This marketing funnel calculator models impressions to clicks, leads, customers, cost metrics, and ROI using the percentage rates you enter.
Finance
Online Marketing Conversion Calculator
Model a marketing funnel from impressions through customers, cost, and ROI.
Calculator
About this calculator
Formula notes
clicks = impressions x click rate / 100; leads = clicks x lead rate / 100; customers = leads x customer rate / 100; ROI = (revenue - cost) / cost x 100.
Worked examples
- Example: 100,000 impressions with a 2.5% CTR, 8% visit-to-lead, and 20% lead-to-customer rates produce 2,500 clicks, 200 leads, 40 customers, and a 140% ROI on 5,000 cost with 12,000 revenue.
- A 50,000 impression campaign with 10% CTR, 10% lead rate, and 25% customer rate and 6,000 revenue after 2,000 cost returns 5,000 clicks, 500 leads, 125 customers, and 200% ROI.
How to use it
- Enter impressions and the three conversion rates.
- Enter campaign cost and revenue.
- Review clicked, leads, customers, click costs, and ROI.
Frequently asked questions
Are these rates decimal fractions or percentages?
Enter them exactly as percentages such as 2.5 for 2.5%; the calculator converts internally.
What does ROI here include?
It compares entered revenue and cost only; taxes, attribution, and incremental overhead are not modeled.
Limits and interpretation
- Funnel rates are entered as fixed percentages and assume every impression is in the same denominator and period, but tracking windows, duplicates, and attribution can break that assumption.
- ROI uses direct revenue and campaign cost only; refunds, cash flow timing, fixed overhead, sales cycle, and attribution are not modeled.