How to use the landing page bounce loss calculator
Every paid session that reads one page and leaves takes a conversion opportunity with it. Enter sessions, bounce rate, the conversion rate of the sessions that stayed, and the value of a conversion, and the calculator shows how many sessions bounced, how many extra conversions those sessions could have produced, and what that is worth in money.
The loss rows are labelled a theoretical ceiling, because they assume bounced sessions would have converted at exactly the rate of sessions that stayed. In practice a large share of bounces are low-intent visits that would have converted far less often, so treat the figure as an upper limit rather than money a redesign will hand back. Presenting it as recoverable revenue overstates the case.
Fill in a recoverable share and the calculator applies it to that ceiling. No default is offered for it: derive it from how far your own past page work moved bounce rate and how much of that reached conversions. Bounce rate definitions also differ between analytics tools, so keep comparing on one tool's definition.
Frequently asked questions
It assumes bounced sessions would have converted at exactly the same rate as sessions that stayed. In reality many sessions bounce precisely because intent was low, so their true rate is lower. Read the figure as a limit that cannot be exceeded, not as money waiting to be collected.
No default is supplied. Look at your own past landing page work: how far bounce rate actually fell, and how much of that carried through to conversions. Leave the field blank and only the theoretical ceiling is shown.