Free tool · no sign-up

Funnel conversion calculator

Enter your funnel’s steps and how each converts from the one before. See how many people make it to the end, the step where most leak, and what fixing each step is worth.

Your funnel steps and conversion rates

Enter each step as

Have the number of people at each step instead? Switch to Number of people.

Per month, or any period you like.

$

Revenue or lifetime value per customer. Leave at 0 to skip.

  1. Entry step
    20,000 people100.0% of entry
  2. 1,200 people6.0% of entry
  3. 540 people2.7% of entry
  4. 162 people0.81% of entry
  5. 65 people0.32% of entry
Reach the last step
65
Overall conversion
0.32%
First step to last.
Biggest leak
6%
Signed up: 18,800 people lost here.
Best step to fix
+54
More at the end if “Signed up” converts 5 points better.

What 5 percentage points better on each step is worth at the end

  • Signed up (6% → 11%)+54(+83%)
  • Created a first project (45% → 50%)+7(+11%)
  • Invited a teammate (30% → 35%)+11(+17%)
  • Started paying (40% → 45%)+8(+13%)

Every step multiplies the ones after it, so the same few points are worth most where conversion is lowest.

How it’s calculated

People at each step = people at the step before × that step’s conversion rate. Overall conversion is the people at the last step divided by the people who entered. For each step, the calculator also reruns the funnel with that step 5 percentage points better and shows how many more people reach the end.

Why the weakest step matters most

A funnel is a chain of multiplications. Raising a 40% step to 45% grows the end of the funnel by 12.5%; raising a 6% step to 11% grows it by 83%. That is why the biggest leak is highlighted, and why “improve conversion” goals are better aimed at one step than at the whole funnel.

From a model to the real thing

Rates you type in are averages. In a live funnel, the same step can move week to week, by segment and after each release. To know whether a change you shipped moved a step, compare finished weeks before and after, and check the difference is larger than its margin of error.

Bar chart of a five-step SaaS funnel from 20,000 visitors to 65 paying customers, with sign-up at 6% marked as the biggest drop-off.
People at each step of an example funnel. The weakest step, sign-up at 6%, loses the most and is worth fixing first.

Free in Outcomify

Track your real funnel, and what moved it

Your backend reports each step, server to server. Outcomify shows conversion, drop-off and time between steps, compares periods with a margin of error, and links each step to the opportunity or solution meant to move it. No SDK, no cookies.

Start tracking a funnel free

Frequently asked questions

Multiply the conversion rates of every step. If 6% of visitors sign up, 45% of those create a project and 40% of those pay, the funnel converts 0.06 × 0.45 × 0.40 = 1.08% of visitors into paying customers.

Usually the one with the lowest conversion from the step before. Because steps multiply, a gain of a few percentage points is worth the most where the rate is lowest: 5 points on a 6% step nearly doubles everything after it, while 5 points on a 60% step adds about 8%.

It depends heavily on the step and the product. Visitor-to-sign-up rates of 2–10% are common for SaaS; sign-up-to-activation varies from 20% to over 60%; trial-to-paid is often 10–25% without a credit card upfront and 40–60% with one. Compare against your own history before industry averages.

Yes. Counting a step only when it happens within, say, 14 days of entering the funnel stops old sign-ups from flattering today’s numbers, and makes weeks comparable. This calculator works with whatever rates you enter; Outcomify’s free key funnels apply a window for you.

No. The calculator runs in your browser. Your steps live in the page address, so a copied link reopens the same funnel. Nothing is sent anywhere.

More free tools

SaaS growth calculatorProject customers and MRR from sign-ups, activation and churn, and see which lever moves growth most.LTV:CAC calculatorCustomer lifetime value, LTV:CAC ratio and CAC payback from four numbers.A/B test sample size calculatorHow many visitors each version needs, and how many days your traffic takes to get there.A/B test significance calculatorIs the winner real? A p-value, a confidence interval and a verdict in plain words.RICE score calculatorScore ideas by reach, impact, confidence and effort, rank them, and export the list.NPS calculatorNet Promoter Score with its margin of error, and whether a change since last time is real.