Calculator Inputs
Example Data Table
| Stage | Count | Stage days |
|---|---|---|
| Visitors | 12,000 | 0 |
| Leads | 850 | 1 |
| MQL | 420 | 2 |
| SQL | 210 | 3 |
| Proposals | 95 | 7 |
| Customers | 38 | 0 |
Paste these values to confirm the calculator output matches expectations.
Formula Used
Stage conversion rate (from stage i-1 to i):
Conversion% = (Count_i / Count_{i-1}) × 100
Stage drop-off (from stage i-1 to i):
Drop-off% = (1 − (Count_i / Count_{i-1})) × 100
Overall conversion (top to bottom):
Overall% = (Bottom / Top) × 100
Estimated revenue:
Revenue = Customers × AverageDealValue
Gross profit and net profit:
GrossProfit = Revenue × (GrossMargin% / 100)
NetProfit = GrossProfit − MarketingSpend
CAC and ROAS:
CAC = MarketingSpend / Customers
ROAS = Revenue / MarketingSpend
How to Use This Calculator
- Enter spend, deal value, margin, and timeframe days.
- Add your funnel stages in order from first touch to closed.
- Use consistent counting rules across all stages.
- Optionally add stage days to estimate total cycle time.
- Click Calculate to view conversions, drop-offs, and totals.
- Download CSV for spreadsheets or PDF for sharing.
- Optimize the biggest drop-off stage first for gains.
FAQs
1) What should I use as the “Count” in each stage?
Use one consistent unit: people, accounts, leads, opportunities, or deals. Avoid mixing definitions, or conversion rates will be misleading across stages.
2) Do stage counts need to decrease every time?
Usually yes, but not always. Increases can happen due to deduplication fixes, re-activation, or attribution changes. If you see increases, confirm tracking rules.
3) How is overall conversion different from stage conversion?
Stage conversion compares two adjacent stages. Overall conversion compares the first and last stage. Both matter: overall for outcomes, stage rates for diagnosing leaks.
4) What does “Stage days” do?
Stage days are optional and represent average time spent in each stage. The calculator sums them into a simple cycle-time estimate to support planning and forecasting.
5) What if I have more than six stages?
Use the Add stage button to extend up to ten stages. Keep the sequence in the same order your team reports pipeline movement.
6) How is revenue estimated here?
Revenue is estimated from the last-stage count (customers) multiplied by average deal value. If your funnel ends at “Closed Won deals,” set customers to that count.
7) When is CAC and ROAS shown as a dash?
CAC needs at least one customer. ROAS needs marketing spend above zero. When those conditions are not met, the metric is not calculated.
8) Which stage should I optimize first?
Start with the stage that has the biggest drop-off and is easiest to influence. Small improvements early in the funnel can multiply into larger bottom-line gains.