Sales conversion calculator

How it works

Conversion rate = conversions ÷ total leads or visitors

The rate alone rarely changes a decision; the revenue per lead usually does, because it is what you can compare against the cost of acquiring one. If revenue per lead is above your cost per lead, spending more is arithmetic rather than a gamble. Note the rate is not rounded to whole percentages here: 3.5% and 4% differ by a seventh of your pipeline efficiency, and rounding that away has ended arguments in the wrong direction.

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Frequently asked questions

What counts as a conversion?

Whatever you decided it is — a sale, a qualified meeting, a signup. Just hold it constant, because redefining it mid-comparison is how conversion rates 'improve'.

What is a good conversion rate?

Meaningless without the stage. A visitor-to-lead rate of 2% and a lead-to-close rate of 2% describe very different businesses. Compare each stage with itself over time.

Why show revenue per lead?

Because it is the number you can put next to your cost per lead. A conversion rate cannot tell you whether to spend more; that ratio can.

Should I include unqualified leads?

Only if you also include them in your cost per lead. Filtering the denominator but not the spend produces a flattering rate and a wrong decision.