Turn visitors, conversions, and conversion revenue into conversion rate, revenue per visitor, and average revenue per conversion.
What conversion rate measures
Conversion rate compares a defined action count with visitors or sessions. With one deduplicated action per visitor it is a share; event-based tracking can exceed 100% when one visit produces several conversions. One analysis still has to keep the event and denominator fixed.
Conversion rate = conversions ÷ visitors × 100% Revenue per visitor = conversion revenue ÷ visitors Average revenue per conversion = conversion revenue ÷ conversions
Example
10,000 visits and 250 purchases is a 2.5% conversion rate. If those purchases produced $50,000, revenue per visitor is $5.00 and average revenue per conversion is $200.
Compare rates only on the same definition
Site visitors, sessions, and ad clicks are different denominators. A completed purchase is not an add-to-cart. Match the event, attribution, and de-duplication before comparing channels or periods.
Frequently asked questions
Can conversions be higher than visitors or sessions?
Yes when the report counts multiple conversion events per visit. A result above 100% is valid only when that repeated-event definition is intentional; otherwise check de-duplication and the reporting scope.
What if there are no conversions?
The conversion rate is 0%. Average revenue per conversion is not applicable because the conversion denominator is zero.
Is a higher conversion rate always better?
No. A steep discount can raise the rate and cut margin. Read it with average order value, CAC, and ROAS.
Does this connect to Google Analytics?
No. It only calculates the numbers you type and does not read any analytics platform.