12.50% is the example result. Read it using the units and relationship stated below.
Lead to Customer Conversion uses leads, customers.
Separating campaign efficiency from business profit
For lead to customer conversion, the relationship is Result = (([Customers]) ÷ ([Leads])) × 100. The amount depends on the supplied leads, customers, rather than a live market price or a value imported from another record. Campaign ratios depend on the event being counted. A click, a submitted form, a qualified opportunity and a paying customer are separate outcomes. Combine spend and events from the same campaign window before comparing acquisition costs.
Source and result record
For lead to customer conversion, retain Leads, Customers together with the output. Record the date of the source values and the unit convention used in the form. That record separates a change in the underlying case from a change in how the information was entered. A saved result without its source values cannot show which assumption produced it.
Example with the supplied inputs
Leads: 200; Customers: 25. Result: 12.50%. The values are illustrative.
Compare one changed input
Leads changes from 200 to 220. The result becomes 11.36%. All other inputs remain fixed.
Calculation rule
Result = (([Customers]) ÷ ([Leads])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Leads | 200 | Use the source quantity represented by leads. Keep the counted population fixed and avoid mixing a unit value with a period total. |
| Customers | 25 | Use the source quantity represented by customers. Keep the counted population fixed and avoid mixing a unit value with a period total. |
Output: 12.50% is the example result. Read it using the units and relationship stated below. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Leads, Customers. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Leads on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 12.50%.
Change Leads from 200 to 220 while keeping every other value fixed. The result becomes 11.36%. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.