Inputs used
- Monthly visits
- Visit-to-lead rate
- Lead-to-customer close rate
- Average revenue per customer
- Marketing cost
Free growth tool / Funnel economics
Marketing funnel calculator for leads, customers, revenue and CAC
The calculator makes funnel assumptions explicit from visit to lead to customer. It is most useful when platform events are reconciled with CRM, sales and finance definitions.
Use the calculatorFree · No account · Inputs stay in your browser
Interactive tool
Change the assumptions. Compare the scenario.
Enter non-sensitive planning values. The output updates in your browser and is not sent to GrowthLabs.
- Modelled qualified leads
- 300
- Modelled customers
- 60
- Modelled gross revenue
- $48,000
- Customer acquisition cost
- $50
Simplified linear scenario. Revenue is not profit.
Formula and inputs
Know what the result actually represents.
Leads = visits × lead rate. Customers = leads × close rate. Revenue = customers × average customer revenue. CAC = marketing cost ÷ customers.
Important cautions
- +A linear funnel simplifies assisted and repeat journeys.
- +Use qualified leads rather than every form or message.
- +Revenue is not profit and CAC may exclude important costs.
- +Attribution systems can assign the same customer differently.
How to use the output
Move from arithmetic to a better decision.
- 01
Use one period
Keep visits, leads, customers and spend aligned to a comparable cohort or period.
- 02
Define qualification
Document the point at which an enquiry becomes a useful lead.
- 03
Use business records
Validate customer and revenue assumptions outside ad-platform reporting.
- 04
Stress-test
Change one rate at a time to see which assumption drives the scenario.
Tool questions
Definitions and limits, answered.
01What is funnel conversion rate?
It is the proportion moving between defined stages, such as visits to leads or qualified leads to customers.
02What is CAC?
Customer acquisition cost is included acquisition spend divided by acquired customers, with the cost scope stated clearly.
03Is revenue the same as return?
No. Profitability also depends on margin, fulfilment, overhead, refunds and customer lifetime behaviour.
04Why compare stage rates?
Stage rates help locate where a system loses qualified demand instead of blaming one channel for the entire journey.
Continue with context