An ad's conversion rate is its conversions divided by the people who clicked through, shown as a percentage. Google Ads calls it the average number of conversions per ad interaction. Your ad clicks go in visitors and your conversions go in conversions. The rate comes out to two decimal places. Add what one conversion is worth and you also get the estimated revenue.
How to work out an ad's conversion rate
- Open your ad platform's report and pick a date range. Take both numbers from that same range.
- Type the clicks or interactions into visitors.
- Type the conversions into conversions. A conversion is whatever you count: a sale, a signup or a call.
- Type what one conversion is worth to get the estimated revenue too.
The calculator doesn't connect to Google Ads, Meta or any other ad account, so it can't pull your numbers in for you. It doesn't work out cost per conversion or return on ad spend either. It only divides the two numbers you type.
How Google Ads gets the same number
Google Ads uses the same division. Say an ad gets 1,000 interactions and 50 conversions. Google Ads puts its conversion rate at 5%. Type 1,000 as visitors and 50 as conversions above and you get the same result.
If your figure doesn't match the one in your ad account, check that both numbers cover the same dates and the same conversion actions. The platform may also count conversions it can tie to a click that you'd miss counting by hand.
From Google's Google Ads Help page on conversion rate, read in October 2026.
This conversion rate calculator is free with no signup. SearchBlueprint, who make it, sell SEO planning for websites: which searches each page should answer.