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Lead Funnel Calculator

See how many people made it through each stage of your lead funnel, from impressions and clicks to leads, qualified leads, appointments and customers. The calculator shows the conversion rate and drop-off at every step, draws the funnel to scale, and adds cost per stage and ROAS when you enter spend and revenue.

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How to use it

  1. Enter the count for each stage you track, all for the same campaign and period. Leave a stage blank if you don't track it.
  2. Optionally add the spend and revenue for the same period to see CPC, CPL, cost per qualified lead, cost per appointment, CAC and ROAS.
  3. Read the stage table: conversion from the previous stage, drop-off as a percentage and as a number of people, and the cumulative rate from the first stage.
  4. Check which step has the largest drop-off, then copy the results or export a CSV.

Formulas

  • Conversion from previous stage (%) = Stage count ÷ Previous stage count × 100
  • Drop-off (%) = 100 − Conversion from previous stage; Drop-off (people) = Previous stage − Stage
  • Cumulative rate (%) = Stage count ÷ First stage count × 100
  • CTR = Clicks ÷ Impressions; Lead rate = Leads ÷ Clicks; Qualification rate = Qualified leads ÷ Leads; Booking rate = Appointments ÷ Qualified leads; Close rate = Customers ÷ Appointments
  • Cost per stage = Spend ÷ Stage count (CPM = Spend ÷ Impressions × 1,000); CAC = Spend ÷ Customers; ROAS = Revenue ÷ Spend
  • A skipped stage is left out: the next stage is compared with the last one you entered, and named rates that need the skipped stage show N/A

Frequently asked questions

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