Marketing analytics
Funnel conversion rate.
Enter how many people reached each stage. See the rate between stages, the overall rate, where you lose the most people and revenue per visitor.
Step rate = next stage / this stage. Overall rate = last stage / first stage. 10,000 visitors, 1,200 carts, 500 checkouts and 300 orders is 12%, 41.67% and 60% per step, and 3% overall.
Your numbers
Result
Worked example
10,000 visitors, 1,200 add to cart, 500 start checkout and 300 buy. Step rates: 1,200 / 10,000 = 12%, 500 / 1,200 = 41.67%, 300 / 500 = 60%. Overall: 300 / 10,000 = 3%. The biggest loss in people is the first step (8,800 of 10,000). At a $60 average order value, revenue is 300 x $60 = $18,000, or $1.80 per visitor.
How it works
Conversion rate is conversions divided by the base that could convert. Google defines it as conversions divided by total interactions, and Shopify gives the sales form as (total conversions / total leads) x 100. A funnel applies that at each step.
Overall rate = last stage / first stage. It equals the product of the step rates: 12% x 41.67% x 60% = 3%.
Biggest loss is the step that loses the most people in absolute numbers, which is where a small percentage gain recovers the most people. A step with a lower rate may lose fewer people because fewer arrive there.
Each stage must be the same as or lower than the one before. Count people or sessions consistently across stages, or the rates will mislead.
Sources and basis (opened 2026-10-08): Conversion rate: Definition - Google Ads Help; Sales Conversion Rate: How to Calculate and Improve It - Shopify. Everything else is arithmetic on your inputs.
Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast of future performance. Everything runs in your browser. Nothing you type is sent or stored.
FAQ
How do I calculate funnel conversion rate?
Divide the people at one stage by the people at the stage before it, and multiply by 100. For the overall rate divide the final stage by the first.
What is drop-off rate?
It is 100% minus the step conversion rate: the share of people who reach a stage but do not go on to the next one.
Which stage should I fix first?
Look at both the rate and the number of people lost. The stage that loses the most people is often where a small improvement recovers the most.
Can I use sessions instead of people?
Yes, as long as every stage uses the same unit. Mixing sessions at the top with unique buyers at the bottom distorts the overall rate.