Marketing Funnel Projection Calculator

How the marketing funnel projection calculator works

Leads equal visitors times the visitor-to-lead percentage. Qualified leads apply their conversion percentage to leads, and customers apply the final percentage to qualified leads. Every rate is conditional on the immediately prior stage. Fractional expected counts are retained; no rounding down implies that these are observed completed customer events.

Expected customers multiply average sale and variable cost separately, with each total rounded to cents. Contribution after campaign subtracts variable cost and the fixed entered campaign outlay from revenue. The campaign cost remains incurred if traffic or conversions are zero. Overall visitor-to-customer conversion is undefined when no visitors enter.

Use a consistent cohort, stage definition and time window. This forward scenario does not estimate stage rates, predict traffic, prove campaign incrementality or apply attribution and conversion delays. It excludes repeat purchases, refunds, taxes, fixed business overhead and other unentered effects; negative contribution remains visible rather than being hidden behind revenue growth.

Worked example

Ten thousand visitors at 5% lead conversion give 500 leads. With 40% qualification and 20% qualified-to-sale conversion, the model gives 200 qualified leads and 40 customers, or 0.4% overall conversion. Sales of 500 each give 20,000 revenue. Variable cost of 200 per customer and 5,000 campaign outlay leave 7,000 contribution. At 10% final-stage conversion, contribution falls to 1,000.

Sources and assumptions

The source material explains the underlying calculation or pricing structure. Entered prices, costs, schedules and scenario choices are your assumptions; this tool does not obtain supplier quotes or predict actual results.

• HubSpot: funnel stages and conversion reporting