Funnel conversion calculator
A funnel conversion rate is each step divided by the step before it. The overall rate is all of them multiplied together, which is why one bad step caps everything downstream no matter how good the rest is.
The working
Every row computed from your inputs.
| Step | In | Out | Conversion | Lost |
|---|---|---|---|---|
| Visitor → signup | 10,000 | 800 | 8.0% | 9,200 |
| Signup → activated | 800 | 320 | 40.0% | 480 |
| Activated → paid | 320 | 64 | 20.0% | 256 |
Funnel conversion, step by step
Step rates and the overall rate answer different questions. The overall rate tells you how the business is doing. The step rates tell you where to work, and they are the only ones that identify a problem: a funnel ending at 1.2% could be four decent steps or three excellent steps and one catastrophe.
The step worth fixing first is rarely the worst one. It is the one where a realistic improvement moves the most absolute volume — fixing a 70% step to 80% on a high-traffic stage usually beats rescuing a 5% step at the bottom, because the bottom step only ever sees what survives the top.
Where this number misleads you
A funnel assumes everyone takes the steps in order, once. Real users loop, arrive mid-funnel from a link, abandon and return a week later on another device. If your steps are counted over a fixed window, people still in progress at the cut-off are counted as drop-off, which makes every rate look worse than it is.
Questions people ask
How do I calculate funnel conversion rate?
Divide the number who completed each step by the number who reached the step before it, then multiply all the step rates together for the overall rate. Always report both: the overall rate tracks the business, and only the step rates tell you where the problem is.
Which funnel step should I fix first?
The one where a plausible improvement gains the most absolute conversions, which is a function of both the drop-off and the traffic reaching that step. A terrible final step affects only the few who get there; a mediocre first step affects everyone.
What is a good funnel conversion rate?
Benchmarks are close to useless across different products, because the steps are not the same steps. Compare your funnel against its own history and against the segment that converts best. A rate rising over eight weeks is meaningful; a rate above an industry average you found online is not.