Free tool Traffic goal calculator: how many visitors a revenue goal needs
Start from the revenue you want, divide by your average order value to get orders, then by your conversion rate to get visitors. The calculator splits the result by channel and into monthly, weekly and daily targets, and runs the other way too: traffic × conversion rate × order value.
- Revenue goal → visitors
- Conversion rate per visitor
- Runs locally
Set the goal, get the traffic
Conversion rate here is orders ÷ visitors (unique people), the same definition as the conversion rate calculator. Channel shares are optional; whatever is left over goes to "other".
Work back from a revenue goal, or forward from traffic.
The period the revenue goal or traffic covers.
Revenue you want from the site in the period.
Unique visitors you expect in the period.
Revenue ÷ orders, from your shop or analytics.
Orders ÷ visitors, in %. 2.5 means 2.5%.
Optional: sessions ÷ visitors from your reports. Example value.
Share of visitors from organic search, in %.
Share from paid search and paid social, in %.
Share from unpaid social posts, in %.
Share from newsletters and email, in %.
Visitors needed
80,000
Orders ÷ conversion rate, for the whole period.
Forecast revenue
$150,000
Visitors × conversion rate × average order value.
Share these inputs: the values go after the # in the link, so they never reach a server.
https://tapcub.com/tools/traffic-goal-calculator
Version v1.0Updated Update history
What the target means in practice
A revenue goal turns into three levers: more visitors, a higher conversion rate, or a higher order value. The calculator shows how much of the first you need if the other two stay put.
Visitors needed
Unique people, not sessions or pageviews. If the number is far above your current traffic, a conversion rate or order value improvement may be the cheaper route.
Orders
Revenue goal ÷ average order value. A useful sanity check for operations: can fulfilment and support handle that many?
Revenue per visitor
Conversion rate × order value. Every extra visitor is worth this much on average, which caps what you can pay to acquire one.
Per channel and per week
A shared target turned into one each team can track. Weekly numbers make it obvious by week two whether the month is on track.
We do not give a “normal” conversion rate: it varies by industry, price and traffic source. Use your own rate from the last three to six months, measured per visitor.
From a revenue goal to weekly targets
Take the inputs from the same recent period of your own data.
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1
Set the goal and period
Revenue you want from the site for a month, quarter or year.
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2
Enter AOV and conversion rate
Average order value and orders ÷ visitors from the last few months.
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3
Add channel shares
Your current traffic mix, or the mix you are planning for. The rest is “other”.
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4
Check it forwards
Switch to forecast mode, enter the traffic you expect, and see how far it falls short.
Visitors = revenue goal ÷ average order value ÷ conversion rate
The same three numbers read the other way give a forecast: revenue = visitors × conversion rate × average order value.
- Conversion rate is per visitor: orders ÷ unique visitors in the same period
- If your rate is per session, the result is sessions, not visitors; set sessions per visitor to 1
- Weekly and daily targets assume an even spread: 365 ÷ 12 days a month
- Channel targets assume the same conversion rate for every channel
Orders
orders = revenue goal ÷ AOV
$150,000 ÷ $75 = 2,000
Visitors
visitors = orders ÷ conversion rate
2,000 ÷ 2.5% = 80,000
Sessions
sessions = visitors × sessions per visitor
80,000 × 1.4 = 112,000
Revenue per visitor
RPV = conversion rate × AOV
2.5% × $75 = $1.88
Forecast
revenue = visitors × conversion rate × AOV
60,000 × 2.5% × $75 = $112,500
A $150,000 month for an online shop
Average order value $75, conversion rate 2.5% per visitor, 1.4 sessions per visitor, current mix 40% search, 25% paid, 15% organic social, 5% email.
| Step | Calculation | Result |
|---|---|---|
| Orders needed | $150,000 ÷ $75 | 2,000 orders |
| Visitors needed | 2,000 ÷ 2.5% | 80,000 visitors |
| Sessions to expect | 80,000 × 1.4 | 112,000 sessions |
| Weekly target | 80,000 × 7 ÷ 30.4 days | ≈ 18,400 visitors |
| From search | 80,000 × 40% | 32,000 visitors |
| Check: current traffic | 60,000 × 2.5% × $75 | $112,500, short by $37,500 |
With 60,000 visitors a month today, the goal needs a third more traffic, or a conversion rate of 3.33%, or an order value of $100. Sample figures.
Where traffic targets go wrong
The arithmetic is three divisions. The errors are in the inputs.
Mixing session and visitor rates
A per-session rate is lower than a per-visitor rate. Divide by it and you get sessions; call them visitors and the target is about a third too high.
Orders vs buyers
If some people buy twice in the period, orders ÷ visitors is higher than buyers ÷ visitors. Use the rate that matches what the goal counts.
Assuming new traffic converts the same
Extra visitors from a new channel or broader targeting usually convert lower than your existing audience. Plan for a lower rate on the new share.
Counting bots as visitors
Crawlers inflate the visitor count and deflate the conversion rate. Take both from a report that filters bots, or the plan inherits the error.
Track the target against real traffic
TapCub counts unique visitors without cookies by default, filters bots, and reports conversions with the denominator stated next to the rate, so the inputs to this calculator come from one place.
Sources and channels
Search, social, direct, ads and AI assistants as channels, with landing-page conversion next to each.
Learn moreGoals and funnels
Conversions, converting visitors and conversion rate per goal, broken down by source and device.
Learn moreTargets with projection
Set a monthly or quarterly target on a metric; the board shows progress and the projection at the current pace.
Learn moreTraffic goal questions
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
How do I calculate how much traffic I need?
Divide your revenue goal by average order value to get orders, then divide orders by your conversion rate. $150,000 ÷ $75 = 2,000 orders; 2,000 ÷ 2.5% = 80,000 visitors.
Is the conversion rate per visitor or per session?
Per visitor: orders ÷ unique visitors. That matches the conversion rate calculator, the unique visitor definition in our glossary and TapCub’s goal reports, which divide by unique visitors in the selected range.
What if I only have a session conversion rate?
Enter it anyway, but read the result as sessions, not visitors, and set sessions per visitor to 1. GA4 reports both a session key event rate and a user key event rate; the user one is closer to per visitor.
Why does the channel split use the same conversion rate?
Because one blended rate is what most people have. Channels do convert differently: if paid social converts at half your average, it needs twice its share of visitors. Use the channel conversion rates from your analytics and run the calculator once per channel for a sharper plan.
How do I handle seasonality?
The weekly and daily figures spread the goal evenly. For a seasonal business, set the goal per month in forecast or goal mode, using each month’s own conversion rate and order value.
What conversion rate should I assume?
Your own, from the last three to six months, with bots filtered. Industry averages mix very different shops, prices and traffic sources, so we do not quote one.
How is this different from a revenue forecast?
It is the same formula read backwards. Switch the direction to “traffic → revenue forecast” to multiply visitors × conversion rate × order value.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
Measure the inputs, then track the goal
Connect your site to see visitors, conversion rate and revenue by channel, the three numbers this plan depends on.