16+ years conversion experience 2,000+ A/B tests with 300+ clients
Multiple best speaker awards at renowned marketing conferences
Built Europe's 2nd biggest CRO agency Now: Sharing knowledge independently
Percentage calculation & formulas for digital marketers.
With live calculators – for daily use. This is how you calculate conversion rate, bounce rate, ROI, CPO, customer churn rate, and more.
Lazy marketers love this page.
As online marketers, we have to deal with numbers a lot. To identify lucrative ads, to calculate conversion rate changes, or to evaluate the ad spend per customer.
And yes, it happens to most of us: We don’t have all the formulas and calculations ready in our brains at any time.
That’s why I gathered the most important formulas here. So you can shine with stellar knowledge in percentage calculation. Even if you are having one of these blockhead days.
You are welcome.
Pro tip for smart marketers! Add this page to your browser’s bookmarks for quick access.
Oops! Something went wrong while submitting the form.
0%
return on investment (ROI)
Calculate revenue change
Formula: revenue change = ( new revenue / old revenue - 1 ) x 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
revenue change
0x
revenue multiplier
Bounce & engagement formulas
Calculate bounce rate
Formula: bounce rate = visits without engagement / total visits * 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
bounce rate
Calculate bounce rate change
Formula: bounce rate change = ( new bounce rate / old bounce rate - 1 ) x 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
bounce rate change
0x
bounce rate multiplier
Calculate engagement rate
Formula: engagement rate = visits with engagement / total visits * 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
bounce rate
Calculate engagement rate change
Formula: engagement rate change = ( new engagement rate / old engagement rate - 1 ) x 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
engagement rate change
0x
engagement rate multiplier
Growth marketing formulas
Calculate product virality
Product virality is a complex topic. The calculator below suggests that you have a product where customers can invite other people to use the product, too.
Formula: number of new customers = number of customer base x ( number of invitations sent per customer x invitation conversion rate )
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0
new customers
0
viral coefficient
The viral coefficient has to be 1 or higher to achieve true virality. With a viral coefficient >1, your product will spread and generate more and more new customers continuously while you sip your Espresso Martinis.
Oh, and: Yes, that’s very difficult.
Calculate customer retention rate
Formula: retention rate = ( customers at end of period - customers acquired in period ) / customers at start of period x 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
0%
retention rate
Calculate customer churn rate
Formula: churn rate =customers lost in period / customers at start of period * 100
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
