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Marketing funnel conversion rates show how people move through each stage of a campaign funnel.
Common formulas include:
Visitor-to-lead rate = leads / visitors x 100
Lead-to-opportunity rate = opportunities / leads x 100
Opportunity-to-customer rate = customers / opportunities x 100
Full-funnel conversion rate = customers / visitors x 100
For example, if a campaign gets 12,000 visitors, 960 leads, 180 opportunities, and 36 customers, the full-funnel conversion rate is 0.30%.
Use the Marketing Funnel Calculator at /tools/marketing-funnel-calculator, then compare the result with funnel conversion rate, lead conversion rate, sales conversion rate, and CAC.
How to calculate marketing funnel conversion rates
Learn how to calculate visitor-to-lead, lead-to-opportunity, and full-funnel conversion rates.
Common formulas include:
Visitor-to-lead rate = leads / visitors x 100
Lead-to-opportunity rate = opportunities / leads x 100
Opportunity-to-customer rate = customers / opportunities x 100
Full-funnel conversion rate = customers / visitors x 100
For example, if a campaign gets 12,000 visitors, 960 leads, 180 opportunities, and 36 customers, the full-funnel conversion rate is 0.30%.
Use the Marketing Funnel Calculator at /tools/marketing-funnel-calculator, then compare the result with funnel conversion rate, lead conversion rate, sales conversion rate, and CAC.
Marketing Funnel
Funnel Conversion Rate
Lead Conversion Rate
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Useful tools
Marketing Funnel Calculator
Calculate visitor-to-lead, lead-to-opportunity, opportunity-to-customer, and full-funnel conversion rates.
Conversion Rate Calculator
Calculate conversion rate from visitors or sessions and the number of conversions.
Sales Conversion Rate Calculator
Calculate sales conversion rate from opportunities and won customers.
Funnel Conversion Rate Calculator
Calculate visitor-to-lead, lead-to-customer, and visitor-to-customer conversion rates.
Lead Conversion Rate Calculator
Calculate lead conversion rate from leads generated and new customers or target outcomes.
CAC Calculator
Calculate customer acquisition cost from total sales and marketing spend and the number of new customers acquired.