Conversion Funnel Calculator

A conversion funnel is the set of steps a person takes toward a goal, such as visiting a page, becoming a lead, then buying. It is called a funnel because fewer people remain at each step. Mapping the counts shows where you lose people and how many convert end to end.

Step conversion is the count at a stage divided by the count at the previous stage, times 100. If 400 of 1,000 visitors become leads, that step is 40 percent. The first stage is always 100 percent because nothing comes before it.

Step conversion compares each stage to the one right before it, while overall conversion compares a stage to the very first stage. With 1,000 visitors and 100 customers, the customer step from leads may be 25 percent but the overall conversion is 10 percent.

The calculator highlights the transition with the largest percentage drop-off, which is usually where to focus first. It reports both the count lost and the percent lost at each step so you can decide whether to fix the leak with the biggest share or the biggest raw number.

Normally no, since a funnel narrows. If your data shows a stage growing, often from tracking overlap or counting repeat actions, the calculator still works but flags a warning so you can check how the stage is measured.

No. Every calculation runs entirely in your browser, so your stage counts, revenue, and spend never leave your device or get stored on a server.