Conversion rate calculator
Conversion rate is conversions divided by clicks or sessions, as a percentage. One hundred conversions from 2,000 clicks is 5%. It is the single most leveraged number in a funnel, because it multiplies every cost above it.
How to calculate conversion rate
Improving conversion rate is worth more than the same proportional improvement anywhere else, because it divides into every upstream cost at once. Doubling conversion rate halves CPA and doubles ROAS without touching a bid. It is also the hardest to move, and the easiest to fool yourself about: a 20% improvement measured on 200 visits is well within noise, and the sample size calculator will tell you how much traffic you actually need before a result means anything.
Questions
E-commerce typically runs 1–3%, lead generation 5–15%, and a well-qualified checkout far higher. Compare against your own history first.
Either, but be consistent. Sessions is usual for site analytics, clicks for ad platforms, and the two rarely match exactly.
More than most people assume. Use the sample size calculator; small samples produce large and meaningless swings.
Because it divides into every upstream cost. Doubling it halves CPA and doubles ROAS without changing a single bid.
Track them separately. Mixing newsletter signups into a purchase conversion rate makes the number look better and mean less.