TikTok works out conversion rate two ways: conversions out of every time your ad was shown, or conversions out of clicks to your site or app. Put either number in the visitors box above and your conversions under it. Use the same ad and the same dates for both. The result shows as a percentage to two decimal places. Add what one conversion is worth and it also shows the estimated revenue.
Which TikTok numbers to type
- For the impression rate, put your impressions in the visitors box. TikTok counts an impression each time the ad was shown.
- For the click rate, put your destination clicks in the visitors box. These are clicks that led to the destination you set, such as your site or app.
- Type Conversions as conversions. Take both numbers from the same ad, ad group or campaign and the same date range, or the rate won't match Ads Manager.
The impression rate will always be lower than the click rate for the same ad, because far more people see an ad than click it. Pick the one you want to compare and stick with it.
What TikTok counts as a conversion
A conversion in Ads Manager is each time an ad led to the optimization event you chose for it. If one campaign optimizes for purchases and another for sign-ups, their conversion rates measure different things and don't compare directly.
Ads Manager also shows real-time versions of both rates. If you're checking against one of those columns, use the real-time conversions too.
What this calculator does not do
It doesn't connect to your TikTok account, so you copy the numbers in by hand. It won't give you an engagement rate from likes, comments, shares and views. It doesn't work out cost per conversion either.
Metric definitions come from TikTok's About basic metrics and definitions in TikTok Ads Manager help article, 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.