Calculator
Example data table
| Channel | Visitors | Purchases | Conversion rate |
|---|---|---|---|
| Organic Search | 12,400 | 372 | 3.00% |
| Paid Search | 8,100 | 219 | 2.70% |
| 2,850 | 143 | 5.02% | |
| Social | 5,600 | 84 | 1.50% |
| Total | 28,950 | 818 | 2.83% |
Use this table as a template for channel-level tracking.
Formula used
Purchase conversion rate (%)
Conversion Rate = (Purchases ÷ Denominator) × 100
Supporting metrics
- Purchases per 1,000 = (Purchases ÷ Denominator) × 1000
- AOV = Revenue ÷ Purchases
- Cost per purchase = Ad Spend ÷ Purchases
- ROAS = Revenue ÷ Ad Spend
- Net Revenue = max(0, Revenue − Refunds)
Confidence interval (advanced)
The interval uses the Wilson score method for a proportion, which performs well for small samples and extreme rates. It estimates a likely range for the true conversion rate given your observed purchases and denominator.
How to use this calculator
- Pick a reporting window (day, week, month, campaign).
- Enter total purchases for the same window.
- Select a denominator type, then enter its count.
- Add revenue, spend, and refunds for deeper insights.
- Optionally set a target rate to see the purchase gap.
- Press Calculate to view results above the form.
- Use CSV or PDF to share results with your team.
FAQs
1) What is purchase conversion rate?
It is the percentage of opportunities that turn into purchases. You divide total purchases by a chosen denominator (like visitors or sessions) and multiply by 100.
2) Which denominator should I choose?
Use visitors for unique people, sessions for visits, and clicks for ad traffic. Pick one definition and keep it consistent across reports so trends are comparable.
3) Why add revenue and spend?
They unlock decision metrics like average order value, cost per purchase, and ROAS. This helps you judge quality and profitability, not just the rate.
4) What if purchases are higher than visitors?
It can happen due to repeat purchases, bulk orders, bot traffic, or mismatched tracking sources. Verify your measurement window, filters, and attribution rules.
5) Should refunds reduce conversion rate?
Conversion rate typically counts completed purchases. Refunds are better handled through net revenue and refund rate, which this calculator includes when you provide both values.
6) What does the confidence interval mean?
It is a statistical range that likely contains the true conversion rate for your traffic level. Wider intervals usually indicate smaller sample sizes or higher uncertainty.
7) Why doesn’t my analytics tool match exactly?
Differences often come from attribution windows, de-duplication rules, bot filtering, and event definitions. Align the same filters, time zone, and purchase event settings.
8) How can I improve purchase conversion rate?
Focus on faster pages, clearer value propositions, fewer checkout steps, stronger trust signals, and targeted offers. Also test messaging by channel so intent and landing pages match.