Lead conversion rate calculator
Calculate the share of leads that become customers, the cost per lead and per customer, and the leads you need for a sales target. Then follow the funnel from visitor to customer stage by stage and compare lead sources. Free, no sign-up, nothing leaves your browser.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated Turn more leads into customers
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The method
How to calculate lead conversion rate
New customers divided by the leads they came from.
Count the customers that came from the leads of the same period, not every customer who signed in that month. If your sales cycle is long, take the leads from one month and count how many of them became customers by today. Decide once what counts as a lead (a form, a chat, a demo request) and keep that definition, or the rate will change for reasons that have nothing to do with sales.
4.5%
54 ÷ 1,200 = 4.5%
About one customer for every 22 leads.
$333
$18,000 ÷ 54 = $333
Marketing spend per new customer, at $15 per lead.
$108
$2,400 × 4.5% = $108
First-year revenue each lead is worth.
Funnel
Conversion at each stage
One overall rate hides where leads get lost.
Split the path into stages: visitors, leads, qualified leads, opportunities and customers. In the example, 40,000 visitors bring 1,200 leads (3%), 360 of them are qualified (30%), 150 become opportunities (41.7%) and 54 become customers (36%). After the lead stage, the weakest step is lead to qualified lead, so that is where a small improvement adds the most customers: 10 more points there would bring about 18 more customers from the same traffic.
Response speed
The fastest way to convert more leads
Leads cool down within hours.
A study published in Harvard Business Review audited 2,241 US companies and found that only 37% answered a web lead within an hour; the average reply took 42 hours. In a separate analysis of 1.25 million leads, firms that contacted a lead within an hour were nearly seven times as likely to qualify it as firms that waited one hour longer, and more than 60 times as likely as firms that waited a day or more.
Planning
How many leads do you need?
Work back from the sales target.
A $240,000 target at $2,400 per customer takes 100 new customers. At a 4.5% conversion rate that means about 2,223 leads; at 6% it takes about 1,667, which is 556 fewer leads to find and pay for.
Spreadsheets
Lead conversion formulas for Excel and Google Sheets
Leads in B2, new customers in C2, marketing spend in D2.
Lead conversion rate
Cost per customer
Leads needed for a target
Sales target in E2, revenue per customer in F2.
FAQ
Lead conversion rate questions
How do you calculate lead conversion rate?
Divide the new customers who came from a group of leads by the number of leads, and multiply by 100. 54 customers from 1,200 leads is a 4.5% lead conversion rate.
What is a good lead conversion rate?
It depends on what you count as a lead, your price, your market and the source of the lead, so published averages rarely compare well. Track your own rate over time and compare sources and stages with each other.
What is the difference between lead conversion rate and win rate?
Lead conversion rate starts from every lead; win rate usually starts from qualified opportunities that reached a decision. The same team can have a 4.5% lead conversion rate and a 36% win rate.
Should I count leads and customers from the same month?
Only if your sales cycle is short. Otherwise follow one group of leads until most of them have a result, or the rate will rise and fall with last month's lead volume.
Why compare lead sources?
Sources with cheap leads often convert worst. In the example, referrals convert at 9% and paid ads at 2.5%. With few customers per source, check the p-value before moving budget.
How can I improve lead conversion?
Reply to new leads within minutes, qualify them before they reach sales, and fix the weakest stage of your funnel first.
Does the calculator store my data?
No. Everything runs in your browser. The share link keeps your numbers in the address after the # sign, which is not sent to our server.
References
Sources
- Lead response time: James B. Oldroyd, Kristina McElheran and David Elkington, "The Short Life of Online Sales Leads", Harvard Business Review, March 2011
- Confidence range: Edwin B. Wilson, "Probable Inference, the Law of Succession, and Statistical Inference", Journal of the American Statistical Association, 1927
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