Sales Funnel Calculator
Plan revenue from visitors, leads, qualified opportunities and sales with a separate conversion assumption at each stage.
Projected sales revenueExample$25,000
- Expected leads
- 500 leads
- Expected opportunities
- 100 opportunities
- Expected sales
- 25 sales
How to calculate sales funnel
Sales = visitors × lead rate × opportunity rate × win rate; revenue = sales × average sale value
All rates are conditional on the previous stage. Outputs are expected values and can be fractional. Sales-cycle delays and repeat purchases are excluded.
Worked example
An illustrative scenario. “Reset to example” restores it in the calculator.
- Visitors in the planning period
- 10,000 visitors
- Visitor-to-lead conversion
- 5%
- Lead-to-opportunity conversion
- 20%
- Opportunity-to-sale conversion
- 25%
- Average sale value
- $1,000
Projected sales revenue: $25,000
Sales Funnel FAQ
Can I use my overall website conversion rate at every stage?
No. That would count the same drop-off more than once. Each rate must describe conversion from its immediately preceding stage.
Guides for this calculation
Build context around the numbers with worked examples from our guides.
Compare Campaign Profitability With Consistent Assumptions →