Funnel Conversion Calculator

Multiply stage conversion rates to get the true end-to-end rate and locate the weakest stage.

About Funnel Conversion Calculator

Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end. The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.

Formula

Funnel Conversion

Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals)

stage rate: Share of the previous stage that advances to the next

Worked example

With the default values below, Funnel Conversion Calculator returns Conversions of 14,850. Change any input above and every figure here is recalculated in your browser.

Inputs used

Top-of-funnel volumeminimum 0: 100,000
Stage one conversion rateaccepts 0–100 %: 45 %
Stage two conversion rateaccepts 0–100 %: 60 %
Stage three conversion rateaccepts 0–100 %: 55 %

Results

Conversions: 14,850
Overall Conversion Rate: 14.8500%
Largest Drop-Off Stage: Stage one conversion rate
Volume Lost Through the Funnel: 85,150
Final Count if the Weakest Stage Doubled: 29,700

Step by step

1Values used
2Funnel Conversion
3Conversions= 14,850
4Overall Conversion Rate= 14.8500
5Largest Drop-Off Stage= Stage one conversion rate
6Volume Lost Through the Funnel= 85,150
7Final Count if the Weakest Stage Doubled= 29,700

Assumptions and limits

The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
Figures are rounded for display to 4 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Funnel Conversion calculated?

Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals) Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end.

Why does Funnel Conversion matter?

The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.

What values do I need to enter?

This calculator takes 4 inputs: Top-of-funnel volume, Stage one conversion rate, Stage two conversion rate, Stage three conversion rate. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.