Divide converted leads by total leads to get the conversion rate of your top-of-funnel activity.
The lead conversion rate is the share of total leads generated that leads converted represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Lead Conversion Rate
Lead Conversion Rate = Leads converted ÷ Total leads generated × 100
Lead Conversion Rate = Leads converted ÷ Total leads generated × 100 The lead conversion rate is the share of total leads generated that leads converted represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Leads converted, Total leads generated. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.