How To Calculate Conversion Rate

Last Updated on August 16, 2023 by Jake Sheridan

In this tutorial, you will learn how to calculate the conversion rate in Google Sheets.

How To Calculate Conversion Rate in Google Sheets

If you’re planning out a digital marketing campaign, you may want to keep track of how successful it was in terms of conversions. The conversion rate is one of the key metrics to measure the success of a campaign.

The conversion rate is calculated by dividing the number of people who took an action you wanted them to take (such as an online purchase or signing up for a newsletter) by the total number of people who visited your website or saw your ad. A higher conversion rate indicates a more successful campaign.

Let’s take a look at a simple example.

Suppose you have a product that was advertised on Google Ads and 7 people purchased it. Over the course of the ad campaign, a total of 100 people saw your ad. Your conversion rate can be calculated with the formula (7/100), or 7%.

In this guide, we will show you how to calculate the conversion rate of your campaign in Google Sheets.

How To Determine the Conversion Rate in Google Sheets

Here’s how to determine the conversion rate in Google Sheets.

Step 1

First, the user must determine the type of conversion to track. A conversion refers to any action a user takes that your business considers desirable. For example, a common conversion is whenever a user becomes a paying customer by purchasing your product or subscribing to your service.

After defining what we consider a conversion, we must find the number of conversions in a given time frame. In our example, we are tracking weekly conversions that happen whenever a user who visits our website purchases one of our products.

Step 2

Next, we must indicate the number of interactions made in a given time frame that has a chance to lead to a conversion. The number of interactions should represent the traffic your website has received or the total number of impressions made through online ads.

In this example, we’ve tracked a total of 7,502 users have visited our product’s landing page. Of those users, 155 of them have converted into a paying customer.

Step 3

We can find the conversion rate by dividing the number of conversion by the number of interactions.

In our example, we find that our landing page has a conversion rate of about 2%.

Step 4

We can display the decimal as a percentage by clicking on the Format as percentage shortcut seen below.


This guide should be everything you need to calculate the conversion rate in Google Sheets.

You may make a copy of this example spreadsheet to test it out on your own.