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Lead Funnel Calculator

Map your visitors → leads → sales pipeline and see exactly where leads are being lost and how much revenue you're leaving on the table.

Five-stage model: Visitors → Leads → Qualified → Proposals → Closed. Each stage multiplies the one above it by the rate you enter, and each count is rounded to a whole person before feeding the next stage — the funnel counts people, not fractions.

Enter your monthly traffic, your stage-to-stage conversion rates, and what an average deal is worth — the funnel shows where prospects fall out.

% of visitors who become leads

% of leads that are a good fit

% of qualified leads who receive a proposal

% of proposals that convert to sales

How the funnel maths works

Every number is derived from your own six inputs — no benchmark or industry data enters the calculation. The chain runs top-down:

  1. Stage counts — leads are visitors × capture rate; each stage below applies its rate to the stage above. Counts round at every step, so with small numbers you will see the rounding: 10 visitors at 30% capture gives 3 leads, not 3.0 exactly downstream.
  2. Monthly revenue — deals closed × your average deal value. “Lost at lead stage” is the visitors who never became a lead at all: usually the single largest leak.
  3. Improvement levers — the tool projects two specific changes: capturing one extra visitor in every hundred, and closing five more proposals in every hundred. Both are computed against your current funnel, so they answer “what is this worth to me”, not a generic uplift claim.

Because whole-person rounding happens at every stage, the “revenue potential” figure — which compares the unrounded pipeline against your rounded actuals — can occasionally show a small negative value. That is the arithmetic being honest about rounding, not an error.

Reading your funnel

Look for the widest gap between adjacent bars — that is the stage bleeding prospects. A funnel losing 96 of every 100 visitors before the lead stage has a traffic-capture problem no amount of sales skill fixes; a funnel where proposals stall has a closing problem more traffic will only amplify. Fix the leakiest stage first: conversion improvements compound through every stage beneath them, which is why the 1% capture-rate lever usually beats buying more visitors.

Assumptions this tool makes
  • All inputs describe the same month — traffic, rates, and deal value are treated as one steady-state period.
  • Stage rates are independent: changing one rate does not model knock-on effects on the others.
  • The default rates (3.5% capture, 60% qualification, 70% proposal, 30% close) are editorial starting points for a typical service business, not measured benchmarks.
  • Every closed deal is worth exactly the average deal value you enter.
Limitations
  • No time lag — real pipelines take weeks between stages; this is a snapshot, not a cohort model.
  • One funnel, one channel: paid, organic and referral traffic almost certainly convert at different rates and need separate runs.
  • It locates the biggest relative drop, not the root cause — diagnosing why a stage leaks needs your analytics and CRM data.
  • No cost side: it projects revenue, not profit — pair it with the break-even ROAS calculator for the cost view.

Related free tools

Marketing Spend AuditorCheck if your channel spend matches your funnel's real bottleneckAd Budget PlannerPlan the ad spend needed to feed this funnel with more visitorsCLV CalculatorValue each closed deal over the full customer lifetime, not one sale

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Lead Funnel Calculator FAQs

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