How to use the lead conversion funnel calculator
- Rename the stages to match your pipeline, and add or remove stages as needed (2 to 8).
- Enter the number of leads at each stage for one period, or switch to conversion % and enter the rate between stages.
- Enter your average deal value to see revenue from won deals.
- Pick a stage and a percentage point improvement to see the effect on won deals and revenue.
- Copy the summary or download the funnel as CSV.
Worked example
1,000 leads, 600 contacted, 300 qualified, 120 proposals, 30 won, $5,000 deals
Stage conversion rates are 60%, 50%, 40% and 25%. Overall conversion is 30 ÷ 1,000 = 3% and revenue is 30 × $5,000 = $150,000. Raising proposal conversion from 40% to 50% (+10 points) with everything else unchanged gives 150 proposals and 37.5 wins, or $187,500.
How it works
Stage conversion = stage count ÷ previous stage count. Overall conversion = final stage ÷ first stage. In conversion % mode each count = previous count × rate. Revenue = won × average deal value. The what-if adds the chosen points to one stage rate (capped at 0 to 100%) and recomputes every later stage with the other rates unchanged.
Assumptions
- Stage counts or rates come from your own CRM or records for one consistent period.
- All won deals are valued at the average deal value you enter.
- The what-if assumes the other stage rates do not change when one stage improves.
- Starting values in the tool are example values to replace with your own; they are not industry benchmarks.
Frequently asked questions
Which stage should I improve first?
Often the stage with the lowest conversion or the biggest absolute drop, but the cheapest stage to improve matters too. Use the what-if to compare the revenue effect of a realistic change at each stage.
Why can a later stage not be bigger than an earlier one?
In a funnel every lead at a stage has passed through the stages before it. If your numbers show otherwise, leads may be entering mid-funnel or the period boundaries differ.
Counts or rates?
Use counts when you have actual numbers for a period. Use rates to model a hypothetical funnel or plan targets.
Limitations
- Uses a single period snapshot; it does not model time lag between stages.
- Does not split by lead source or salesperson.