The embodiment of the invention discloses a conversion rate estimation method and device, electronic equipment and a storage medium, and the method comprises the steps: respectively extracting a pureclick sequence segment, a click and order placing sequence segment and a pure order placing sequence segment for a merchant from the historical behavior data of a user according to a time sequence foreach user; according to the pure click sequence segment, the click and order placing sequence segment and the pure order placing sequence segment corresponding to each user, determining a training sample set; training the word vector model according to the training sample set to obtain a word embedding matrix; determining a word embedding vector corresponding to the current merchant according tothe word embedding matrix; determining a historical merchant for which the historical behavior data of the current user aims, and determining a word embedding vector corresponding to the historical merchant; and estimating the conversion rate of the current user to the current merchant according to the word embedding vector corresponding to the current merchant and the word embedding vector corresponding to the historical merchant. The embodiment of the invention is suitable for a high-frequency use scene, and the accuracy of the conversion rate estimation result is improved.