Your inputs
Enter values from the same reporting or planning period. Grey placeholders are worked-example inputs, not benchmarks.
Your results
Enter your inputs and press Calculate to see results.
Formula and method
Conversion rate = conversions ÷ selected traffic base × 100. Conversions per 1,000 base units = conversions ÷ base × 1,000.
Worked example
15 conversions from 500 affiliate clicks gives a 3% click-to-sale rate: 3 conversions per 100 clicks or 30 per 1,000. Against 10,000 visitors, those same sales represent a 0.15% visitor-to-sale rate.
How to interpret your results
Choose affiliate clicks to analyse merchant conversion. Choose visitors to measure the full visitor-to-sale path. Neither result is outbound CTR, which measures link clicking rather than sales.
Assumptions and edge cases
Counts use the same period and attribution scope. A zero base produces no calculable rate. If repeated conversion events exceed the base count, a rate above 100% is possible and is flagged for review.
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
Which traffic base should I select?
Select the population that had the opportunity to convert. For a merchant landing-page rate use affiliate clicks, not all visitors to your own site.