BYTETOOLS

Conversion Funnel Calculator

Enter funnel stages as counts or step rates to see conversion and drop-off per step, the end-to-end rate, value per stage and the traffic a target needs.

Funnel stages, top to bottom

1
2
3
4
5
0.600%
End-to-end conversion
60.0
Final conversions
$7,200
Revenue at that volume
Clicks / visits
Weakest step

Step by step

StageCountStep conv.Drop-offLostCumulativeValue each
Impressions
10,000.0———100.000%$0.72
Clicks / visits
2,500.025.00%75.00%7,500.025.000%$2.88
Product views
800.032.00%68.00%1,700.08.000%$9.00
Add to cart
200.025.00%75.00%600.02.000%$36.00
Purchases
60.030.00%70.00%140.00.600%$120.00

Back-solve the top of the funnel

Top-of-funnel volume needed
83,334
Multiple of today's volume
8.33×
Revenue at target
$60,000

How the maths works

  • step conversion = stage n ÷ stage n−1
  • drop-off = 1 − step conversion
  • cumulative = stage n ÷ stage 1
  • end-to-end = product of every step rate
  • top of funnel = target ÷ end-to-end rate

The product of the step rates and the direct first-to-last ratio are the same number — a useful check that your stage counts are consistent. Fixing the weakest step multiplies every stage below it, which is why it is called out above.

What is the Conversion Funnel Calculator?

A conversion funnel calculator that computes each step's conversion rate as stage n ÷ stage n−1, the drop-off as its complement, the end-to-end rate as the product of every step, and the top-of-funnel volume a conversion target requires.

  • Two input modes — analytics counts or modelled step rates
  • Step conversion, drop-off, lost volume and cumulative rate per stage
  • Weakest step identified automatically
  • Value per unit at every stage from one conversion value
  • Back-solver for the top-of-funnel volume a target requires
  • Unlimited stages, with every ratio guarded against a zero denominator

How to use the Conversion Funnel Calculator

  1. 1

    Choose whether to enter absolute counts from analytics or model the funnel from step conversion rates.

  2. 2

    Name your stages top to bottom and fill in the count or rate for each; add or remove stages as needed.

  3. 3

    Enter a value per final conversion to see revenue and what each stage is worth per unit.

  4. 4

    Read the step-by-step table for conversion, drop-off and cumulative rates.

  5. 5

    Set a conversion target in the back-solver to see the top-of-funnel volume it needs.

About the Conversion Funnel Calculator

A funnel only tells you something once you can see where people leave. Enter your stages top to bottom — impressions, clicks, product views, add to cart, purchases, or whatever your funnel actually looks like — and this calculator shows the conversion rate and drop-off at every step, plus the cumulative rate measured from the very top.

You can work from real analytics counts or model the funnel from step rates instead: set a top-of-funnel volume and a percentage for each step, and the counts are derived for you. Either way the weakest step is called out, because fixing it multiplies every stage below it.

Add a value per final conversion and each stage gets a value per unit — what one visitor or one cart is worth — and the back-solver tells you how much traffic a target number of conversions needs. Zero counts produce dashes rather than infinite requirements, and everything is computed in your browser.

Frequently asked questions

How do you calculate a conversion funnel?

Divide each stage by the one above it to get that step's conversion rate, and subtract from 100% for the drop-off. Multiply all the step rates together, or divide the last stage by the first, for the end-to-end rate — the two should agree.

What is a good end-to-end funnel conversion rate?

For ecommerce, somewhere between 1% and 3% from visit to purchase is common, while a lead form might convert at 10% or more. The number only means something against your own history and your own funnel definition.

What is the difference between step conversion and cumulative conversion?

Step conversion measures one stage against the stage directly above it. Cumulative conversion measures a stage against the very top of the funnel. A step can look healthy at 60% while the cumulative rate is under 1%, because the losses compound.

How do I work out how much traffic I need for 500 sales?

Divide the target by the end-to-end conversion rate. At a 0.6% end-to-end rate, 500 sales needs about 83,334 people at the top of the funnel. The back-solver on this page does that and shows the multiple of your current volume.

Which funnel stage should I fix first?

Usually the one with the lowest step conversion rate, which this tool highlights, because improvements there multiply through every stage below. A step with a huge absolute drop-off is also worth attention even if its percentage looks normal.

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