Free tool · Google Ads, Meta Ads and SEO
Marketing Funnel Calculator with conversion rates and lead value
Results
- Visitors4,000
↓ 3.0% move on · biggest drop
Leads120↓ 50.0% move on
Qualified leads60↓ 25.0% move on
Customers15
Overall conversion rate
0.38%
customers ÷ visitors
Lead-to-sale rate
12.5%
customers ÷ leads
Value of one lead
$113
customer value × lead-to-sale rate
Value of one visitor
$3.38
the most a click can cost to break even on revenue
The idea
Why I look at the whole funnel
When leads don't turn into sales, the usual reaction is to buy more traffic. But a funnel is a chain of rates multiplied together, and more traffic only scales whatever is already broken.
So before changing budgets, I write the funnel out: how many people visited, how many enquired, how many were a real fit, and how many paid. The step with the biggest drop is almost always the cheapest place to improve, and it's often not the ads at all. It can be the landing page, the speed of the follow-up, or the price.
The formulas
Stage conversion rate
This stage ÷ previous stage × 100. Leads ÷ visitors, customers ÷ qualified leads, and so on.
Overall conversion rate
Customers ÷ visitors × 100, the same as multiplying every stage rate together.
Value of a lead
Customer value × lead-to-sale rate. Value of a visitor works the same way from the top of the funnel.
A worked example
Example numbers, the calculator's defaults. A clinic gets 4,000 visitors in a month, 120 enquiries, 60 of them a real fit, and 15 paying customers worth about $900 each.
Visitor to lead is 3%, lead to qualified 50%, qualified to customer 25%. Overall that's 15 ÷ 4,000 = 0.375%. Lead-to-sale is 15 ÷ 120 = 12.5%, so a lead is worth 900 × 0.125 = $112.50 and a visitor about $3.38.
The biggest drop is visitor to lead. Lifting it from 3% to 4% with a better page would bring 40 more leads a month from the same traffic. Buying those 40 leads at a $40 cost per lead would cost $1,600.
Getting honest numbers in
One period, one source
Use the same dates for every stage, ideally for one channel at a time. Google search and Meta funnels behave very differently.
Allow for the sales cycle
If deals take a month to close, compare this month's customers with last month's leads, or the lead-to-sale rate will look too low.
Define “qualified” once
Write down what counts as a qualified lead and keep it fixed, or the middle of the funnel will drift from month to month.
Remove tests and duplicates
Test form fills and people who enquire twice inflate the lead count and make every later rate look worse.
Common funnel mistakes
- Judging ads by cost per lead when lead-to-sale differs a lot by channel.
- Fixing traffic when the drop is at the sales call.
- Using sessions as visitors in one month and users in the next.
- Assuming a customer is worth only the first sale when most of them come back.
Putting the numbers to work
Lead value is your ceiling for what a lead can cost. Compare it with your actual figure in the CPA and cost per lead calculator, turn it into a bid with the max CPC calculator, and size the traffic you need with the Google Ads budget calculator or the Meta Ads budget calculator.
Tracking every stage properly, from click to closed deal, is a big part of my B2C performance marketing and Google Ads management work. Tag your links with the bulk UTM builder so you know which channel each lead came from.
FAQ
Funnel and conversion rate questions
How do you calculate conversion rate?
Conversion rate = conversions ÷ visitors × 100. 120 leads from 4,000 visitors is a 3% conversion rate. In a funnel, you work it out for each step: visitors to leads, leads to qualified leads, qualified leads to customers.
What is a lead-to-sale conversion rate?
The share of leads that become paying customers: customers ÷ leads × 100. 15 customers from 120 leads is 12.5%. It is the number that turns a cost per lead into a cost per customer.
How do I work out what a lead is worth?
Lead value = average customer value × lead-to-sale rate. If a customer is worth $900 and 12.5% of leads buy, each lead is worth about $112. That is also the most you could pay per lead and break even on revenue.
How many leads do I need to hit my sales goal?
Divide the goal by each rate, working backwards. 20 customers at a 25% close rate from qualified leads needs 80 qualified leads; if half of leads qualify, that is 160 leads; at a 3% visitor-to-lead rate, about 5,334 visitors. The Work back from a goal mode does this for you.
What is a good funnel conversion rate?
It depends on the offer, the price and where the traffic comes from, so I compare a funnel with its own past rather than an industry average. The useful question is which step drops the most; the calculator highlights it.
Can I use this for a Meta ads funnel?
Yes. Use link clicks or landing page views as visitors, and Instant Form or website leads as leads. If you use Instant Forms, the qualified step matters even more, because form leads tend to vary more in quality.
More free tools
Leads coming in but sales aren’t?
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