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Lead Conversion Rate Calculator
Calculate your lead-to-customer conversion rate and work out how many leads a target needs.
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Lead conversion rate formula
Lead-to-customer conversion rate = customers won ÷ leads counted × 100. If 18 of 120 leads become customers, the rate is 15%. At that same rate, a target of 30 customers implies 200 leads.
Use one clear definition of a lead and one of a converted customer. Count records from a consistent cohort or measurement period; mixing new leads with older wins can distort the rate.
Interpret the rate in context
The result describes the inputs you entered. It is not a benchmark for what a “good” conversion rate should be: channel, qualification, deal size, sales cycle and counting rules all affect comparisons.
Use the Sales Goal Calculator to work back from a revenue target, or compare an open pipeline with a target in the Sales Pipeline Coverage Calculator.
Related calculations: Sales Goal Calculator · Sales Pipeline Coverage Calculator
Need help?
Only the details you need.
The tool is intentionally simple. Open an answer only when you need it.
How does this tool work?
- Enter total leads and customers won.
- Optionally enter a customer target.
- See current conversion rate and the lead volume implied by that target.
What counts as a converted lead?
Use the outcome that matters to you, usually a customer or won deal, and keep the same definition when comparing periods.
Is a higher conversion rate always better?
Not by itself. Lead quality, deal value, sales cycle and acquisition cost also matter.
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