Best Practice Media · Free marketing tools
Calculate a purchase, inquiry or signup rate with a matched traffic denominator. Compare a target at the same traffic count and distinguish percentage points from relative change.
All starting values are illustrative examples. Replace them with your own figures.
Divide the conversions by the traffic that had the opportunity to convert and multiply by 100. Match the action, period and denominator. For a share of converting users, use converted users divided by eligible users; for a share of converting sessions, use converted sessions divided by eligible sessions. An event count can include multiple actions by one user or in one session.
120 conversions from 5,000 eligible sessions gives an action-count rate of 2.4%. A 3% target at the same traffic count needs 150 conversions, or 30 more. The difference is 0.6 percentage points and a 25% relative increase. If the count instead represents 120 converted sessions, 2.4% is the share of sessions that converted.
Google Ads defines conversion rate using conversions divided by eligible ad interactions and explains why repeated conversions can produce rates above 100%. A website session/user measure uses a different denominator; select and document yours.
Separate purchases, successful inquiries, signups and other events. A submitted form is not automatically a qualified inquiry or customer. Deduplicate when appropriate and distinguish recorded conversion events from verified sales outcomes.
The target field holds traffic constant and changes only the rate. It does not estimate an intervention’s effect, confidence level or statistical significance. Channel mix, device mix, attribution, seasonality and tracking changes can alter observed rates. Use suitable experiment methods to assess causality.
It depends on your action, audience, channel, business model and counting method. Compare a consistent baseline and customer quality rather than applying a universal target.
Use the denominator that matches your report and question. Users may visit more than once; sessions count visits; ad clicks and eligible interactions count advertising activity. Do not mix them across periods or comparisons.
Yes for an action-count rate when multiple counted actions occur per user, session or interaction. It is not a share of unique converting people. The tool flags values above 100% so you can check definitions.
Zero traffic makes conversion rate undefined and requires a positive denominator. Zero conversions with positive traffic gives 0%. Relative increase from a zero starting rate is undefined; the absolute percentage-point difference remains usable.
No. Moving from 2.4% to 3% is +0.6 percentage points and +25% relative change. Neither number alone proves that an optimization caused the improvement.
Explore paid search management · Calculate customer acquisition cost · Calculate CTR · Calculate ROAS and margin thresholds
Talk with BPM about landing pages, conversion definitions and the inquiries or purchases your business needs to generate.
Talk to our team →