Free tool

Lead conversion rate calculator for every step to a sale

This free lead conversion rate calculator shows what share of your leads became customers and, if you add a qualified count, where along the way the rest dropped out. Enter the leads from a period, the ones your team qualified and the ones you won, and it gives lead to qualified, qualified to won and lead to won as percentages. It all happens in your browser, and nothing you type is kept or sent.

Free, with no sign-up. It runs in your browser: nothing you type is sent or stored.

Leads

Qualified leads (optional)

Customers won

Lead to customer

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Lead to qualified

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Qualified to customer

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How to use it

Step 1
Enter your leads
The number of leads that came in during one period, such as last quarter, or from one campaign.
Step 2
Add how many were qualified (optional)
The leads your team judged worth pursuing: the right need, budget and timing. Skip it if you don't track qualification.
Step 3
Enter how many were won
How many of those same leads became paying customers. Each step must be no bigger than the one before it.
Step 4
Compare the steps
Look at where the percentage falls furthest. That step is usually the first one worth fixing.

How to calculate lead conversion rate

Lead conversion rate is the number of leads that became customers, divided by all the leads, times 100. Add a qualified count and it splits into two steps: qualified leads divided by all leads, and won deals divided by qualified leads. Multiply the two step rates together and you get the overall rate back.

Example: a rooftop solar installer gets 250 enquiries from a summer campaign. Site surveys qualify 75 of them, and 15 sign. Lead to qualified is 75 ÷ 250 = 30%, qualified to won is 15 ÷ 75 = 20%, and lead to won is 15 ÷ 250 = 6%. The figures are invented to show the sums, not a target to aim for.

Count the same leads at every step

A frequent mistake is mixing periods: dividing this month's sales by this month's leads. Some of this month's sales came from enquiries made weeks ago, and some of this month's leads haven't had time to decide. Take one group of leads instead, such as everything that came in during July, and count how many of those particular leads were qualified and how many were won.

That is why the calculator won't accept a step larger than the one before it. If you have more customers than leads, the two counts come from different groups, and any rate worked out from them would mislead you.

Reading the steps: where leads drop out

A low lead-to-qualified rate points at the top of the funnel: who your ads reach, a form that lets anyone through, or a channel that sends enquiries from people who were never going to buy. A low qualified-to-won rate points at the sale itself: slow first replies, missed follow-ups, the price or the quotation.

Work on one step at a time, and watch the counts as well as the percentages. Tightening an ad's audience can lift the qualified rate while cutting the number of leads, and fewer customers at a better rate is not an improvement.

Comparing sources and months

One overall rate hides the differences that matter. Run the calculator once for each source, such as Meta ads, IndiaMART, your website and walk-ins, and you may find that a channel sending fewer leads closes far more of them. Pair it with the cost per lead calculator to see what each customer from each source cost.

Work the figures out the same way every month. Your own rate moving from one month to the next tells you more than any outside benchmark, because it is measured on your leads, your team and your own definition of qualified.

See your pipeline stage by stage

DigiPix Flow's reports show leads by source and open deals grouped by pipeline stage, and the home dashboard shows your win rate over the last 30 days, all worked out from the leads and deals your team closes as won or lost.

See CRM reports

Frequently asked questions

What is a lead conversion rate?

The percentage of leads that become paying customers. If 20 out of 400 leads buy, the rate is 20 ÷ 400 × 100 = 5%.

What is a good lead conversion rate?

It varies too much by industry, price and channel for one number to mean much: a high-value B2B contract and a ₹500 online order convert very differently. Use your own past months and your own sources as the comparison.

What counts as a qualified lead?

Whatever your team agrees on and applies the same way every time, for example a real need, a budget in range and a decision expected within three months. Write the definition down, because changing it changes the rate.

Is lead conversion rate the same as win rate?

Not quite. Lead conversion rate starts from every lead. Win rate usually starts from deals that reached a decision: won divided by won plus lost. Both are useful, and they answer different questions.

Why does the calculator reject my numbers?

Each step must be no larger than the one before: qualified can't exceed leads, and won can't exceed qualified, or leads if you skip the qualified step. When it does, the counts come from different groups of leads.

Can I use it as a sales conversion rate calculator?

Yes. Enter enquiries or opportunities as leads, the ones that reached a proposal as qualified, and closed deals as won. The maths is the same; only the names of the steps change.