Ten thousand people saw the ad, 400 clicked, 90 messaged, 30 asked for a quote, 9 paid. Each step lost most of the people from the one before — and the step that lost the most is where the next rupee of effort should go. This funnel calculator maps your customer journey stage by stage, computes the conversion rate at each step and end to end, finds the biggest drop-off, and simulates what happens to orders and revenue if you improve one stage by a few points.
How a funnel is read
| Stage | Count | Step conversion |
|---|---|---|
| Impressions / footfall | 10,000 | — |
| Clicks / enquiries | 400 | 4% |
| Conversations / visits | 90 | 22.5% |
| Quotes / carts | 30 | 33% |
| Orders | 9 | 30% |
End-to-end conversion is 0.09%. The weakest step here is impressions → clicks (4%): better creative or targeting would move it, and a rise to 6% lifts orders to 13.5 with no other change. Compare that with raising quote → order from 30% to 40% (12 orders) — both worth doing, but the numbers say which first.
How to use the calculator
- Name your stages (defaults: Impressions, Clicks, Leads, Qualified, Quotes, Customers) and enter the count at each.
- Read the step-wise conversion, the cumulative conversion and the largest drop-off, which is highlighted.
- Enter average order value to see revenue at the bottom and the rupee value of each lost stage.
- Move the what-if slider on any stage to see the effect downstream.
- Save funnels per channel — Meta ads, Google Business calls, marketplace listings, walk-ins — and compare.
Typical funnels for Indian small businesses
- Instagram → WhatsApp → order: impressions, profile visits, link taps to the wa.me link, conversations, orders. The chat stage usually leaks most — response time and a clear price fix it (see first response time).
- Google Business Profile → call → visit → sale: profile views, calls/directions, walk-ins, purchases. Reviews and photos move the first step; the review request builder feeds it.
- Marketplace listing: impressions, product page views, add-to-cart, orders, net of returns. Photos and price band move page views → cart; the seller pricing workflow sets the price.
- B2B: leads, qualified, quote sent (service quote builder), negotiation, won. Track win rate and sales cycle length alongside.
Fixing the leakiest stage
- Top (attention): creative, hook, targeting, offer; measure with engagement rate.
- Middle (consideration): speed of reply, clear pricing, social proof, easy next step.
- Bottom (decision): payment friction (put a UPI QR or link in the chat), delivery clarity, a deadline on the offer.
- After the sale: retention and referral turn one order into several — the retention rate and referral rate tools measure that second funnel.
The top of most local funnels is now Google's AI-driven results and WhatsApp — see Google AI Mode and local SEO and WhatsApp Business per-message pricing for how to feed the first stage cheaply.
Related tools
- Lead conversion rate — the single-step version.
- ROAS calculator — revenue return on the top of the funnel.
- CAC calculator — the cost of everyone who reached the bottom.
- Win rate calculator — the B2B bottom of the funnel.
- Forecast accuracy — funnel-based forecasts vs actuals.