Your inputs
Enter values from the same reporting or planning period. Grey placeholders are worked-example inputs, not benchmarks. All money values use the selected currency; no conversion is performed.
Your results
Enter your inputs and press Calculate to see results.
Formula and method
CTR = clicks ÷ visitors × 100. Conversion rate = conversions ÷ clicks × 100. Visitor-to-sale rate = conversions ÷ visitors × 100. Revenue = conversions × order value. Commission follows the selected terms. EPC = commission ÷ clicks; revenue per visitor = commission ÷ visitors.
Worked example
Recorded 10,000 visitors, 500 clicks and 15 sales imply 5% CTR, 3% click conversion and 0.15% visitor conversion. £100 orders with 10% commission give £150 earnings, £0.30 EPC and £15 per 1,000 visitors.
How to interpret your results
Use recorded stage counts to locate changes in the funnel. Counts drive the results here; rates are derived, not guessed. For a forward forecast from assumed rates, use Sales or Earnings rather than entering invented observations.
Assumptions and edge cases
All counts must use compatible periods and attribution. Repeat events may create rates above 100%; these are flagged for review. Zero denominators leave affected rates unavailable while independent monetary totals remain calculable.
Related calculators
Programme research
Read official terms and research dates in the programme directory. Enter your own documented assumptions here; recurring or tiered terms require a model with an appropriate scope.
View the programme directoryFrequently asked questions
Can this diagnose the cause of a drop?
It shows which stage changed, but cannot establish the cause. Tracking changes, traffic mix and merchant performance require separate investigation.