Calculate conversion rate, target conversions, or required visitors with non-conversions, optional value estimates and target gaps. Observed whole counts also show a 95% Wilson interval; planning targets do not.

Count eligible interactions with at most one conversion each, from the same audience and period. This binary definition stays between 0% and 100%.

Comparison target and value

Blank omits comparison.

Blank omits estimated value; not a profit estimate.

CVR Formula

The following formula is used to calculate the conversion rate.

CVR = CV / CL × 100
  • Where CVR is the conversion rate (%)
  • CL is the total number of clicks
  • CV is the total number of conversions

To calculate a conversion rate, divide the total number of conversions by the total number of clicks or visits, then multiply by 100.

CVR Definition

What is CVR?

CVR, which stands for conversion rate, is a metric most often used in advertising to describe the ratio or percentage of clicks or actions that result in a “conversion”.

A conversion in this case could be anything from a sale, newsletter signup, or subscription start.

For this binary conversion-rate calculator, count each eligible click, visit or interaction at most once as converted. Use the same audience, time window and counting basis for the numerator and denominator.

Example Problem

How to calculate CVR?

  1. First, determine the total number of clicks the campaign receives.

    For this example, we are looking at an ad campaign run for an online business that sells computers. The business runs a campaign for 1 week and receives 1000 clicks.

  2. Next, determine the total number of conversions.

    Of those 1000 clicks, 20 of them landed in a sale which would be considered a conversion in this case.

  3. Finally, calculate the CVR.

    Using the formula above, the CVR is calculated to be:
    CVR = CV / CL * 100
    CVR = 20 / 1000 * 100
    CVR = 2%