Lead conversion rate formula in Excel or Google Sheets
Put the inputs in column B from row 2, then paste the formulas below. They work the same in Excel and Google Sheets.
| Cell | What | Value or formula | Example |
|---|---|---|---|
| B2 | Leads | 2000 | 2000 |
| B3 | Opportunities created from them | 240 | 240 |
| B4 | Customers won from them | 48 | 48 |
| B6 | Lead to customer (%) | =ROUND(B4/B2*100,2) | 2.4 |
| B7 | Lead to opportunity (%) | =ROUND(B3/B2*100,1) | 12 |
| B8 | Opportunity to customer (%) | =ROUND(B4/B3*100,1) | 20 |
Get the ready-made spreadsheet
The same calculator as an .xlsx file, with the formulas set up. Free: enter your email and the download starts here right away. Your email also joins Clarivoxx Insights (a weekly article and a monthly newsletter; unsubscribe in one click).
Frequently asked questions
- How do you calculate lead conversion rate?
- Divide the customers who came from a group of leads by the number of leads. 48 customers from 2,000 leads is a 2.4% lead-to-customer rate.
- What is a good lead conversion rate?
- For B2B, 1–3% from raw lead to customer is common; inbound demo requests convert far better than content downloads. Compare per source, not in total.
- Which step should I improve first?
- The step with the biggest drop compared with your own history. If lead to opportunity is low, look at lead quality and speed of follow-up; if opportunity to customer is low, look at qualification and the offer.
About the author
Abdessamad Ghanem
Customer Experience & Customer Success Consultant · Founder of Clarivoxx
Abdessamad Ghanem works across Customer Support, Sales, Customer Success, Account Management and Partner Management. He writes Clarivoxx Insights for B2B SaaS professionals who own retention, adoption and customer outcomes.