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How to calculate a conversion rate in Excel and Google Sheets
Excel & Google Sheets
=IFERROR(B2/A2*100,0)✓
Verified example
Computed by a real spreadsheet engine on the sample data below.
| Visitors | Conversions | RatePct |
| 3200 | 128 | =IFERROR(B2/A2*100,0) |
| 4500 | 202 | =IFERROR(B3/A3*100,0) |
| 2800 | 84 | =IFERROR(B4/A4*100,0) |
=IFERROR(B2/A2*100,0)→4
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Step by step
- 1Set up a table with one row per campaign or period: column A = total visitors (or leads), column B = conversions.
- 2In C2, enter the conversion rate: =IFERROR(B2/A2*100,0). Multiply by 100 to express as a percentage. IFERROR returns 0 when A2 is zero or blank.
- 3Copy C2 down for all rows. Format column C as Number with 2 decimal places and add a % unit label in a header or adjacent cell.
- 4To compute an overall blended rate across all rows, use: =IFERROR(SUM(B2:B10)/SUM(A2:A10)*100,0). Do not average the per-row percentages — always divide totals.
- 5For segment comparison, use SUMIF to aggregate conversions and visitors by segment before applying the rate formula.
Tips
- Never average percentage rates across rows (AVERAGE of C2:C10) — this gives equal weight to a row with 5 visitors and one with 5000. Always divide sum(conversions)/sum(visitors).
- Use conditional formatting to highlight rows where the conversion rate falls below a target threshold — a quick visual triage for underperforming campaigns.
- Track statistical significance for A/B tests separately; a higher conversion rate on 50 visits versus 5000 visits may not be meaningful without a significance test.
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Frequently asked
Should I express conversion rate as a decimal (0.03) or percentage (3%)?
Industry convention uses percentage (3%). If your downstream calculations multiply by conversion rate, store as a decimal (omit ×100) to avoid extra /100 steps.
How do I calculate a multi-step funnel conversion?
Calculate each step's rate independently (step2/step1, step3/step2, etc.), then multiply for the overall funnel rate: =C2*D2*E2 if each step rate is stored as a decimal.
My conversion data lives in separate sheets — how do I aggregate?
Use 3D references (=SUM(Sheet1:Sheet3!B2)) in Excel, or IMPORTRANGE combined with SUMIF in Google Sheets, to pull and sum across sheets before dividing.