Conversion rate calculator
What share of your store's visits end in an order? Enter orders and sessions; add users and revenue to see the rate per person and what a visit is worth.
Result
Fill in orders, sessions to see the result.
How it works
Conversion rate is orders divided by sessions: the share of visits that ended in a purchase. Shopify defines its online store conversion rate this way, as the sessions that completed checkout over all sessions.
The same orders give a different rate on a different base. Divide by users instead of sessions and the rate goes up, because one person can visit several times before buying. Divide by ad clicks, as Google Ads does, and you have a third rate. None is wrong; they answer different questions, so compare like with like.
conversion rate per session = orders ÷ sessions × 100 sessions per order = sessions ÷ orders conversion rate per user = orders ÷ users × 100 revenue per session = revenue ÷ sessions = conversion rate × average order value
What each term means
- Orders
- Purchases in the period, or the conversion you are measuring. Take them from the same source as the sessions where you can.
- Sessions
- Visits. A session ends when the visitor goes quiet for a while, so one person can make many.
- Users
- The different people who visited in the period; in practice, the browsers and devices your analytics can tell apart.
- Rate per session
- Orders per 100 visits: the usual store conversion rate.
- Rate per user
- Orders per 100 visitors. GA4's user key event rate is close to it, but counts each converting user once, however many orders they placed.
- Revenue per session
- What an average visit is worth: the conversion rate times the average order value.
Three rates for the same store
- Shopify: sessions that completed checkout, divided by sessions.
- GA4: the session key event rate, the share of sessions in which any key event fired. If add to cart or a sign-up is also a key event, it is not a purchase rate.
- Google Ads: conversions divided by ad interactions such as clicks. When one click leads to several conversions, it can pass 100%.
When the rates disagree, check the base first. A change in how sessions are counted, such as a new consent banner or a tag change, moves the rate without a single order changing.
Worked example
Example numbers, round on purpose. They are not a real store.
- Orders
- 300
- Sessions
- 12,000
- Users
- 9,000
- Revenue
- €24,000
- 1Conversion rate per session: 300 ÷ 12,000 = 2.50%
- 2Sessions per order: 12,000 ÷ 300 = 40.0
- 3Conversion rate per user: 300 ÷ 9,000 = 3.33%
- 4Average order value: €24,000 ÷ 300 = €80.00
- 5Revenue per session: €24,000 ÷ 12,000 = €2.00, the same as 2.50% × €80.00
The same 300 orders are a 2.50% rate per session and a 3.33% rate per user. Quote one, say which, and keep to it.
Frequently asked questions
How do you calculate an ecommerce conversion rate?
Divide orders by sessions and multiply by 100. 300 orders from 12,000 sessions is a conversion rate of 2.50%: one order for every 40 sessions.Should conversion rate use sessions or users?
Either, as long as you say which and never mix them. Sessions answer how often a visit ends in an order; users answer how often a visitor does. The rate per user is higher whenever people visit more than once before they buy.Why does my conversion rate differ between Shopify and GA4?
They count different things. Shopify divides the sessions that completed checkout by its own session count. GA4's session key event rate is the share of sessions in which any key event fired, which can include events other than a purchase, and the two tools do not count sessions the same way.What is a good conversion rate for an online store?
No single figure fits every store: price, category, device and traffic source all move it, and a store selling €500 items converts differently from one selling €15 items. Compare your rate with your own past months, split by traffic source, rather than with an average from other stores.Why is the conversion rate in Google Ads so much higher?
Google Ads divides conversions by ad interactions, mostly clicks, rather than by all visits to your store, and it can count several conversions for one click, so its rate can even pass 100%. It measures the ad's own traffic, not your store as a whole.Does a higher conversion rate always mean more revenue?
Not always. A discount can lift the rate while it lowers the order value, and fewer but keener visitors can raise the rate while orders fall. Revenue per session, the rate times the average order value, is the steadier measure.
Related terms: conversion rate, session, conversion rate optimization and average order value.
Related calculators
- Average order value calculatorRevenue over orders, what the average order leaves after the cost of goods, and how much an order must grow to pay for free shipping.
- CPA calculatorAd spend over conversions, then the check that matters: with your order value and margin, whether an order can pay for its own acquisition.
- CTR calculatorClicks per impression, the CPC and CPM behind it, and how many of the platform's clicks GA4 recorded as visits.
Next: where did the visitors who bought come from?
A conversion rate tells you how well the store sells, not which channels brought the buyers. Your GA4 export already holds how long your buyers take and which channels they touch. First finding free, in your browser; the full read is €99.