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Funnel Conversion Calculator

Pass rates for every step, the end-to-end rate, and the step that is losing you the most people — which is rarely the one with the worst percentage.

✓ Recalculates as you type✓ The formula is printed on the page✓ Your figures never leave the tab

Your funnel

Enter the number of people who reached each stage, in order, largest first.

StagePeople

Method

The arithmetic

Each step's pass rate is the count at the next stage over the count at the current one. The end-to-end rate is the last stage over the first, which is also the product of every step rate — a useful check that the stages were entered in the right order. Alongside each rate the tool reports the headcount lost at that step, because that is the figure that ranks the steps by opportunity.

step rate% = next stage ÷ this stage × 100 · overall% = last stage ÷ first stage × 100 = product of all step rates · people lost = this stage − next stage

Worked example

One run through the numbers

A funnel of 10,000 visitors, 2,500 adding to cart, 400 starting checkout, and 120 purchasing gives step rates of 25%, 16%, and 30%, and an end-to-end rate of 1.2%. The check holds: 0.25 × 0.16 × 0.30 is 0.012. The worst pass rate is the 16% step, but the step that loses the most people is the first one, which drops 7,500.

Swap in your own figures — the result recalculates as you type.

Before you act on this

Where this number misleads

Ranking steps by pass rate and ranking them by people lost give different answers, and the second is the one that matters. In the example above the 16% step looks worst, but fixing the 25% step has ten times more people behind it — a small improvement at the top of a funnel moves more absolute volume than a large one at the bottom.
The counts must be people, not events. Counting page views instead of visitors inflates the early stages and makes the first pass rate look far worse than it is, because one person browsing four products has been counted four times.
Stages should be genuinely sequential. If a visitor can reach checkout without adding to a cart, the stages overlap and the step rates between them are not measuring a real progression, so the product check will still hold arithmetically while describing nothing.
A low end-to-end rate is not automatically a problem. It depends entirely on what the first stage counts: a funnel starting from all site traffic will always read lower than one starting from people who reached a product page, and neither number is comparable to anyone else's.
Once you know the rate, the ad budget calculator is where it becomes a forecast, and the CAC and LTV tool is where the resulting customers get a value attached.

Asked often

Funnel Conversion Calculator: questions that come up

How many stages should a funnel have?

As many as you can measure reliably and act on separately. Extra stages that nobody owns produce rates nobody changes; too few and a single step hides two different problems with different fixes.

Why does the tool refuse a stage larger than the one before it?

Because a stage that grows is not a funnel step — it usually means the counts came from different sources, different date ranges, or different definitions of a visitor. Returning nothing is more useful than returning a pass rate above 100%.

Should I use sessions or users?

Users, for anything you plan to compare against acquisition cost, because customers are people rather than sessions. Sessions are the more convenient number and quietly inflate the top of the funnel by however many times the average visitor returns.

Is a 1.2% end-to-end rate good?

That question has no answer without knowing what the first stage counted, what the product costs, and what the traffic cost to buy. A rate is only meaningful against the same funnel's earlier figure, which is why nothing on this site publishes a target to compare it against.

Carry on

The next number

Run the numbers →