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Marketing funnel calculator
The short answer
This marketing funnel calculator models a lead-generation funnel end to end. Starting from your monthly budget and CPM, it applies click-through rate, landing page conversion, lead qualification and close rate to show how many impressions, clicks, leads, qualified leads and customers you'd expect — and what each stage costs.
Customers per month
52.8
Revenue ≈ ₹31,68,000 · ROAS 15.84x
Cost per lead
₹159
Cost per qualified lead
₹455
Customer acquisition cost
₹3,788
Calculations run in your browser. Nothing you type is stored or sent anywhere. Outputs are planning estimates, not guarantees.
Why model the whole funnel
Most lead-gen reporting stops at cost per lead. But a cheap CPL with a terrible qualification rate can produce a far worse cost per customer than an "expensive" CPL. Seeing every stage at once shows where the real leverage is.
Where the leverage usually is
- CTR — better creative lowers every cost below it
- Landing page conversion — often the cheapest stage to improve
- Qualification rate — fixed by targeting, form questions and offline conversion feedback
- Close rate — sales process and speed to lead
Worked example
How small improvements compound
| Scenario | Visitors | Lead rate | Qualified rate | Close rate | Customers |
|---|---|---|---|---|---|
| Baseline | 10,000 | 3% | 40% | 20% | 24 |
| Improve each stage by 20% | 10,000 | 3.6% | 48% | 24% | 41 |
Improving each stage by a fifth increases customers by about 72% at the same traffic and spend.
A worked example: a B2B funnel
10,000 visitors a month convert to 200 leads (2%), 60 qualified leads (30%), 15 opportunities (25%) and 4 customers (27%). Improving the lead-to-qualified rate from 30% to 40% adds roughly one more customer a month — often cheaper than buying more traffic.
Funnel metrics to track
| Stage | Metric |
|---|---|
| Traffic | Sessions, cost per visit |
| Lead | Conversion rate, cost per lead |
| Qualified lead | Qualification rate |
| Opportunity | Opportunity rate |
| Customer | Close rate, CAC |
Frequently asked questions
Which stage should I improve first?
Usually the one with the biggest gap from its potential that's cheapest to fix — often landing page conversion or qualification rate.
Where do I get these rates?
From your ad platform (CPM, CTR), analytics (landing page conversion) and CRM (qualification and close rates).
Can I use this for eCommerce?
Set qualification to 100% and treat "customers" as purchases, but the ad budget calculator is usually simpler for eCommerce.
What funnel stages should B2B companies model?
Visitors, leads, MQLs, SQLs, opportunities and closed deals, with conversion rates between each.
How do we find our conversion rates?
From analytics (visitor to lead) and CRM reports (lead to customer), ideally by source.
Which funnel stage should we improve first?
Usually the one with the biggest drop-off relative to benchmarks or your own history.
Can the funnel calculator model B2B sales?
Yes — enter visitors, leads, qualified leads, opportunities and close rates.
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