Marketing Funnel Calculator
Enter the number of people at each stage of your funnel and instantly see the conversion rate and drop-off between every step, your overall conversion rate, and — with a revenue figure — what each visitor is really worth. Everything runs in your browser.
| Stage | Count | Step rate | Drop-off | % of top |
|---|
One overall number hides where you're actually losing people
It's tempting to judge a funnel by a single figure — visitors in, customers out — but that top-line conversion rate tells you nothing about where the leak is. A funnel that converts two percent might be doing a great job of turning leads into customers while bleeding visitors at the very first step, or it might capture leads beautifully and then fumble every sales conversation. Those are completely different problems with completely different fixes. Breaking the journey into stages and looking at the conversion between each pair is what turns a vague "our funnel is weak" into a specific, fixable "we lose eighty percent of leads before the first call." The biggest drop-off is almost always where the next hour of your time is best spent.
Conversion rate is only half the story — value is the other half
A conversion rate on its own can't tell you whether a stage is worth optimising; for that you need to attach money to it. Once you know what a customer is worth, you can work backwards to the value of a single visitor at the top of the funnel — and that number is what tells you how much you can afford to pay to acquire one. If each visitor is ultimately worth two dollars, a click that costs three is losing money no matter how good the creative is. Looking at the funnel in both dimensions at once, flow and value, is what separates spending that compounds from spending that just feels busy. Map your stages here, find the worst drop-off, and put a dollar figure on what fixing it is worth.
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Frequently asked questions
What is a marketing funnel?
A marketing funnel is the sequence of stages a prospect passes through on the way to becoming a customer — for example visitors, leads, qualified leads, opportunities and customers. Some people drop off at each step, so the funnel narrows from top to bottom, and the shape of that narrowing tells you where you're winning and losing.
How do I calculate funnel conversion rate?
Overall conversion rate is the bottom stage divided by the top stage, times 100 — for example thirty customers from ten thousand visitors is 0.3%. The step rate between any two stages is that stage's count divided by the previous stage's count, which is what reveals exactly where the biggest drop-off happens.
What's a good funnel conversion rate?
There's no universal benchmark — it varies enormously by industry, channel and price point, so chasing someone else's number is rarely useful. Focus instead on your own biggest drop-off and on the value of each visitor: once you know what a customer is worth, you can work out what you can afford to spend to acquire one.