Sales Funnel Calculator

A good overall funnel conversion rate (visitor to customer) ranges from 0.1% to 0.5% for B2B companies and 1% to 3% for e-commerce. At each stage: visitor-to-lead rates average 2 to 5% for B2B and 3 to 8% for e-commerce. Lead-to-MQL rates average 30 to 50%. MQL-to-SQL rates average 20 to 40%. Close rates average 15 to 30% for B2B and vary widely for e-commerce. Top-performing funnels can achieve 2x to 3x these benchmarks through optimization.

The overall funnel conversion rate is: (Number of Customers / Total Traffic) x 100. For individual stages, divide the output by the input: Lead Rate = (Leads / Visitors) x 100. MQL Rate = (MQLs / Leads) x 100. Each stage rate multiplied together gives the overall conversion. For example: 5% x 50% x 30% x 20% = 0.15% overall conversion rate.

Work backward from your revenue target. If your goal is $50,000 per month with a $2,000 AOV, you need 25 customers. With a 20% close rate, you need 125 SQLs. With a 30% MQL-to-SQL rate, you need 417 MQLs. With a 50% lead-to-MQL rate, you need 834 leads. With a 5% opt-in rate, you need 16,680 monthly visitors. This reverse-engineering approach is the most reliable way to set traffic and lead generation targets.

A Marketing Qualified Lead (MQL) meets your marketing criteria: they downloaded content, visited pricing pages, or match your ideal customer profile based on firmographic data. A Sales Qualified Lead (SQL) has been vetted by the sales team and confirmed as a genuine opportunity with budget, authority, need, and timeline (BANT). The MQL-to-SQL handoff is where many funnels leak because marketing and sales have different qualification standards.

The biggest drop-off typically occurs at the top of funnel (visitor to lead), where 95 to 98% of visitors leave without converting. The second most common leak is the MQL-to-SQL handoff, where 60 to 80% of marketing leads are rejected by sales. Improving these two stages has the highest ROI: a 1% improvement in visitor-to-lead rate can double your pipeline, and better MQL scoring reduces wasted sales time.

For e-commerce, the funnel stages map differently: visitors land on your site (traffic), add items to cart (lead equivalent, 5 to 15% rate), proceed to checkout (MQL equivalent, 40 to 60% of add-to-carts), and complete purchase (close, 60 to 80% of checkouts). The overall conversion rate for e-commerce is typically 1 to 3%, much higher than B2B. Set the opt-in rate to your add-to-cart rate and adjust MQL and SQL rates to match your cart and checkout flow.

A good CPA depends on your average order value and margins. As a rule of thumb, CPA should be below 30% of AOV for sustainable profitability. B2B SaaS companies often accept CPAs of $200 to $500 because customer lifetime value (CLV) is $2,000 to $10,000+. E-commerce CPAs typically range from $10 to $50. If your CPA exceeds your first-purchase profit, you are relying on repeat purchases or upsells to recoup acquisition costs.