Free tool Funnel calculator: conversion rate and drop-off at every step
A funnel shows how many people reach each step of a journey, from first visit to payment. Type your steps and counts to see where people leave, how many make it through, and which step to fix first.
- Up to 8 steps
- Biggest drop-off flagged
- Runs locally
Steps in, conversion out
One row per step, in the order people go through them. "Users" is how many distinct people reached that step in the same period.
Funnel steps
| # | Step | Users | From previous step | From first step | |
|---|---|---|---|---|---|
| 1 | — | 100.0% |
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| 2 | 26.0% | 26.0% |
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| 3 | 50.0% | 13.0% |
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| 4 | 70.0% | 9.1% |
Rename the steps, change the counts, add up to 8 steps. Rows without a count are skipped. The bar shows each step as a share of the first.
Overall conversion
9.10%
Users at the last step ÷ users at the first step.
Biggest drop-off
Add to cart: 74.0% drop-off
The step that lost the largest share of the people who reached the step before it.
Version v1.0Updated Update history
Four numbers from one funnel
Each row has two rates. The two boxes underneath summarize the funnel and point at the step to look at first.
From previous step
Users at this step ÷ users at the step before. In the sample, 1,560 of 3,120 people who added to cart started checkout: 50.0%. This is the number to compare when you change a single page.
From first step
Users at this step ÷ users at the first step. It shows how much of the original audience is left: 13.0% of product viewers reached checkout.
Overall conversion
The last step’s share of the first: 1,092 ÷ 12,000 = 9.10%. It is the product of every step rate, so a small gain at each step compounds.
Biggest drop-off
1 − step conversion, at the step where it is largest. In the sample, 74.0% of product viewers never add to cart. That is where most people leave, but not always the cheapest place to fix.
A funnel only compares like with like when every step counts the same unit over the same period, ideally with a time window for completing the journey.
Three decisions before you type
The arithmetic is instant. The definitions make the funnel honest.
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1
Pick the steps
Use steps everyone must pass, in order. Optional pages such as reviews or size guides belong in a path analysis, not a funnel.
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2
Count people
Count distinct users at each step, not page views or sessions. One person who views a product five times is one user.
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3
Fix the period
Take every count from the same date range. If your tool supports it, count only people who finished within a window, such as 7 days.
Step conversion = users at this step ÷ users at the previous step
Every funnel rate is a ratio of two step counts. Drop-off is what step conversion leaves behind.
- From first step = users at this step ÷ users at step 1
- Overall conversion = users at the last step ÷ users at step 1
- Drop-off = 1 − step conversion
- Overall conversion = the product of all step conversions
Step conversion
step n ÷ step n−1
Add to cart: 3,120 ÷ 12,000 = 26.0%
From first step
step n ÷ step 1
Start checkout: 1,560 ÷ 12,000 = 13.0%
Overall conversion
last step ÷ step 1
1,092 ÷ 12,000 = 9.10% (= 26% × 50% × 70%)
Drop-off
1 − step conversion
Add to cart: 1 − 26.0% = 74.0%
One funnel, split by device
The default funnel above, split into desktop and mobile visitors. Added together, the two columns give the same 12,000 → 3,120 → 1,560 → 1,092.
| Step | Desktop users | Desktop step rate | Mobile users | Mobile step rate |
|---|---|---|---|---|
| Visit product page | 4,000 | — | 8,000 | — |
| Add to cart | 1,200 | 30.0% | 1,920 | 24.0% |
| Start checkout | 720 | 60.0% | 840 | 43.8% |
| Paid | 576 | 80.0% | 516 | 61.4% |
| Overall conversion | — | 14.40% | — | 6.45% |
Mobile loses more people at every step, and the gaps are widest at the last two: start checkout (60.0% vs 43.8%) and payment (80.0% vs 61.4%). The combined funnel hides that; splitting by device shows that the mobile checkout is where to work. Sample figures.
Why funnel numbers mislead
Most broken funnels come from the inputs, not the division.
Mixing units
Sessions at the top and users at the bottom make later steps look better or worse than they are. Count the same unit at every step.
No time window
Counting everyone who paid this month against everyone who visited this month mixes people who started last month. Use a completion window.
Steps people can skip
If a step is optional, the next one can have more users. The calculator flags it; the fix is to remove or merge the step.
Fixing only the biggest percentage
The largest drop is often normal browsing. A smaller drop at payment can cost more, because those people had already decided to buy.
Funnels from your own events
TapCub builds funnels from the events you already collect, counts people rather than devices, and lets you split any step by segment or channel.
Funnels with a time window
Built from any events, split by segment, so you can see where people drop and who they are.
Learn morePath analysis
A funnel tests the path you expect; path analysis shows the ones people actually take.
Learn moreSegments
One saved group reused across funnels, retention and heatmaps.
Learn moreFunnel questions
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
What is a conversion funnel?
An ordered set of steps — view a product, add to cart, start checkout, pay — with the number of people who reached each one. The drop between two steps shows where people leave. See funnel.
How do I calculate funnel conversion rate?
For each step, divide its users by the users at the step before. For the whole funnel, divide the last step by the first. 1,092 payers out of 12,000 product viewers is 9.10%.
What is the difference between step conversion and overall conversion?
Step conversion compares neighbouring steps and tells you how one page performs. Overall conversion compares the last step with the first and is the product of all step rates.
What is drop-off rate?
The share of people who reached a step but not the next one: 1 − step conversion. If 26% of product viewers add to cart, the drop-off at that step is 74%.
Why does a later step have more users than the one before?
Usually because the steps are not strictly sequential (people can enter in the middle), the counts use different units, or they cover different dates. The calculator warns you when it happens.
What is a good funnel conversion rate?
It depends on the product, the price, the traffic source and how the steps are defined, so a single benchmark misleads. Compare the same funnel over time and across segments, such as device or channel.
Should a funnel count users or sessions?
Users, in most cases. A person who comes back three times before buying is one customer, and counting sessions would show them as two drop-offs and one conversion.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
Let the funnel build itself
Once your site or app is connected, funnels come from real events, per person, with a time window and a split by segment or channel.