Checkout conversion rate is the percentage of started checkouts that end in a completed order.
Checkout conversion rate = Orders ÷ Checkouts started × 100
On the sample data below, six months come to 52.53%.
Why it matters
Visitors who start checkout have already decided to buy, so every lost checkout is close-to-certain revenue. Payment failures, forced sign-up and surprise costs show up here first.
Worked example
The table shows the columns this metric needs from six months of a made-up subscription brand. Add each column up over the six months, then put the totals into the formula:
| Month | Checkouts started | Orders |
|---|---|---|
| 2026-01 | 1,310 | 702 |
| 2026-02 | 1,420 | 748 |
| 2026-03 | 1,560 | 812 |
| 2026-04 | 1,400 | 771 |
| 2026-05 | 1,650 | 846 |
| 2026-06 | 1,790 | 917 |
| Total | 9,130 | 4,796 |
4,796 ÷ 9,130 × 100 = 52.53%
Add up first, then divide. Averaging the six monthly figures gives a slightly different answer, because it counts a small month the same as a large one.
Month by month
| Month | Checkout conversion rate |
|---|---|
| 2026-01 | 53.59% |
| 2026-02 | 52.68% |
| 2026-03 | 52.05% |
| 2026-04 | 55.07% |
| 2026-05 | 51.27% |
| 2026-06 | 51.23% |
Checkout conversion rate calculator
How to read it
If checkout conversion drops suddenly, check payment success rate before anything else. A failing payment method is the most common cause.
Common mistakes
- One customer can start several checkouts before completing one. Count sessions, not checkout events.
- Orders created by sales staff or through marketplaces never went through your checkout; leave them out.
- It is the complement of checkout abandonment rate. Report one, not both.
Calculate checkout conversion rate in Excel, SQL or Python
The quickest version, for the sample sheet laid out as in the CSV (headers in row 1, months in rows 2 to 7):
=SUM(N2:N7) / SUM(M2:M7)- Checkout conversion rate in Excel and Google Sheets — per-month formula and zero-safe version
- Checkout conversion rate in SQL — query by month and for the period
- Checkout conversion rate in Python (pandas) — pandas script with expected output
Related metrics
See all business metrics, or the statistics methods that sit behind them.
Questions people ask
- What is checkout conversion rate?
- Checkout conversion rate is the percentage of started checkouts that end in a completed order.
- How do you calculate checkout conversion rate?
- Checkout conversion rate = Orders ÷ Checkouts started × 100. For example, with six months of sample data: 4,796 ÷ 9,130 × 100 = 52.53%.
- What is the checkout conversion rate formula in Excel?
- With the sample data laid out as in the downloadable CSV, =SUM(N2:N7) / SUM(M2:M7) gives the figure for the whole period (format the cell as a percentage). For one month, use =N2 / M2 and fill it down.
- What is a good checkout conversion rate?
- There is no figure that is right for every business: it depends on your products, prices and channels. If checkout conversion drops suddenly, check payment success rate before anything else. A failing payment method is the most common cause.
Check how stable it is
A metric moves for ordinary reasons as well as real ones. These methods separate the two: the spread shows what a normal month looks like, the moving average smooths it, the z-score flags a month that is out of line and the trend line shows the direction.
Guides
About the data on this page
The figures come from a small made-up dataset, printed above in full so you can check every number by hand. Download it as monthly.csv. The results are computed from those rows when the page is built, and the Excel formulas, SQL and Python on these pages are run against the same rows before publishing, so the code and the answers agree.
To get these numbers from your own data without writing formulas, try AnalyzeIt: ask in plain words and it shows the working behind every figure.
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