Funnel Conversion Calculator

What does the funnel calculator compute?

Four stage-to-stage rates and one overall rate: Visitor → Lead = leads ÷ visitors, Lead → MQL = MQLs ÷ leads, MQL → SQL = SQLs ÷ MQLs, SQL → Customer = customers ÷ SQLs, and Overall = customers ÷ visitors. Each is multiplied by 100. Stage rates show two decimals and the overall rate three, because it is usually small.

How do the stage rates relate to the overall rate?

The overall rate is the product of the four stage rates. For the second example, 5% × 40% × 30% × 20% = 0.12%, which is exactly what the page reports. This is why improving any one stage by a given percentage lifts the overall rate by the same percentage, whichever stage you choose.

Does the page tell me which stage is the weakest?

No. It prints the rates and leaves the comparison to you, even though the how-to text suggests looking for the lowest one. The lowest percentage is not automatically the biggest opportunity: stages differ in nature, and a 20% step from SQL to customer may be more valuable to improve than a 5% step from visitor to lead. Consider volume and cost as well.

What happens if a stage is zero?

Every later rate shows 0.00%, since each divides by the preceding stage and a zero denominator is replaced by 0. With 4,000 visitors, 200 leads and nothing after that, the page shows 5.00% for visitors to leads and 0.000% overall. Visitors below 1 are treated as 1, and negative values as 0.

Can a stage be larger than the one before it?

The calculator accepts it and shows a rate above 100%. That is a data problem rather than a result: it usually means the counts come from different date ranges, a stage is counting people who skipped a step, or visitors are counted by session while later stages are counted by person. Use one counting unit throughout.

Are MQL and SQL standard definitions?

No. Marketing-qualified and sales-qualified lead criteria are set by each company, so the same names hide different thresholds. Make sure the numbers you enter follow your own agreed definitions, and be careful when comparing your stage rates with anyone else’s.

Does it handle sales cycles or cohorts?

No. It simply divides the counts you enter. If a deal takes months to close, customers counted in a period may have come from visitors in earlier periods, which distorts the late-stage rates. For long cycles, follow one cohort of visitors through each stage, or use a period long enough to smooth out the lag.