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Funnel Conversion Calculator

Enter volumes at each stage of your funnel. The tool computes stage and end-to-end conversion, ranks the leaks, and lets you simulate an improvement.

Free toolsConversion & TestingReviewed September 2026

Funnel stages, top to bottomRename stages to match your pipeline. Leave a volume blank to skip that row.
Stage Volume Stage conv. Cumulative Drop-off

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Drop-off is the count lost from the previous stage, with the share lost in brackets.

What if one stage improvedEvery later stage keeps its current rate.

Share of the previous stage that reaches this one.

End-to-end conversion

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Last stage ÷ first stage

Biggest leak
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Largest drop-off by count
Per 1,000
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Final stage per 1,000 at the top
What if: new final stage
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After the change
What if: change
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vs today

Runs entirely in your browser. Nothing you enter is stored or sent anywhere. Last reviewed September 2026.

Stage volumes

Bar length is proportional to volume. The sky-blue bar is the stage after the biggest leak.

Where the funnel leaks, and why the biggest leak is not always the best fix

A funnel is a chain of multiplications, so every stage carries the same leverage. End-to-end conversion is the product of each stage rate. Improve any one stage by a fifth, holding the rest constant, and the customer count rises by a fifth, whether the stage is visitor to lead or opportunity to close. The biggest leak by count is nearly always at the top, because that is where the volume is. It is not automatically where the cheapest improvement lives.

The what-if block is there to compare options on equal terms. Try lifting the top-of-funnel rate by a realistic amount, then try a mid-funnel stage where sales, onboarding, or lead scoring can be changed with a process fix rather than a redesign. The one that produces more customers per unit of effort is the priority. Often it is a stage nobody was looking at, because its drop-off looked small in absolute numbers.

Two cautions about the inputs. Stage definitions drift: if "MQL" was tightened last quarter, the lead to MQL rate fell without anything real changing. And the stages take time: visitors who arrived this month are not the ones closing this month, so a snapshot funnel from a period of growing traffic will understate conversion. Where you can, feed the table with a cohort of visitors followed to close, and keep the definitions fixed while you compare periods.

Formulas

Stage conversion
= Volume ÷ Previous stage volume
Cumulative conversion
= Volume ÷ First stage volume
Drop-off
= Previous stage volume − Volume
Drop-off rate
= 1 − Stage conversion
End-to-end conversion
= Last stage volume ÷ First stage volume
Per 1,000
= End-to-end conversion × 1,000
What if: New volume at stage k
= Previous stage volume × Target rate
Later stages: New volume
= New previous volume × Current stage conversion

Frequently asked questions

Should I measure the funnel by cohort or by period?

By cohort if you can. A period view counts the visitors who arrived this month against the customers who closed this month, but most of those customers entered the funnel weeks or months earlier. When traffic is growing, a period view understates conversion; when it is shrinking, it flatters it. A cohort view follows one group of visitors forward until they close, which gives a true rate but only for cohorts old enough to have finished. Use cohorts for the rate, and the period view only for volume.

What are typical stage conversion rates?

They vary too much across channels and qualification rules to quote precise numbers. As rough orientation only: visitor to lead is usually low single digits on a B2B site, lead to MQL depends entirely on how strict the scoring is, MQL to opportunity is commonly somewhere in the range of one in five to one in two, and opportunity to customer often lands between a fifth and a third. Your own history, split by source, is the benchmark that matters. A stage that is far outside its own past range is the one to investigate.

Why does a small change at one stage move the customer count so much?

Because the funnel is a chain of multiplications. End-to-end conversion is the product of every stage rate, so a 20% relative improvement at any single stage, holding the others fixed, produces a 20% increase in customers whether that stage is at the top or the bottom. The stage you choose to fix should therefore be the one where a 20% improvement is cheapest and most believable, not simply the one with the largest drop-off.

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