Lead Funnel Calculator - Marketing Funnel Calculator & Sales Funnel Analyzer
Free lead funnel calculator & marketing funnel calculator. Analyze conversion rates across funnel stages, identify leakage points, and optimize your sales funnel. Our calculator tracks MQL to SQL conversion, opportunity rates, close rates, and overall funnel performance for B2B, SaaS, and e-commerce businesses.
Last updated: October 18, 2025
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Total visitors, impressions, or initial leads
Leads that meet marketing qualification criteria
Leads accepted by sales team
Active sales opportunities or proposals
Converted customers
Average revenue per customer
Average cost to acquire each top-of-funnel lead
Funnel Analysis
Overall Conversion Rate
0.25%
25 customers from 10,000 leads
500 MQLs from 10,000 leads
200 SQLs from 500 MQLs
100 opportunities from 200 SQLs
25 customers from 100 opportunities
Total Revenue
$125,000
CAC
$20,000
Total Cost: $500,000
Recommendations:
Critical Funnel Issues: Overall conversion rate is very low (<1%). Major optimization needed across all stages.
Funnel Optimization Tips:
- • Benchmark: B2B overall conversion 1-5%, E-commerce 2-4%
- • Focus on weakest conversion stage first
- • Good CAC:LTV ratio is 1:3 or better
- • Track funnel velocity (time between stages)
Lead Funnel Calculator Types & Features
Marketing metrics
MQL & SQL Tracking
Measures lead qualification and marketing-to-sales handoff
Sales metrics
Opportunity & Close Rates
Tracks SQL to opportunity to customer conversion
Conversion analysis
End-to-End Rate
Measures overall visitor to customer conversion
B2B metrics
Long Sales Cycle Analysis
Optimized for complex B2B sales processes
Leakage analysis
Drop-off Point Detection
Pinpoints stages with lowest conversion rates
Financial metrics
CAC & Revenue Analysis
Tracks cost per acquisition and funnel ROI
Example Funnel Analysis Result
B2B funnel with 10,000 leads, 500 MQLs, 200 SQLs, 100 opportunities, 25 customers:
Lead→MQL
5%
MQL→SQL
40%
SQL→Opp
50%
Close Rate
25%
Overall
0.25%
How Our Lead Funnel Calculator Works
Our lead funnel calculator analyzes conversion rates at each stage of your marketing and sales funnel using standard B2B metrics and benchmarks. The calculator tracks leads from initial contact through MQL qualification, sales acceptance (SQL), opportunity creation, and final customer conversion, identifying leakage points and optimization opportunities.
Lead Funnel Calculation Formulas
MQL Conversion Rate = (MQLs / Total Leads) × 100SQL Conversion Rate = (SQLs / MQLs) × 100Opportunity Rate = (Opportunities / SQLs) × 100Close Rate = (Customers / Opportunities) × 100Overall Conversion = (Customers / Total Leads) × 100CAC = Total Cost / CustomersThese formulas calculate conversion rates at each funnel stage and identify where leads are dropping off. The calculator also computes financial metrics like CAC (Customer Acquisition Cost) and ROI to measure funnel profitability.
Shows conversion rates and lead volume at each stage from top of funnel to customer
Understanding Funnel Stages
A typical B2B lead funnel consists of multiple qualification stages. Top of Funnel (ToFu) captures all initial leads or visitors. Marketing Qualified Leads (MQLs) are leads that meet marketing criteria based on engagement and fit. Sales Qualified Leads (SQLs) are MQLs accepted by sales as worth pursuing. Opportunities are SQLs that have expressed interest and entered the sales process. Customers are closed-won opportunities.
- Top of Funnel: All incoming leads, website visitors, or contacts
- MQL: Leads meeting score/behavior criteria (typical 5-10% of ToF)
- SQL: MQLs validated and accepted by sales (typical 30-50% of MQLs)
- Opportunity: SQLs with active sales engagement (typical 40-60% of SQLs)
- Customer: Closed deals (typical 20-30% of opportunities)
- Overall conversion from lead to customer typically 1-5% for B2B
Sources & References
- HubSpot Sales Statistics - B2B sales funnel benchmarks and conversion rate dataIndustry-standard metrics for funnel performance
- Salesforce State of Sales Report - Sales pipeline and conversion benchmarksData-driven insights on sales funnel optimization
- Gartner - B2B Marketing and Sales Funnel ResearchEnterprise-level funnel analytics and best practices
Need help with other marketing calculations? Check out our cost per lead calculator and conversion rate calculator.
Get Custom Calculator for Your PlatformLead Funnel Calculator Examples
Funnel Metrics:
- Top of Funnel: 10,000 leads
- MQLs: 500 (5% conversion)
- SQLs: 200 (40% of MQLs)
- Opportunities: 100 (50% of SQLs)
- Customers: 25 (25% close rate)
- Overall Conversion: 0.25%
Financial Analysis:
- Cost Per Lead: $50
- Total Cost: $500,000
- Average Deal Size: $5,000
- Total Revenue: $125,000
- CAC: $20,000 per customer
- ROI: -75% (negative, needs improvement)
Analysis: Good Funnel Performance
Conversion rates at each stage are within B2B benchmarks. However, CAC ($20,000) exceeds deal size ($5,000), indicating this funnel needs higher-value customers or lower acquisition costs. Recommendations: Focus on larger enterprise deals ($20,000+ AOV), reduce cost per lead through organic channels, or improve close rate through better qualification and sales enablement.
E-commerce Funnel Example
5,000 visitors → 200 add to cart (4%) → 75 purchases (37.5%)
Overall Conversion: 1.5% (good for e-commerce)
Lead Generation Funnel Example
50,000 impressions → 1,000 clicks (2%) → 100 leads (10%)
Overall Conversion: 0.2% (typical for cold traffic)
Frequently Asked Questions
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