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Funnel Conversion

The rate at which users progress through successive stages of a purchase or activation funnel.

Analytics

Definition

Funnel conversion measures the percentage of users making it from one stage of the customer journey to the next. Standard SaaS funnels: Visitor → Lead → MQL → SQL → Opportunity → Customer. Stage-by-stage conversion rates reveal where improvement efforts will have the highest impact.

Key points

  • Stage-by-stage conversion rates (Visitor → Lead, Lead → MQL, etc.)
  • Cumulative conversion: start-to-end percentage
  • Lowest-conversion stages are usually the highest-leverage improvements
  • Funnel conversion by channel reveals which acquisition sources produce best results
Example

10,000 visitors → 300 leads (3%) → 100 MQLs (33%) → 40 SQLs (40%) → 12 customers (30%). Cumulative conversion: 12 / 10,000 = 0.12%. Lowest stage: Visitor → Lead at 3%.

Related terms

Conversion RateMarketing AttributionMQL (Marketing Qualified Lead)SQL (Sales Qualified Lead)

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Funnel Conversion: Stage-by-Stage Analysis | KamoCRM Glossary | KamoCRM