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Funnel Calculator

A funnel calculator shows conversion from one stage to the next: visitors to leads, leads to customers. You see which step is thin instead of arguing about “the funnel.”

The tool

Try it here

Use this when you have counts at each stage for the same campaign and dates. Keep the stage names stable week to week.

Stage to stage, same window

Funnel

Why it helps

Why you need a Funnel Calculator

Overall conversion (customers ÷ visitors) hides whether the page or sales is the problem.

Stage rates multiply. A 4% visit-to-lead and a 20% lead-to-customer is 0.8% visit-to-customer.

Same campaign string. Mixing google-in-demo-exact-2026q3 with a webinar funnel will not teach you anything.

THE LEAK IS A STEP, NOT “THE FUNNEL”THE LEAK IS A STEP, NOT “THE FUNNEL”Landing4,000Lead120Customer18Fix the biggest drop first. Decorating a later step will not help.Counts must be the same people, same window.
Drop-off % is 1 − (next ÷ current). Write the step names in the sheet.

When

When to use it

  • Monthly review when CPA looks fine and revenue does not.
  • When you add a new stage (SQL, sales-qualified lead) and need a baseline.
  • Before you spend more on top-of-funnel ads.

How

How to use it

  1. 1Enter visitors, leads, and customers (add stages if you have them).
  2. 2Read each step: leads ÷ visitors, customers ÷ leads, customers ÷ visitors.
  3. 3Circle the worst drop. That is the first fix, not a new ad account.
  4. 4Pair with the drop-off calculator if you have more steps (form start, form submit).

Example

Example: Acme demo funnel, one week

google-in-demo-exact-2026q3. Paid landing visitors, demo booked, paying customers from that cohort.

You put in

Visitors
1,250
Leads
25 demo booked
Customers
5

You get

Visit - lead = 25 / 1250 = 2%
Lead - customer = 5 / 25 = 20%
Visit - customer = 5 / 1250 = 0.4%

The page converts 2% to a demo. Sales closes 20% of those. If you only reported 0.4%, you would not know which team to talk to. Fix the weaker step first.

Result

What this changes for you

The meeting picks a step to fix. You stop a slide with one blended conversion rate that hides the leak.

Common mistakes

  • Skipping a stage so the math looks healthier.
  • Site-wide visitors in a paid campaign funnel.
  • Customers from all time in the last bucket.
  • Renaming stages every month. The trend dies.

FAQ

Funnel Calculator FAQ

What does a funnel calculator show?

Conversion between stages: visitors to leads, leads to customers, and overall. You see which step is the leak.

How many stages should a funnel calculator use?

As many as you measure the same way every week. Three is enough to start: visitors, leads, customers. Add SQL only if CRM is clean.

Is a funnel calculator the same as a drop-off calculator?

They are cousins. The funnel calculator is stage conversion. The drop-off calculator highlights where the biggest leave happens. Use both on long paths.

Can a funnel calculator include unpaid traffic?

Yes if you label it. Do not blend paid google-in-demo-exact-2026q3 with organic blog traffic in one funnel when you are deciding bids.

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