CR: funnel-stage conversion rate
CR (Conversion Rate) is the share that moves from one funnel stage to the next during a period: clicks to leads, leads to sales or visits to purchases.
Formula
CR = (events at the next stage ÷ events at the previous stage) × 100%
Always name the two stages. “10% conversion” is ambiguous without them and cannot be compared.
- Next stage — number of events after conversion (items)
- Previous stage — number of events before conversion (items)
Worked example
- Leads: 300
- Sales: 40
- CR = 40 ÷ 300 × 100%
Result: 13.3% lead-to-sale conversion.
How to interpret it
- CR translates the cost of an upper funnel stage into the cost of the next one: CAC = CPL ÷ CR(lead → sale).
- Compare conversion only when leads and sales are defined the same way.
Common mistakes
- Reporting an average funnel conversion without naming its stages.
- Mixing new and repeat sales in one denominator.
- Drawing conclusions from a sample of only a few dozen events.
Calculate with your own data
Open “Sales funnel” with an example
The calculation runs in your browser; the example link restores its values in the calculator. Our calculation methodology documents formula versions, units and rounding.
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Editorial team: MARKMA Editorial Team. Reviewed: .