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How to calculate conversion rate in Excel and Google Sheets
Excel & Google Sheets
=B2/A2✓
Verified example
Computed by a real spreadsheet engine on the sample data below.
| Total Visitors | Conversions | Conversion Rate |
| 1000 | 150 | |
| 2000 | 300 | |
| 500 | 75 |
=B2/A2→0.15
Try it with your data
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Sample data — click any cell to edit
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Step by step
- 1Enter your total number of visitors or leads in cell A2.
- 2Enter your number of conversions in cell B2.
- 3In cell C2, enter the formula =B2/A2 to calculate the conversion rate.
- 4Format cell C2 as a percentage for easier interpretation.
Tips
- Ensure that the number of conversions does not exceed the total number of visitors to avoid errors.
- Consider using absolute references if you plan to copy the formula across multiple rows or columns.
- Check for zero values in the denominator to prevent #DIV/0! errors.
Working on a sheet you inherited? Run the Auditor on the whole file first — it flags every #REF!, #N/A, broken column pattern, and inconsistent formula in seconds, free, no signup.
Frequently asked
What if my data spans multiple rows?
You can use SUM functions to aggregate data before calculating the conversion rate.
How do I format the result as a percentage?
Right-click the cell, select Format Cells, and choose Percentage in Excel or Format > Number > Percent in Google Sheets.
Can I use this method for different types of conversions?
Yes, this method is versatile and can be used for any type of conversion, such as sign-ups, sales, or downloads.