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Comprehensive Guide: Calculating Website & Campaign Conversion Rates


Measuring the conversion rate is crucial to enhance sales and overall conversions if you’re a business owner actively engaging in advertising campaigns. Businesses can fine-tune their campaign performance for better outcomes through meticulous conversion rate analysis.

The pivotal question remains: How does one accurately calculate the conversion rate for a website or campaign?

In this article, we delve into the essence of conversion rates, elucidate their significance, and furnish you with effective methodologies to ascertain the conversion rate for your business.

Let’s get started!

Understanding Conversion Rate, Formula & Examples

A conversion rate is just a simple formula or metric that businesses use to measure the performance of their advertising campaigns and identify total sales, clicks, profit/loss, budget, and other activities during the campaign. Businesses need to identify the sales, clicks, conversions, leads, and other things to determine whether the campaign is profitable or not and later make decisions to optimize the campaign and make it more powerful. The conversion rate is a metric used to calculate the percentage of visitors converted as customers via website, store, or landing page. Once a business identifies its marketing campaign activities, make changes and optimize the campaign for better results.

The Conversion Rate formula is:

Conversion Rate = (Total number of conversions / Total number of visitors)*100

Let’s understand the conversion rate with an example:

If you’re running an e-commerce store and want to analyze your store’s conversion rate, then use this e-commerce conversion rate formula to identify the conversion rate.

To identify the conversion rate for your e-commerce store, you need to analyze how many percent of visitors coming to your store get converted into customers.

For different businesses, conversions can be different, like purchases, clicks, leads, fill forms, etc. That’s why businesses use different types of conversion metrics to identify the conversion rate:

  • CPL (Cost Per Lead)
  • CPC (Cost Per Conversion)
  • CCR (Click Conversion Rate)
  • CPA (Cost Per Action)

Let’s discuss this in detail!

Conversion Metrics: CPL, CPC, CCR, and CPA

CPL (Cost Per Lead)

Cost Per Lead is a simple metric businesses use to identify the cost required for each lead generation through advertisement campaigns. With the cost-per-lead metric, businesses can determine how much they’re spending for each lead and whether they are profitable or taking more money. Once they’ve figured out the cost per lead, make changes in the campaign and make it better.

The Cost Per Lead formula is:

Cost Per Lead (CPL) = Total campaign cost / Total amount of leads

CPA (Cost Per Action)

CPA is also known as Cost Per Action, and this metric is used by businesses to identify the cost for each action taken by customers on a website, store, or landing page. For businesses, action can be purchased, click, sales, refer, fill form, etc. So it depends on the business requirements. With this metric, a business can determine the amount spent for each customer action. This metric is one of the important metrics to determine the cost for each action and how businesses can optimize their campaign with this metric.

The Cost Per Action formula is:

Cost Per Action (CPA) Formula = Total campaign cost / Total amount of conversion

CCR (Click Conversion Rate)

CCR is called Click Conversion Rate, and this formula is completely different. Businesses use it to identify the conversion percentage of the total number of clicks coming through advertising campaigns. With the Click Conversion Rate metric, businesses can identify how many visitors come to the website, store or landing page and the conversion percentage of the total number of clicks.

The Click Conversion Rate formula is:

Click Conversion Rate (CCR) = Total number of conversions / Total number of clicks

CPC (Cost Per Conversion)

CPC is also known as Cost Per Conversion. This metric is used by businesses to identify the cost for each conversion through advertising campaigns. It’s one of the essential metrics used by different businesses for different purposes because conversion is different for each business, including purchase, click, leads, sign-up etc., to identify this metric. It can calculate the amount spent for each conversion. It also helps to identify the changes required to optimize the campaign and get conversion at less cost.

The Cost Per Conversion formula is:

Cost Per Conversion (CPC) = Total campaign cost / Total number of conversions

Website Conversion Rate

If you’re running a website and getting potential traffic that converts into customers, then it’s time to identify your website conversion rate so that you can optimize the conversion rate for your website and grow your business.

First, you should understand that different conversions are available per business requirements. So where any visitor comes to the website, then businesses require these conversions:

  • Sign-up for newsletter
  • Purchase
  • Fill form
  • Book appointments
  • Create a free account
  • Download App/File
  • Subscription
  • Content shared/engagement

These are some of the most used conversions by businesses. Whenever visitors visit the website, businesses add these call-to-actions and use metrics to calculate the conversion rate.

Importance of Conversion Rate

For businesses, conversion rate plays a major factor that helps them identify the performance of their advertising campaigns and how many conversions they’re getting through the campaign. With the conversion rate metric, you can determine how many visitors are converted as customers on your website and where you’re lacking to increase the conversion rate. This data helps you optimize your campaign and increase your conversion rate. It’s a simple formula used to determine the conversion rate for any campaign and the changes required to optimize the campaign.

Conversion Rate gives businesses the right direction to determine whether they’re putting efforts and money in the right direction and, if required, changes, then optimize the campaign and get better results.

Top Tools for Tracking Conversion Rate

It’s crucial to have accurate data from previous campaigns to improve your marketing campaigns’ conversion rate. Dedicated tracking tools can provide accurate metrics, aiding in informed decision-making to optimize your campaigns. Here are some top-rated tracking tools:

  • Google Analytics: A robust tool for monitoring your website’s visitor behavior and conversion rate.
  • Hotjar: Offers heatmaps and user recordings to understand how visitors interact with your site.
  • Crazy Egg: Provides insights through heatmaps, scrollmaps, and A/B testing to help optimize conversions.
  • Mixpanel: Delivers granular analytics to measure and improve your conversion rates.

Explore these tools to gain valuable insights, refine your campaigns, and boost your conversion rates.

Identifying Website Conversions

Businesses must know the best way to calculate website or campaign conversion rates. It helps them understand what works for them, the changes required, and how to optimize the website or campaign conversion rate.

Whether running a website or campaign, conversion (or result) depends on business requirements. Conversion can be a purchase, free trial, click, lead, engagement, etc. So first, you need to define which type of conversion you want from the website or campaign and then pick a formula that helps you calculate the website or campaign conversion rate.

Once you’ve selected the result of your website or campaign, you can pick a conversion rate metric and apply it to your website or campaign. Let’s see!

Conversion Rate = (Total number of conversions / Total number of visitors)*100

For example – If you’re a software company and running an offer on your website for a free trial and around 1000 visitors view the offer on the website, and 200 visitors purchase the software, then you can use this formula:

Conversion Rate = (Total number of conversions / Total number of visitors)*100

Conversion rate = (200/1000)*100,

It means your website conversion rate is 20%.

Similarly, you can use this formula to identify the campaign conversion rate by identifying your campaign’s result and then applying the Conversion Rate formula.

Optimizing Campaigns for Higher Conversion Rates

If you want to grow your business and increase your conversion rate, you make some major changes that help you catch customers’ attention, generate qualified leads, and increase sales and conversions.

Here are some of the most effective ways to increase your website or campaign conversion rate:

1. Optimize your website/landing page

An attractive website or landing page is essential for any business to generate qualified leads and convert them into customers and social proof is a must to enhance efforts.. With a landing page, promoting products or services is easy and encourages visitors to make buying decisions. You need to convert your simple website into a powerful, appealing, attractive one with call-to-actions, newsletter subscription, chatbot, etc., and increase the conversion rate.

2. Create Useful Blogs

Also, you can start writing useful and valuable blogs to provide valuable information to your potential customers and build trust for your brand. With blogging, you can generate potential customer traffic on your website that can convert into sales. It’s the most effective and organic way to target potential customers and encourage them to make buying decisions faster.

3. Social media marketing

Billions of people are actively using social media platforms, and surely your potential customers. So if your potential customers are on social media, why are you not taking action to get in front of them and promote your products/services? You need to build a strong presence on Facebook, Instagram, Twitter, and YouTube to catch your customer’s attention and encourage them to make buying decisions faster.

4. Email Marketing

Email marketing is the most preferred marketing strategy to attract potential customers to your site and increase sales. Almost every business uses email marketing to attract customers, generate qualified leads, nurture leads, and increase sales and conversions. Email marketing is a platform where he can consistently promote your products/services to potential customers and build trust towards your brand.

Email marketing is not a one-shot game; it’s catching customers’ attention, generating qualified leads, nurturing leads, and increasing sales.

5. Referrals

Referrals are a traditional but powerful strategy to increase sales and conversions. If you have a group of previous clients who got benefits after using your products and services, you can ask them to refer your products & services to other needy people. There’s unlimited potential for using this marketing strategy and growing your business.

6. A/B Testing

A/B Testing is a must-have marketing strategy that increases sales and optimizes marketing campaigns. With A/B testing, you can discover what works and brings results and what you need to change in your campaign or website for better results. If you want to optimize your website or campaign, you need to create two websites or campaigns together and run them for some time. Later, you can compare both websites or campaigns together and see which gives better results and the changes required in campaigns or websites to increase sales and conversions.

7. Social Proof Notifications

Social proof notifications are in demand nowadays, and many businesses use this strategy to increase sales and conversions. Social proof notifications are attractive pop-up notifications that you can display on your website to catch customers’ attention and encourage them to take similar actions as others are taking. You can use these attractive pop-up notifications on eCommerce stores, landing pages, and websites to increase your chances of converting visitors into customers. If you plan to add social proof notifications on your website, create a free account in WiserNotify and display pop-up notifications on your website. WiserNotify is the #1 best social proof notifications platform that supports 250+ platforms, including WordPress, Landing Page builders, and email marketing tools where you can use WiserNotify pop-up notifications and increase sales and conversions.


Conversion rate is the most important metric for any business to analyze the performance of its website and campaigns and make the right decisions to grow its business. Conversion Rate helps businesses identify what works for their business and what requires changes in their website or campaigns to get desired results.

Krunal Vaghasiya
Krunal Vaghasiya
Krunal Vaghasiya is a marketing tech expert who boosts e-commerce conversion rates with automated social proof and FOMO strategies. He loves to keep posting insightful posts on online marketing software, marketing automations, and improving conversion rates.

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