% of leads that become customers. The Lead Conversion Rate Calculator takes leads in the period, customers won from them and returns lead conversion rate plus leads needed per customer. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Lead Conversion Rate Calculator works
B2B lead-to-customer rates of 5–15% are common. Combine with cost per lead to get the cost of a customer.
Worked example
With the example values (leads in the period of 500, customers won from them of 45), the lead conversion rate is 9%; leads needed per customer 11.11. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
Related Calculators
Frequently Asked Questions
How is lead conversion rate calculated?
lead conversion rate = customers ÷ leads.
Which figures do I need?
Leads in the period, customers won from them. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
