Funnel Conversion Calculator

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. This calculator takes your visitors, leads, and customers and returns the overall and stage conversion rates.