Growth calculator

Lead Funnel Leak Calculator

Find the funnel transition with the largest modeled recoverable revenue, not just the largest raw drop-off.

Inputs

Defaults are visible and can be changed before calculation.

Inline validation messages appear here when a value needs to be corrected.

Currency *Applies to customer value and recoverable revenue outputs.Visitors *Top-of-funnel visitors in the modeled period.Leads *Leads captured from visitors.Qualified leads *Leads that meet qualification criteria.Sales calls *Qualified leads that reach a sales call or equivalent opportunity stage.Customers *Customers won from the funnel.Average customer value *Average revenue from each customer for this funnel.Gross margin rateGross margin used to estimate recoverable gross profit.Target improvement rateRelative improvement modeled for each stage conversion rate when benchmarks are absent.Visitor-to-lead benchmarkOptional benchmark for the visitor-to-lead transition. Leave 0% to use target improvement.Lead-to-qualified benchmarkOptional benchmark for the lead-to-qualified-lead transition.Qualified-to-call benchmarkOptional benchmark for the qualified-lead-to-sales-call transition.Call-to-customer benchmarkOptional benchmark for the sales-call-to-customer transition.Visitor-to-lead stage costOptional stage-specific cost to compare against recoverable gross profit.Lead-to-qualified stage costOptional cost for improving lead qualification.Qualified-to-call stage costOptional cost for improving meeting or sales-call creation.Call-to-customer stage costOptional cost for improving sales-call close rate.Allow non-monotonic stage countsCheck only when stage definitions intentionally allow later counts to exceed earlier counts.

Results

Results are deterministic scenario outputs, not guarantees.

Enter values and calculate to see the summary, supporting metrics, warnings, and interpretation.

Interpretation

Deterministic interpretation rules will explain what the modeled result means once a calculation is available.

Detailed breakdown

Intermediate calculation rows will appear here after calculation.

Formula

Stage conversion rate

stageConversionRate = nextStageCount / currentStageCount

Drop-off and lost count

stageDropoffRate = 1 - stageConversionRate; lostEntities = currentStageCount - nextStageCount

Benchmark recovery

recoverableNextStageEntities = max(0, currentStageCount × benchmarkConversionRate - nextStageCount)

Target improvement

improvedStageRate = min(100%, stageConversionRate × (1 + targetImprovementRate))

Recoverable revenue

recoverableRevenue = recoverableNextStageEntities × downstreamCustomerRate × averageCustomerValue

Assumptions

Largest leak is determined by estimated downstream business impact, not by raw lost count alone.
When a benchmark is entered for a transition, it is used for that transition's recoverable entity estimate.
When no benchmark is entered, the target improvement rate models a relative improvement to the observed transition rate.
This is deterministic scenario math and does not forecast that a benchmark or improvement will be achieved.

Worked example

Example: visitors to customers

For a 10,000 visitor funnel with 5% visitor-to-lead conversion, 18 customers, and $2,500.00 customer value, the calculator ranks funnel leaks by recoverable revenue after downstream conversion is considered.

FAQ

Why is the largest raw drop-off not always the largest leak?

A large early-stage drop-off may have less revenue impact than a later-stage issue if downstream conversion and customer value make the later stage more recoverable.

What happens if I leave benchmark rates at 0%?

The calculator uses the target improvement rate to model a relative improvement to each observed stage conversion rate.

How are non-monotonic stages handled?

They are flagged because later-stage counts normally should not exceed earlier-stage counts unless your stage definitions intentionally allow it.

Related calculators

Conversion Rate Calculator Sales Funnel Revenue Calculator Landing Page Conversion Lift Calculator

Want help interpreting the model?

Use this calculator as a deterministic planning tool, then talk with Propel Collective about which assumptions are worth validating first.

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