Lead to Customer Conversion Calculator

How to use this calculator

1. Enter or choose leads in the group.
2. Enter or choose customers won from those leads.
3. Enter or choose customer target.
4. The lead-to-customer rate updates as you type. Use Copy result or Share to keep it.

Method

Rate = Customers won ÷ Leads × 100; Leads per customer = Leads ÷ Customers; Leads needed = ⌈Target ÷ Rate⌉

Leads

the group of leads being tracked (the denominator)

Customers won

leads from that same group that became paying customers

Worked example

1. Rate = 22 ÷ 400 × 100 = 5.5%.
2. Leads per customer = 400 ÷ 22 ≈ 18.18.
3. Leads for 30 customers = 30 ÷ 0.055 ≈ 545.45, rounded up to 546.

Winning 22 customers from 400 leads is a 5.5% conversion rate; 30 customers would need about 546 leads.

What the result means

Measure by cohort: take the leads created in one period and count how many of them have converted, waiting long enough for your typical sales cycle. Dividing this month’s customers by this month’s leads mixes cohorts.

Assumptions and limits

• The customer target assumes the same conversion rate holds for new leads.
• Recent cohorts look worse than they are because some leads are still in the pipeline.