V, from "visits", and finds it with \(V = 100 \div \mathrm{CVR}\).
\(\lceil\ \rceil\)	ceiling	The symbol for rounding the number inside up to a whole number (the ceiling function), as in \(\lceil 1666.67 \rceil = 1667\). It appears when you find a count of people or times, such as the visits needed.

Conversion Rate Calculator (CVR, Visitors Needed and Expected Conversions)

Table of Contents

What you can do on this page

What is this calculation used for?

Formulas and figures

Symbols and terms

Symbols

Terms

Good to know before you start

How to calculate it in Excel

How to calculate it in Google Sheets

How to calculate it in Python

How to write it in LaTeX and other math languages (copy and paste)

How to have ChatGPT do the calculation

How to Use

DataChef Features

Related Features

Percentage Calculator (Percent, Part and Whole)

Enter any two of the whole, the part and the percentage, and get the third. For percentages in general, not just CVR

Percentage Change Calculator (Increase and Decrease)

Finds how many percent something went up or down, for example how much CVR improved when it rose from 2.0% last month to 2.5%

Sample Size Calculator (Surveys and Margin of Error)

Finds the sample size needed from the margin of error and confidence level. The basis for asking how much data you need before a CVR can be trusted

CTR Calculator (Click-Through Rate from Impressions and Clicks, Impressions Needed)

Enter any two of impressions, clicks and CTR to get the third. Also finds the impressions needed for a target number of clicks

CPC, CPM and CPA Calculator (Ad Cost Metrics and Budget from Target CPA)

Finds the three ad cost metrics from ad spend, impressions, clicks and conversions, and works back from a target CPA to the max CPC and the budget needed

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