Funnel conversion calculator
How do you calculate funnel conversion rate?
Multiply the rate at each stage. Leads equal visitors times opt-in rate, booked calls equal leads times booking rate, attended calls equal booked times show rate, and sales equal attended times close rate. Visitor-to-sale conversion is sales divided by visitors. With 8%, 30%, 70% and 20%, that is 0.34%.
Funnel conversion calculator
Leads = visitors × opt-in rate. Booked = leads × booking rate. Attended = booked × show rate. Sales = attended × close rate. Revenue = sales × deal value. ROAS = revenue ÷ ad spend.
How to use the calculator
- Visitors and ad spend. Use landing page sessions and spend for the same month, not ad clicks, which overcount.
- Opt-in rate. Leads divided by landing page visitors.
- Booking rate. Booked calls divided by leads. If you sell at checkout, set booking and show rate to 100% and use close rate as checkout conversion.
- Show-up rate. Attended calls divided by booked calls. See the show rate definition.
- Close rate and deal value. Sales divided by attended calls, and average first-payment or contract value.
Worked example with the default numbers
The calculator opens with 5,000 visitors, $5,000 of ad spend, an 8% opt-in rate, 30% booking rate, 70% show rate, 20% close rate and a $3,000 deal:
| Stage | Math | Result |
|---|---|---|
| Leads | 5,000 × 8% | 400 (cost per lead $12.50) |
| Booked calls | 400 × 30% | 120 |
| Attended calls | 120 × 70% | 84 (cost per attended call $59.52) |
| Sales | 84 × 20% | 16.8 (cost per sale $298) |
| Revenue | 16.8 × $3,000 | $50,400, ROAS 10.08x |
Visitor-to-sale conversion is 0.34%. Now test one lever at a time. Raising show rate from 70% to 85% gives 102 attended calls, 20.4 sales and $61,200 of revenue on the same spend, a bigger gain than most landing page redesigns deliver.
How to read the results
Look at cost per attended call and cost per sale before ROAS. ROAS on a high-ticket offer looks healthy even with a broken stage, because one deal covers a lot of spend. The stage with the biggest drop against benchmark is where the next dollar of effort pays most. Compare cost per sale with gross profit per sale: if cost per sale is above it, the funnel loses money no matter how good the ROAS figure looks.
Benchmarks from our client work
Lead costs vary by industry. In our documented results, roofing leads came in at $4.27 to $24, MVA leads at $4.38 to $27 and mortgage leads at $4.31 to $25.48. Show-up rates reach up to 88% with three-channel reminders, and speed-to-lead follow-up lifted lead-to-booking 2.4x across 60+ deployments. The $1.52M consulting funnel shows what a full high-ticket path looks like over 19 months.
What to fix when a number is bad
- Low opt-in rate: the offer or page. A quiz funnel or VSL funnel usually beats a long form. Start from the funnel copy template.
- Low booking rate: slow follow-up. Install speed-to-lead automation so every lead is contacted inside a minute.
- Low show rate: reminders. Use the no-show reminder sequence and price the gap with the no-show cost calculator.
- Low close rate: lead quality. Add qualification questions or an AI voice agent that screens before the closer.
