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Marketing Toolkit · calculator

Funnel Conversion & Drop-off Calculator

Measure each transition and overall progression while keeping the group, counting rule, time window and stage order explicit.

CalculateUnderstandDecide

CALCULATE

Define one closed, ordered funnel.

Nothing entered here is saved or sent to OpenSkool.

Illustrative exampleThese editable values are sample data, not a benchmark.
Keep the counting basis consistent
Funnel stages

Add 2–6 stages in order. Each later count must be part of the stage before it.

Before calculating

Use one consistently defined starting group, one counting unit and one observation window. Do not mix sessions, people, leads, accounts and orders as though they were the same unit. Separate monthly totals do not necessarily show the same group progressing through a funnel, and this calculator cannot verify your definitions.

UNDERSTAND THE RESULT

Your funnel results will appear here.

Confirm the counting basis, review the illustrative stages and calculate. Blank and zero counts are treated differently.

HOW WE CALCULATED THIS

The formula stays visible.

Each result uses only the values you enter. The calculator does not add hidden assumptions.

Transition conversion
Next-stage count ÷ previous-stage count × 100
Lost count
Previous-stage count − next-stage count
Drop-off rate
Lost count ÷ previous-stage count × 100
Overall conversion
Final-stage count ÷ first-stage count × 100

UNDERSTAND BEFORE YOU DECIDE

What the number can—and cannot—tell you.

01

Closed means the same group

Each later stage must be a subset of the stage before it, measured with the same identity rule and time window.

02

A transition locates change

Conversion and drop-off show where observed progression changes. They do not establish why people stopped or which change to make.

03

Definitions control the result

Changing eligibility, event definitions, identity scope, ordering or the observation window can change the calculation even when the underlying journey is unchanged.

This educational calculator describes only the closed funnel and counts you enter. It does not diagnose causes, predict outcomes or provide performance benchmarks.

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