How to Calculate Funnel Conversion Rates in Excel

Calculate step-by-step and overall conversion rates for a sales funnel, then find the stage with the biggest drop-off automatically.

You will learn to

• Calculate a step conversion rate
• Calculate overall conversion from the top of the funnel
• Find the weakest stage with array math

How it works

A funnel tracks how many people make it through each stage — visit, view a product, add to cart, check out, purchase. The step conversion rate divides each stage by the stage before it (=B4/B3); the overall conversion divides each stage by the top of the funnel (=B6/$B$2).

Step rates show where people leave. Dividing the whole column by the column shifted up one row — B3:B6/B2:B5 — gives every step rate at once, and INDEX/MATCH with MIN returns the name of the weakest stage, so your report always points at the biggest leak.

=B4/B3