Conversion Funnel Calculator
Compute step-to-step conversion rates and overall % through a funnel.
Funnel conversion rate
A conversion funnel tracks how many users advance through each step. The per-step rate is CR = outputs / inputs, and the cumulative rate is the product of all per-step rates. Typical e-commerce flow: visit → product page 30%, product → cart 10%, cart → checkout 70%, checkout → purchase 70% → overall CR ≈ 1.5%. Typical mobile app flow: install → onboarding complete 60%, → key action 30%, → D7 retention 40%, → paid 5%. The classic AARRR framework (Acquisition, Activation, Retention, Referral, Revenue), popularized by Dave McClure, is the canonical model for SaaS and consumer apps.
Applications
Backbone of CRO (Conversion Rate Optimization), A/B testing, analytics dashboards in Google Analytics 4, Mixpanel, Amplitude, and growth team reporting. Identifying the step with the worst rate (the bottleneck) tells you where a 1% improvement yields the biggest revenue lift.
FAQ
Per-step rate or cumulative rate — which to use? Per-step to find bottlenecks; cumulative to model expected revenue from top-of-funnel volume.
What's a good e-commerce CR? Average is 1–3%; above 3% is good, above 5% is excellent. Varies hugely by category, traffic source, and price point.
Why does multiplying rates yield such low numbers? Because the funnel compounds losses: 5 steps at 50% leave only 3.1% at the end. Improving the worst step has outsized impact.
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The results provided by this tool are for general informational and educational purposes only and do not constitute professional, financial, medical, legal, tax or accounting advice. Always confirm important decisions with a qualified professional and official sources.