Conversion Funnel Calculator

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.