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Funnel Revenue

Free Funnel Revenue calculator with clear step-by-step results.

About Funnel Revenue

Multiplies visitors through three sequential conversion stages, which is why funnel maths is so unforgiving - the end-to-end rate is the product of the stages, so a 6%, 35% and 22% funnel converts under half a percent of visitors. Improving the weakest stage moves revenue more than adding traffic.

Formulas

Stage progression

Leads = visitors x lead rate; qualified = leads x qualified rate; won = qualified x close rate

End-to-end conversion

Overall % = lead rate x qualified rate x close rate x 100

Worked example

With the default values below, Funnel Revenue returns Revenue from the funnel of $277,200.00. Change any input above and every figure here is recalculated in your browser.

Inputs used

Visitors entering the funnelminimum 0
25,000
Visitor to lead conversionaccepts 0–100 %
6 %
Lead to qualified rateaccepts 0–100 %
35 %
Qualified to closed-won rateaccepts 0–100 %
22 %
Average deal valueminimum 0 $
2,400 $

Results

Revenue from the funnel
$277,200.00
Deals closed
115.5 deals
Qualified opportunities
525.0
Visitor to customer conversion
0.4620% %

Step by step

  1. 1Values used
  2. 2Stage progression
  3. 3End-to-end conversion
  4. 4Revenue from the funnel= $277,200.00
  5. 5Deals closed= 115.5 deals
  6. 6Qualified opportunities= 525.0
  7. 7Visitor to customer conversion= 0.4620 %

Assumptions and limits

  • The result is derived only from the 5 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.

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

Frequently Asked Questions

Where should I focus improvement?

Usually the stage with the lowest absolute rate that you can influence. A relative improvement anywhere multiplies through, so a 20% lift in the worst stage is worth the same as a 20% lift in the best.

Does this account for sales cycle length?

No. It treats the funnel as instantaneous. With a long cycle, revenue lands months after the traffic, so cohort the visitors by entry period before comparing to booked revenue.

Related Calculators

Funnel Revenue – Calculate Revenue from the funnel