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Conversion Rate Calculator

Conversion rate is the share of visitors who do what you want – buy, call, book or fill in a form. This conversion rate calculator turns two numbers into the percentage that tells you whether to spend more on traffic or fix the page first

—Conversion rate
How it works

How to calculate conversion rate

Conversion rate = (Conversions ÷ Visitors) × 100

Conversions – the number of visitors who completed the action you’re counting: a purchase, a lead form, a sign- up, a phone call. Count one action per session, and count the same action for every channel you compare- otherwise paid and organic will never line up.

Visitors – total session or unique visitors over the same period- not page views. Mixing sessions on top and unique users on the bottom is the most common way this number gets quietly inflated, and it makes every channel comparison useless.

For example: A landing page took 8,400 visitors last month and produced 312 leads. Conversion rate = (312/8,400) x100=3.71%. That is below the 6.6% landing page median Unbounce reported across 41,000 pages. Lift it to 5% and the same 8,400 visitors return 420 leads – 108 more, at no extra median cost.

FAQ

Frequently asked questions

Why does CLV matter for ad budgets? +
Because it sets your acquisition ceiling- but in profit, not revenue. This CLV calculator returns revenue lifetime value, so a $1,440 CLV at a 20% margin is only $288 of gross profit. Judge CPA against the $288, not the $1,440, or you will scale a loss.
What is a good LTV: CAC ratio? +
Above 3 is the widely used target. David Skok’s SaaS Metrics 2.0, last updated June 2026, puts the healthy range above 3 and notes strong companies reach 7 or 8. Treat it as a practitioner heuristic built on SaaS portfolio companies, not a measured industry average.
Is a $1,440 CLV good? +
It depends entirely on margin and acquisition cost. At a 20% margin, $1,440 of life time revenue is $288 of gross profit. Against Word Stream’s 2026 median cost per lead of $66.69, and assuming a quarter of leads buy, that is roughly break-even – workable, but not comfortable.
How can I increase CLV? +
Three levers, in order of speed: raise average order value with bundles and upsells, raise purchase frequency with email and replenishment reminders, then extend lifespan by cutting churn. Dropping churn from 25% to 20% stretches average lifespan from four years to five – a 25% CLV lift.
How does CLV connect to break-even ROAS? +
Both are margin problems. Break-even ROAS is 1/contribution margin, so a 20% margin needs 5.0x and a 40% margin needs 2.5x. CLV tells you how many purchases you get to earn that back over. Run your own on the Break-Even ROAS Calculator.
What if I don’t know my customer lifespan? +
Use 1/your annual churn rate. If 25% of customers stop buying each year, average lifespan is four years; 20% churn gives five. For a new store with under twelve months of history, use one year and revisit the number each quarter than guessing high.
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