How to Calculate Conversion Rate in Google Analytics

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When it comes to digital marketing, conversion rate is a vital metric that can help gauge the effectiveness of campaigns and how they are driving desired actions from website visitors. If you're looking to gain insight into your website's performance, Google Analytics is an excellent tool to help you do this, and knowing how to calculate conversion rate is a crucial part of the analytics process. In this article, we'll take you through the necessary steps to understand and calculate conversion rates in Google Analytics.

Understanding Conversion Rate in Google Analytics

Before we dive into the technical aspects of calculating conversion rates in Google Analytics, it's essential to have a good understanding of what conversion rates are and how they relate to digital marketing success. Simply put, conversion rate refers to the percentage of website visitors who complete a pre-defined goal or take a specific action on your website that aligns with your business's objectives. A conversion could be anything from filling out a contact form to making a purchase, depending on the desired outcome.

Conversion rate, in essence, is a measure of how well your website or marketing campaign is performing. It gives marketers a clear sense of whether or not their efforts are paying off in terms of generating the desired user actions.

However, it's important to note that conversion rate is not the only metric that matters when it comes to digital marketing success. It's just one of many metrics that can help you measure the effectiveness of your campaigns and strategies.

What is Conversion Rate?

To put it simply, conversion rate is the number of conversions generated divided by the total number of website visitors, multiplied by 100. For example, if 1000 people visit your website during a given period, and 50 of them convert, your conversion rate would be (50/1000) * 100 = 5%.

However, it's important to note that conversion rate can vary widely depending on the industry, the type of website, and the type of conversion being measured. For example, an e-commerce website may have a much lower conversion rate than a lead generation website, simply because the buying process is more complex and requires more steps.

Importance of Conversion Rate in Digital Marketing

Conversion rate is a crucial metric that can help digital marketers determine the effectiveness of their campaigns and strategies. Understanding conversion rates can help businesses identify areas where they need to improve or focus their marketing efforts and identify trends in user behavior that could affect their bottom line.

Moreover, with the right goals set up in Google Analytics, marketers can track and measure the success of their campaigns in real-time and make data-driven decisions to optimize their performance further.

For example, if you notice that your conversion rate is lower than expected, you can use Google Analytics to identify the pages on your website that have the highest bounce rates or the lowest time on page. This information can help you identify areas where you need to improve your website's user experience or content to increase conversions.

Key Metrics Related to Conversion Rate

There are several other metrics that relate to conversion rates and can provide valuable insight into your website's performance. Some of these metrics include:

  • Bounce Rate: The percentage of visitors who left your site after viewing only one page. A high bounce rate can indicate that your website's content or user experience needs improvement.
  • Pageviews: The total number of pages viewed on your site over a given time period. This metric can help you understand how engaged your visitors are with your website's content.
  • Average Session Duration: The average amount of time that visitors spent on your site during a single session. This metric can help you understand how engaged your visitors are with your website's content and whether they are finding what they are looking for.
  • Exit Rate: The percentage of visitors who left your site after viewing a specific page. This metric can help you identify pages on your website that may be causing visitors to leave without converting.

By monitoring these metrics in Google Analytics, you can gain valuable insights into your website's performance and make data-driven decisions to improve your conversion rate and overall digital marketing success.

Setting Up Google Analytics for Conversion Tracking

To start tracking your website's conversion rates in Google Analytics, you'll first need to set up an account and add the tracking code to your website. Here's how:

Creating a Google Analytics Account

The first step is to create a Google Analytics account if you don't have one already. Head over to the Google Analytics website and sign in with your Google account. Click the "Sign Up" button and fill in the necessary information, including your website's URL, name, and industry.

Installing Google Analytics Tracking Code

Once you have set up your Google Analytics account, the next step is to install the tracking code on your website. To do this, you'll need to insert the tracking code into the head section of each page you want to track. Google Analytics provides you with a unique tracking code that you paste into your website's HTML. It's essential to ensure that the code is entered correctly to avoid any tracking issues.

Configuring Goals and Funnels

The final step in setting up your Google Analytics account is to set up goals and funnels to track the specific user actions you want to measure as conversions. Goals and funnels are a way to measure how users move through your site toward specific conversion goals. Setting up a goal involves configuring the specific user action you want to track as a conversion event, such as a form submission or a purchase. Funnels are specific pages or steps that users must go through to complete the goal and can help identify where users drop off in the conversion process. By setting up goals and funnels, you can accurately track and measure your website's conversion rate and gain valuable insights into user behavior.

How to Calculate Conversion Rate in Google Analytics

Navigating to the Conversion Report

Once you have your tracking code and goals set up, you can start measuring your website's conversion rate in Google Analytics. To access your conversion reports, log in to your Google Analytics account and navigate to the "Conversions" section. Here you'll find a range of reports related to your conversion goals.

Understanding the Conversion Rate Formula

To calculate your conversion rate in Google Analytics, navigate to the specific conversion report you want to analyze and divide the total number of conversions by the total number of sessions. For example, if you had 1000 sessions in a given time period and 50 conversions, your conversion rate would be 5%.

Analyzing Conversion Rate by Traffic Source

One of the most valuable aspects of Google Analytics is the ability to analyze conversion rates by traffic source. By identifying the channels that drive the most conversions, you can adjust your marketing efforts accordingly and optimize your website to target these high-converting channels. Google Analytics provides detailed reports on traffic sources, including organic search, paid search, social media, and more.

Tips to Improve Conversion Rate

Optimizing Landing Pages

One of the most significant factors that affect conversion rates is the design and optimization of your landing page. A well-designed landing page that provides relevant, pertinent information to the user can significantly increase the likelihood of them converting. By testing different landing page designs and content, you can optimize your website to improve its conversion rate.

A/B Testing

Another way to enhance your website's conversion rate is through A/B testing. By creating multiple versions of a landing page or website and testing them with different user segments, you can identify which design or content elements are most effective at driving conversions. A/B testing is a powerful tool that can help you continually iterate and improve your website's performance.

Enhancing User Experience

Finally, user experience is a critical factor that can significantly impact your website's conversion rate. By ensuring that your site is easy to navigate and understand and provides an excellent user experience, you can increase the likelihood of users converting. This could involve improving page load times, optimizing forms, or adding valuable and relevant content to your site.


Calculating conversion rates in Google Analytics is a fundamental part of measuring your website's performance and identifying areas for improvement. By setting up goals and funnels, tracking your website's traffic sources and analyzing your conversion rate, you can gain valuable insights into your website's user behavior and make data-driven decisions to optimize for success. By using the tips outlined in this article, you can continually iterate and improve your website's performance and achieve your digital marketing goals.

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