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Lead Conversion Rate Calculator

Divide converted leads by total leads to get the conversion rate of your top-of-funnel activity.

About Lead Conversion Rate Calculator

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.

Formula

Lead Conversion Rate

Lead Conversion Rate = Leads converted ÷ Total leads generated × 100

Leads converted
The subset being measured
Total leads generated
The full population it is drawn from

Worked example

With the default values below, Lead Conversion Rate Calculator returns Lead Conversion Rate of 7.00%. Change any input above and every figure here is recalculated in your browser.

Inputs used

Leads convertedminimum 0
84
Total leads generatedminimum 0
1,200

Results

Lead Conversion Rate
7.00%
Remaining (whole minus part)
1,116
Equivalent per 1,000
70.0
One in Every
14.3

Step by step

  1. 1Values used
  2. 2Lead Conversion Rate
  3. 3Lead Conversion Rate= 7.00
  4. 4Remaining (whole minus part)= 1,116
  5. 5Equivalent per 1,000= 70.0
  6. 6One in Every= 14.3

Assumptions and limits

  • The result is derived only from the 2 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 2 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 Lead Conversion Rate calculated?

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.

Why does Lead Conversion Rate matter?

Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.

What values do I need to enter?

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.

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