Sales Funnel Conversion Calculator
Calculate conversion at every funnel stage, identify the weakest handoff, and estimate closed revenue from your average deal value.
View all free toolsFunnel inputs
Use counts from the same cohort and measurement window.
Overall visitor-to-customer conversion
Funnel conversion
0.30%
Overall conversion
0.30%
Customers divided by visitors.
Lead-to-customer
3.75%
Customers divided by leads.
Estimated closed revenue
$150,000
Customers multiplied by average deal value.
Lowest stage conversion
8.00%
Leads conversion is the lowest handoff.
Funnel drop-off
Width represents each stage's volume relative to visitors.
Visitors
10,000
100% of entry volume
Leads
800
8.0% of entry · 8.0% from prior · 9,200 lost
Qualified leads
320
3.2% of entry · 40.0% from prior · 480 lost
Opportunities
120
1.2% of entry · 37.5% from prior · 200 lost
Customers
30
0.3% of entry · 25.0% from prior · 90 lost
Stage conversion
| Stage | Count | From prior stage | Lost |
|---|---|---|---|
| Visitors | 10,000 | Entry stage | — |
| Leads | 800 | 8.00% | 9,200 |
| Qualified leads | 320 | 40.00% | 480 |
| Opportunities | 120 | 37.50% | 200 |
| Customers | 30 | 25.00% | 90 |
Sales funnel conversion formulas
Stage conversion
Next-stage count ÷ prior-stage count × 100
Overall conversion
Customers ÷ visitors × 100
Lead-to-customer conversion
Customers ÷ leads × 100
Estimated closed revenue
Customers × average deal value
Use cohort-based data
A funnel is most reliable when every stage comes from the same group of prospects and has had enough time to mature. Segment by acquisition channel, customer type, and sales motion to avoid averages that hide meaningful differences.
Frequently asked
Divide the number reaching the later stage by the number entering the earlier stage, then multiply by 100. Overall conversion divides customers by visitors.
It varies widely by channel, price, sales motion, and lead definition. Compare against your own historical cohorts and segment by source before using broad benchmarks.
Overall conversion shows the outcome, but stage conversion locates the bottleneck. The weakest handoff usually offers the clearest optimization opportunity.
No. Use one consistent cohort or allow enough time for every record to progress. Mixing immature recent leads with older opportunities can understate conversion.
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