Tool · Funnel

Funnel Bottleneck Calculator

See where people fall out of your funnel, and where the upside is largest. Enter your traffic, what each stage converts today, and a realistic target for each. The tool ranks which improvement adds the most customers and revenue, at the targets you set.

Your numbers stay in your browser. This calculator doesn't save or transmit them. The fields start with an example. Replace them with yours.

Top of the funnel

Use one consistent period (a month works well).

$

Your funnel stages

Name the four levels of your funnel, then set what each step converts now and a target you believe is reachable.

Step 1

Visitors → Leads

%
%

Step 2

Leads → Sales opportunities

%
%

Step 3

Sales opportunities → Customers

%
%

The read

Example data

—

—

Customers
/ period

—

Out the bottom, at today's rates.

Revenue
/ period

—

Customers × revenue per customer.

Overall
conversion

—

Top of funnel all the way through.

Where people fall out

Counts at each level, and the drop between them.

Where your targets create the most upside

Each step lifted to your target on its own, everything else held. Ranked by added revenue.

How these are calculated (and what to distrust)

Customers = visitors × step1 × step2 × step3. Each step's upside lifts only that step to its target, holds the others, and multiplies the difference out to customers (and revenue, if you entered a value per customer). The ranking reflects the targets you set — if one target is a bigger stretch than the others it will lead partly for that reason, so make each one genuinely reachable. Three limits worth holding in mind: revenue upside is before the cost of achieving the improvement (ad spend, work, margin); lifting one stage can change the others (cheaper traffic often lowers lead quality); and it's a steady-state snapshot. If your sales cycle crosses reporting periods, use cohort conversion rates where you can rather than dividing this period's customers by this period's visitors.

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