Funnel Conversion Calculator
Enter visitors at each step — product view, add to cart, checkout, purchase — to see each step’s conversion rate and find where buyers drop off.
How to find funnel drop-off
Each step rate = people at this step ÷ people at the previous step. The lowest step rate compared with benchmarks is usually the cheapest fix.
How to use the funnel conversion calculator (formula)
What each field means
- Visitors — Sessions or visitors.
- Product page views — Product page views.
- Add to cart — Add-to-cart events.
- Checkouts started — Checkouts started.
- Purchases — Completed purchases.
Worked example
Using these numbers: visitors 20000, product page views 9000, add to cart 1400, checkouts started 700, purchases 380.
The overall conversion rate is 1.9%.
- Visit → product view: 45.0%
- Product view → cart: 15.6%
- Cart → checkout: 50.0%
- Checkout → purchase: 54.3%
What are normal funnel rates?
Typical ecommerce ranges: add-to-cart 5–10% of sessions, checkout start 40–60% of carts, purchase 40–60% of checkouts. Big gaps point to the weak step.
Tips to improve your result
- Fix the weakest step before buying more traffic.
- Cart drop-off often means surprise delivery cost.
- Checkout drop-off often means too many fields or payment issues.
- Compare funnels for mobile and desktop.
Frequently asked questions
How do I calculate funnel conversion rate?
Divide the number at each step by the number at the previous step.
Which funnel step should I fix first?
The step furthest below normal benchmarks.
How does the funnel affect CPA?
Every improvement in a step rate lowers cost per purchase.
Where do I get funnel numbers?
From GA4 ecommerce reports or your store analytics.
You might also need
ROAS CalculatorReturn on ad spend from revenue and spend.
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