Conversion Rate Calculator
Find what share of your clicks or visitors convert, or work out how much traffic you need to reach a sales or lead target.
- Free, no sign-up
- Solve for rate, conversions or traffic
- Ads and websites
Conversion rate = conversions ÷ clicks × 100
Conversion rate
7%
Conversion rate = 70 ÷ 1,000 × 100 = 7%
- Conversion rate
- 7%
- Conversions
- 70
- Clicks or visitors
- 1,000
Median conversion rate: 8.18% · yours is 14% lower
Source: WordStream 2026, 13,474 US search campaigns, April 2025 – March 2026.
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Average Google Ads conversion rate by industry (2026)
Across US search campaigns on Google and Microsoft Ads, the median conversion rate was 8.18%. Use your industry's figure as a reference point, not a target: offer, location and account setup move these numbers a lot.
| Industry | Median conversion rate | Chart |
|---|---|---|
| All industries | 8.18% | |
| Animals & Pets | 16.22% | |
| Apparel / Fashion & Jewelry | 4.50% | |
| Arts & Entertainment | 5.91% | |
| Attorneys & Legal Services | 5.55% | |
| Automotive — For Sale | 6.01% | |
| Automotive — Repair, Service & Parts | 15.51% | |
| Beauty & Personal Care | 10.35% | |
| Business Services | 4.85% | |
| Career & Employment | 3.05% | |
| Dentists & Dental Services | 10.67% | |
| Education & Instruction | 13.14% | |
| Finance & Insurance | 2.64% | |
| Furniture | 2.99% | |
| Health & Fitness | 6.94% | |
| Home & Home Improvement | 8.05% | |
| Industrial & Commercial | 8.20% | |
| Personal Services | 12.34% | |
| Physicians & Surgeons | 12.43% | |
| Real Estate | 3.70% | |
| Restaurants & Food | 8.05% | |
| Shopping, Collectibles & Gifts | 4.01% | |
| Sports & Recreation | 7.69% | |
| Travel | 5.83% |
Source: WordStream by LocaliQ, Google Ads Benchmarks 2026, 13,474 US search campaigns, April 2025 – March 2026. The report labels these averages, but they are medians. For comparison, the median conversion rate for e-commerce brands on Meta Ads was 1.53% (Triple Whale, Aug 2025 – Jul 2026).
How to calculate conversion rate
Conversion rate is the share of clicks or visitors that complete the action you care about:
Conversion rate = conversions ÷ clicks (or visitors) × 100
1,000 ad clicks and 30 orders give a 3% conversion rate. The calculator also answers planning questions:
- Sales you can expect: conversions = conversion rate × traffic ÷ 100. At 2.5%, 4,000 visitors bring about 100 orders.
- Traffic you need: traffic = conversions × 100 ÷ conversion rate. To get 60 leads at 4%, you need 1,500 visitors.
What counts as a conversion
Define it before you measure it. Common choices:
- Purchases for online stores.
- Leads: quote requests, booked calls, form submissions.
- Phone calls above a set length, for service businesses.
- Sign-ups for trials, newsletters or accounts.
Keep primary conversions (the ones that make money) separate from secondary ones such as newsletter sign-ups or page views. Mixing them inflates the rate and misleads automated bidding.
Ads vs. website conversion rate
- In Google Ads, conversion rate = conversions ÷ ad interactions (clicks for search ads). If you count every conversion rather than one per click, the rate can exceed the share of people who converted.
- In Google Analytics, the rate is usually based on sessions or users across all traffic sources, so it won't match the ads account.
Use the same definition every time you compare two numbers.
What affects conversion rate
- Traffic intent. Someone searching "emergency plumber near me" is far closer to buying than someone who clicked a social ad while scrolling.
- The offer. Free quotes and low-commitment steps convert better than big purchases.
- The landing page. Speed on mobile, a clear headline that matches the ad, visible phone number and short forms all matter.
- Trust. Reviews, guarantees, real photos and clear pricing reduce hesitation.
How to improve it
- Send each ad to the most relevant page, not the home page.
- Cut form fields to what you actually need for the first contact.
- Make the next step obvious above the fold, with a click-to-call button on mobile.
- Fix speed. Slow pages lose visitors before they see the offer.
- Test one change at a time and give each test enough traffic to be sure.
Why it matters for ad costs
Conversion rate decides what each customer costs: CPA = CPC ÷ conversion rate. At $2 per click, a 2% rate means $100 per customer, and 4% means $50. Doubling conversion rate halves your cost per acquisition without a dollar more in ads. Try it in our CPA calculator, then check profitability with the ROAS calculator.
Conversion rate FAQ
Conversion rate = conversions ÷ clicks (or visitors) × 100. If 1,000 ad clicks produced 30 orders, the conversion rate is 3%. For a whole website, divide conversions by sessions or users instead.
Google Ads divides conversions by ad interactions, which for search campaigns are clicks. If you count every conversion (for example, two orders from one click), the rate can go above what you'd get counting customers.
It varies widely with the offer, the price and how ready the visitor is to buy. The median for US Google search campaigns was 8.18% in WordStream's 2026 report, ranging from 2.64% in finance and insurance to 16.22% in animals and pets. Those figures count leads such as calls and forms; online purchases convert at lower rates. Track your own rate by campaign and landing page and test changes against it.
Directly. Cost per acquisition = cost per click ÷ conversion rate. At a $2 CPC, a 2% conversion rate means $100 per customer. Lift the rate to 4% and the same clicks cost $50 per customer.
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