A Facebook ad's conversion rate is its conversions divided by its link clicks, shown as a percentage. Put the link clicks in the visitors box above and the purchases, sign-ups or calls in the conversions box. The rate shows to two decimal places as you type. Add what one conversion is worth and it also shows the estimated revenue.
Which Facebook clicks to count as visitors
Meta reports more than one kind of click, and the one you pick changes the rate. Link clicks are clicks on links to destinations on or off Facebook, such as your website. Clicks (all) is every click on the ad, and that includes Page likes, post comments and event responses.
Use link clicks as your visitors. Clicks (all) is a bigger number, so dividing by it makes the rate look lower than it is for people who actually reached your site.
From Meta's own definitions of its click metrics on Meta for Developers, read in October 2026.
Type in numbers from the same ad and dates
The calculator doesn't connect to Ads Manager, so you type both numbers in yourself. It doesn't work out cost per conversion or return on ad spend, and it has no Facebook benchmark to compare your rate against.
Take both numbers from the same ad and the same date range. Conversions from one week divided by link clicks from another give a rate that means nothing.
This conversion rate calculator is free with no signup. SearchBlueprint, who make it, sell SEO planning for websites: which searches each page should answer.