Marketing Funnel Calculator

Model a full marketing funnel stage by stage and find which stage is limiting total output.

About Marketing Funnel 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

Marketing Funnel

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, Marketing Funnel Calculator returns Customers Produced of 112. Change any input above and every figure here is recalculated in your browser.

Inputs used

Top-of-funnel volumeminimum 0: 100,000
Visitor to lead rateaccepts 0–100 %: 3.2 %
Lead to qualified lead rateaccepts 0–100 %: 35 %
Qualified lead to opportunity rateaccepts 0–100 %: 40 %
Opportunity to customer rateaccepts 0–100 %: 25 %

Results

Customers Produced: 112
Overall Conversion Rate: 0.1120%
Largest Drop-Off Stage: Visitor to lead rate
Volume Lost Through the Funnel: 99,888
Final Count if the Weakest Stage Doubled: 224

Step by step

1Values used
2Marketing Funnel
3Customers Produced= 112
4Overall Conversion Rate= 0.1120
5Largest Drop-Off Stage= Visitor to lead rate
6Volume Lost Through the Funnel= 99,888
7Final Count if the Weakest Stage Doubled= 224

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.
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 Marketing Funnel 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 Marketing Funnel 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 5 inputs: Top-of-funnel volume, Visitor to lead rate, Lead to qualified lead rate, Qualified lead to opportunity rate, Opportunity to customer 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.