Marketing Funnel Calculator (How Many Visitors Do I Need?)
Works backwards from the number of customers you want through each conversion step to the visitors, leads and budget required, with the cost per customer and the return on spend.
Results
The dashed line marks the value you entered.
What this tool does
A funnel is a chain of percentages, and the result is their product: 5 % of visitors become leads, 30 % of those qualify and 20 % of those buy, so only 0.3 % of visitors end up as customers and you need about 333 visitors per sale. Working backwards from a sales target turns a vague goal into traffic and budget numbers you can check. The chart shows the useful lesson: improving the first, widest step cuts the traffic you must buy by the same proportion as improving any other, so improve whichever step is easiest to fix.
Formula
visitors = customers ÷ (c₁ × c₂ × c₃) · budget = visitors × cost per visitor · cost per customer = budget ÷ customers
Variables
| Symbol | Meaning | Unit |
|---|---|---|
tc | Customers you want | — |
c1 | Visitors who become leads | % |
c2 | Leads who become qualified | % |
c3 | Qualified leads who buy | % |
cp | Cost per visitor (e.g. average cost per click) | — |
rv | Revenue per customer | — |
V | Visitors needed | — |
LD | Leads needed | — |
QL | Qualified leads needed | — |
OC | Overall conversion, visitor to customer | % |
BU | Budget needed | — |
CA | Cost per customer won | — |
RO | Revenue for each unit spent | — |
Worked example
- Customers you want50
- Visitors who become leads5 %
- Leads who become qualified30 %
- Qualified leads who buy20 %
- Cost per visitor (e.g. average cost per click)0.8
- Revenue per customer400
- Visitors needed16,667
- Leads needed834
- Qualified leads needed250
- Overall conversion, visitor to customer0.300 %
- Budget needed13,334
- Cost per customer won266.67
- Revenue for each unit spent1.50
Limitations
- The result is an estimate based only on the values you type. Real situations often include factors this calculator does not know about.
- The tool works with whatever currency you use for the inputs; it does not convert between currencies.