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Chirply resources · Reviewed

Funnel Conversion Rate Calculator

Calculate visitor-to-lead, qualification and customer conversion rates from one funnel cohort, with clear denominators and a CSV record.

Use the tool ↓

How do you calculate funnel conversion rates?

Divide the number reaching the next stage by the number entering the stage, then multiply by 100. Overall conversion uses the original visitor count. Use the same cohort and observation window for every count so the rates describe one customer journey.

Enter your scenario

Defaults are illustrative. Calculations run in this browser. Values are kept on this page until you change, reset or reload it.

Unique visitors in the selected cohort and window.
Visitors in that cohort who became leads; at most the visitor count.
Leads meeting your documented qualification rule; at most the lead count.
Qualified leads becoming customers; at most the qualified count.

Illustrative example results

Visitor-to-lead rate
10%
Qualification rate
40%
Qualified-to-customer rate
25%
Overall conversion
1%

Results are rounded to two decimal places. A zero denominator is shown as unavailable. Keep the cohort and assumptions with your report.

How to use this tool

  1. Review the field definitions below and choose one reporting period or scenario.
  2. Replace the example values in Enter your scenario. Use plain numbers with a decimal point where needed.
  3. Select Calculate results. Correct any highlighted field, then calculate again.
  4. Review the result alongside the formulas and interpretation notes.
  5. Select Download results CSV to save inputs, results and the method. Open it in your spreadsheet app. Reset example restores every default; reloading the page also restores the example.

Calculating and downloading a file use the values on this page. Configure and test your actual workflow using the linked setup guides.

Fields and defaults

Visitors
Unique visitors in the selected cohort and window. Default: 1000. Accepted range: 0–10000000, whole numbers.
Leads
Visitors in that cohort who became leads; at most the visitor count. Default: 100. Accepted range: 0–10000000, whole numbers.
Qualified leads
Leads meeting your documented qualification rule; at most the lead count. Default: 40. Accepted range: 0–10000000, whole numbers.
Customers
Qualified leads becoming customers; at most the qualified count. Default: 10. Accepted range: 0–10000000, whole numbers.

Formula and worked example

Visitor-to-lead rate = leads ÷ visitors × 100

Qualification rate = qualified leads ÷ leads × 100

Qualified-to-customer rate = customers ÷ qualified leads × 100

Overall conversion = customers ÷ visitors × 100

Illustrative default: 1,000 visitors, 100 leads, 40 qualified leads and 10 customers produce 10%, 40%, 25% and 1% respectively.

Interpret the result

Compare cohorts with the same stage definitions and enough time to complete the journey. Customers closing this month may have arrived in an earlier month.

A zero denominator is shown as unavailable. Zero visitors supplies no evidence for a conversion rate; it does not establish a 0% result.

Use the stage with the clearest opportunity to choose a practical follow-up: form quality, qualification criteria or the sales handoff. These figures describe the supplied counts rather than an industry benchmark.

Fix an input or download problem

Complete every required field and keep counts within the stated range. Related counts must describe the same cohort. If you change a value, calculate again to refresh the results. A zero denominator produces an unavailable rate.

The CSV button appears after a successful calculation. Check your browser's downloads list if the file is not immediately visible. Enable JavaScript for the interactive controls; formulas, examples and field definitions remain readable on this page.

Related definitions and setup

Conversion rate →CRM pipeline →Lead capture forms →Sales pipeline →Client reporting →

References

About these resources

Chirply publishes these explanations and planning tools to help teams define, test and measure their workflows. AI-assisted drafts are checked against the cited product references and documented formulas. Examples are illustrative. Read the review method, explore product capabilities or check current plans.

For a correction, email support@chirply.io with the page address and the specific detail.