Calculate conversion rate

How it works

Each stage rate divides the later count by the count immediately before it, while overall conversion divides customers by visitors. Drop-off is 100% minus the corresponding stage rate, and the largest of the three losses is named after rounding results to two decimal places.

• A stage following a zero count reports 0% instead of attempting division by zero.
• Every later count must be no greater than the preceding count, keeping each funnel rate at or below 100%.

Worked example

											Visitors: 1000
Leads: 300
Qualified leads: 90
Customers: 10
										

												Visitor to lead percent: 30
Lead to qualified percent: 30
Qualified to customer percent: 11.11
Overall conversion percent: 1
Biggest drop off stage: Qualified leads to customers
											

When to use this

Google Analytics ecommerce funnels, Salesforce lead qualification, and SaaS trial-to-paid reports all compare ordered cohorts whose counts should only decrease.

Edge cases

• If leads exceed visitors, the stage order is impossible and processing stops with an error.
• If qualified leads exceed all leads, processing stops instead of reporting a conversion above 100%.
• If a zero-count stage is followed by another zero, that stage rate is reported as 0 rather than dividing by zero.