The calculator multiplies your website sessions by each stage conversion rate in turn. Enter sessions, the session-to-lead rate, the MQL-to-SQL rate and the SQL-to-customer rate. It then shows how many leads, MQLs, SQLs and customers your funnel produces. You can also add a target customer number to see the sessions you need.
Divide total customers by total website sessions and multiply by 100. This is the same as multiplying all your stage conversion rates together. For example, 10,000 sessions × 5% × 50% × 25% gives about 63 customers, an overall funnel conversion rate of about 0.63%.
Divide your target customers by your overall funnel conversion rate. The formula is sessions needed = target customers ÷ (lead rate × MQL-to-SQL rate × SQL-to-customer rate). At 5%, 50% and 25%, reaching 100 customers needs 100 ÷ 0.00625 = 16,000 sessions.
A marketing qualified lead (MQL) is a lead that marketing judges likely to buy, based on fit and engagement such as content downloads or repeat visits. A sales qualified lead (SQL) is a lead that sales has reviewed and accepted as ready for a direct sales conversation. Clear, shared definitions keep MQL-to-SQL rates reliable.
Start with the stage that is cheapest and fastest to improve. Funnel stages multiply together, so a 20% lift in any single stage rate produces about 20% more customers. Compare each stage with your own past performance to find the weakest one, then test fixes such as better landing pages, lead scoring or sales follow-up.
