What Is the Formula for Conversion Rate?
Updated April 7, 2026 3 min read
What Is the Formula for Conversion Rate?
Conversion rate = (number of conversions divided by total number of visitors) multiplied by 100. For ecommerce, conversions are completed transactions and visitors are total sessions. A store with 10,000 sessions and 250 completed purchases has a conversion rate of 2.5%. Track this number by device and traffic source separately. A blended rate hides the real story: desktop and mobile conversion rates often differ by 2 to 3 percentage points, and each requires a different fix.