Despite the fact that high order harmonic generation (HHG) aims at serving as a table-top light source for imaging applications with extremely high spatial resolution, a general lack of accurate conversion efficiency measurements exists in the field. Here, we present such a measurement for a HHG setup with a semi-infinite gas cell. By combining measurements with a calibrated photodiode sensitive in the extreme ultra-violet (XUV) and spatially resolved spectral measurements of HHG spectra, we are able to determine conversion efficiencies of the HHG process as well as brilliance values for individual harmonics. The method is explained in detail and applicable to any target geometry.