Lead Conversion Rate Calculator
Measure the share of leads that become customers and find where the funnel leaks.
Lead conversion rate
What it measures
Lead conversion rate is customers won divided by the leads that produced them, tracked on a cohort so long sales cycles do not distort it.
Why it matters
This rate turns marketing numbers into revenue numbers. It is the bridge that converts a CPL into a real cost per customer.
A worked example
18 customers from 200 leads is 9 percent. A 50 CPL therefore means a 555 cost per customer, before sales costs.
How to read and improve it
Speed to lead is the cheapest improvement available: response inside five minutes multiplies qualification rates.
Frequently asked questions
What rate is normal?
B2B commonly runs 5 to 15 percent lead to customer, with wide variance by lead source.
Why cohorts?
This month's customers came from earlier months' leads. Dividing across the same month understates long cycles.
More in Conversion and funnel: Conversion Rate Calculator · MQL to SQL Conversion Calculator · Close Rate Calculator
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