How to Find Out Your Conversion Rate Using Google Analytics

Successful websites are those that convert visitors into direct sales or sales leads. I know, I know that sounds obvious but rarely do people know how to find out how successful their website is with the data they already have.

Conversion Rate

This article shows you how to find out your conversion rate using google analytics.

Direct sales are usually related to sales on online shops where a product or service can be bought via your website.

Sales leads are leads generated through your website as a direct result of your website visitors (or as we say – users) filling in a form on your site to get more information; such as a consultation or free quote.

An appropriate well designed website or landing page will be created to entice your users to convert into customers. To understand how well your website is performing, you should first calculate your conversion rate which will give you your benchmark data to improve upon.

How to calculate the conversion rate on your website

Conversion Rate = [sales or leads / total traffic] %

For example:

  • You have 2000 visitors per month
  • 30 of those visitors use an enquiry form on your website to get more information
  • Your conversion rate is 1.5% (30 leads/2000 visitors x 100 = 1.5) %

Not sure how many sales or leads you’ve had from your website?

Simple. With Google Analytics set up on your website, you can track every sale or lead that happens on your site. This is the simplest way to track your conversion rate.

How to use Google Analytics to track your conversion rate

Check Conversion Rate With Google Analytics1. Decide on your goal(s)

First of all, you need to know what your goal is and where it occurs on your site. Example goals may be “thanks for your enquiry” (lead generation) pages, “download completed” pages or “order received” pages.

For lead generation, the simplest way to track conversion is to set up a “thanks for your enquiry” page and use that page as the destination for your goal completion. Example below in figure 1.

Figure 1: Page on the left – Page on the right –

2. Setup your Goal in Google Analytics

Now that you have your enquiry page and thanks page set up, you can go ahead and set up a destination based goal.

  1. Login to Google analytics, choose your property i.e. your website and then go to ‘Admin’ (figure 2)

Figure 2: The Admin screen in Google Analytics

  1. Under the ‘view’ column, click ‘goals’
  1. Once you’re in the ‘goals’ section, click the ‘+new goal’ button
  1. Goal set up: choose a template.  For an enquiry form, choose ‘view more’ under enquiries, then click continue (the blue button)
  1. Goal description: Give your goal a name e/g/ ‘Get a free quote’.  Click ‘continue’
  1. Goal details: Enter the destination page e.g. /thanks.  Don’t worry about entering the entire web address, just the bit at the end is fine.  Also, enter the value of the sales lead, this will help to track the value of the page.  Once you’ve finished, click ‘verify this goal’.  This checks that the goal is set up correctly.  Sometimes this doesn’t work, so don’t panic if it tells you that over the past 7 days your conversion rate would be 0%.

Once you’ve verified the goal, click ‘save’ and you’re all setup to start tracking conversion.

Now that your goal is setup, you can check your conversion rate

This is where it gets exciting (for us data geeks). Once you’ve received a few enquiries, go to Google Analytics > Reporting > Conversions. Then go to Goals > Overview

In the Goals Overview section, you’ll find your overall Goal Conversion Rate and then you can drill down further into the data to view conversion rates, values and goal completions for every goal you set up.

Start tracking and improving your conversion rate

Tracking your conversion rate is the beginning of the CRO (Conversion Rate Optimisation) quest. Once you have a benchmark conversion rate, the next stage in your journey is to optimise (re-design) your website to make the user experience better and generate more sales through your website.