ConverterHub

Funnel Conversion Calculator

Enter visitors, leads, and customers to find the funnel conversion rates.

Result

0.60%
8.00%
7.50%

How it is calculated

The tool treats the funnel as three counts that can only shrink: visitors, then leads, then customers. It computes visitor-to-lead = leads ÷ visitors × 100, lead-to-customer = customers ÷ leads × 100 and overall = customers ÷ visitors × 100. The overall rate is the product of the two stage rates, which is why a 10% and a 10% stage give 1% overall. Results are percentages with two decimals. Visitors must be at least 1, leads cannot exceed visitors, and customers cannot exceed leads; otherwise there is no result. If leads are 0, the lead-to-customer rate is shown as 0%. Use counts from the same period and the same group of people, ideally the same traffic source.

Worked example

In one month a landing page gets 8,000 visitors, 640 of them leave their details as leads and 48 of those become customers. Visitor-to-lead is 640 ÷ 8,000 = 8.00%. Lead-to-customer is 48 ÷ 640 = 7.50%. Overall conversion is 48 ÷ 8,000 = 0.60%, which is also 8% × 7.5%. A 0.60% overall rate sounds low, but the split shows where to look: the first stage turns 8 in 100 visitors into leads, while the second closes 7.5 in 100 leads.

Try this example →

Common mistakes

  • Mixing periods. Counting this month's visitors but last month's customers makes a rate that never describes the same people, especially when your sales cycle is long.
  • Entering more leads than visitors, or more customers than leads. The tool refuses these, because a stage cannot be bigger than the stage before it; check whether you are counting events (sessions, form submissions) instead of unique people.
  • Judging the funnel by the overall rate only. Two funnels with the same 0.6% can have very different problems; the stage rates show which one to fix.
  • Comparing percentages without sample size. 1 customer out of 3 visitors shows 33.33%, which says almost nothing; wait for a few hundred visitors before drawing conclusions.
  • Adding the stage rates. The overall rate is the product of the stage rates, not their sum or average.

About this calculator

A marketing or sales funnel tracks how a group of visitors narrows down through stages toward becoming customers — commonly visitors → leads → customers. The overall conversion rate is customers divided by visitors, but that single number hides where people actually drop off, which is why funnels are broken into stage-by-stage rates: visitor-to-lead rate and lead-to-customer rate.

Multiplying the stage rates together reproduces the overall rate, but examining them separately is what makes the analysis useful — a weak visitor-to-lead rate points to a landing page or offer problem, while a weak lead-to-customer rate points to a sales or nurture problem. Marketing and sales operations teams rely on this stage-by-stage breakdown to know exactly which part of the funnel to fix.

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