Calculator Inputs
Lead Funnel Trend Chart
The chart compares top funnel traffic with captured and qualified leads.
Example Data Table
| Channel | Visitors | Form Views | Form Starts | Captured Leads | Lead Capture Rate | Qualified Leads |
|---|---|---|---|---|---|---|
| Paid Social | 2,200 | 1,400 | 900 | 180 | 8.18% | 96 |
| Organic Search | 1,850 | 1,180 | 710 | 154 | 8.32% | 90 |
| Email Campaign | 1,100 | 760 | 520 | 138 | 12.55% | 84 |
Formula Used
Lead Capture Rate (%) = (Captured Leads ÷ Unique Visitors) × 100
Form Completion Rate (%) = (Captured Leads ÷ Form Starts) × 100
Qualified Lead Rate (%) = (Qualified Leads ÷ Captured Leads) × 100
Cost Per Lead = Ad Spend ÷ Captured Leads
ROI (%) = ((Revenue − Ad Spend) ÷ Ad Spend) × 100
This calculator measures how effectively your campaign converts visitors into leads, then extends that analysis into form performance, cost efficiency, qualification quality, and downstream revenue impact.
How to Use This Calculator
- Enter your campaign period and channel name.
- Add traffic sessions and unique visitors for the selected campaign.
- Enter form views, form starts, and captured leads.
- Provide qualified leads, ad spend, sales conversions, and average deal value.
- Click the calculate button to view rates, costs, revenue, and ROI.
- Use the CSV or PDF buttons to save a copy of the report.
Frequently Asked Questions
1. What is lead capture rate?
Lead capture rate is the percentage of unique visitors who become captured leads. It shows how effectively your page, form, and offer turn traffic into identifiable prospects.
2. Why use unique visitors instead of sessions?
Unique visitors reduce duplication from repeat visits. That makes the lead capture rate more stable when evaluating campaign efficiency and comparing channels with different browsing patterns.
3. What is a good lead capture rate?
A good rate varies by source, offer, industry, and traffic quality. Many teams view 4% to 7% as workable, while strong landing pages often exceed that range.
4. Why track form starts and form completion?
These metrics reveal friction inside the funnel. High form views with low starts suggest weak intent. High starts with low completions suggest usability or trust problems.
5. What is qualified lead rate?
Qualified lead rate measures the percentage of captured leads that meet your quality standard. It helps separate raw volume from leads that can realistically support pipeline growth.
6. Can I use this for channel comparisons?
Yes. Enter each channel separately and compare capture rate, completion rate, cost per lead, and ROI. That gives a balanced view of both efficiency and business impact.
7. Why include sales conversions and deal value?
Those fields connect top-of-funnel activity to revenue. Without them, you only know how many leads were captured, not whether they created meaningful business results.
8. When should I improve the form?
Focus on the form when views are healthy but starts or completions are weak. Shorter fields, clearer value messaging, and stronger trust signals often improve performance.