Calculating conversion rate is simple: Conversion rate (%) = (Number of conversions / Total visitors) × 100 For example, if 500 out of 10,000 visitors complete a purchase, your conversion rate is (500 / 10,000) × 100 = 5%. The "conversion" means any desired action: purchases, sign-ups, downloads, etc. Tracking this metric tells you how well your site or campaign is performing and where you need to optimize for better results.