Funnel conversion calculator
Conversion rate is the share of people who finished a step out of everyone who started it. Drop-off is the rest. The two describe the same gap from opposite sides, and the number of users lost is often the more persuasive figure of the three.
Enter both numbers to see a result.
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Choose counts from one funnel step
Started and completed must describe distinct users from the same audience and time window. If one event can fire repeatedly, use users rather than event count before calculating conversion.
Started checkout: 500 users Completed purchase: 125 users Conversion: 25% Drop-off: 75% · 375 users
How it is calculated
Conversion = completed ÷ started × 100 · Drop-off = 100 − conversion · Users lost = started − completed
When to use it
Use it for a single step you are arguing about — onboarding, checkout, a permission prompt — when you have both counts and want the loss stated plainly. For a whole sequence, build the funnel in Analytics so each step is measured consistently.
What to watch out for
- Completed cannot exceed started — if it does, one of the events probably fires more than once per user
- A step showing near-total drop-off is more often a missing event than a terrible screen
- Conversion between two adjacent steps is not the same as conversion across the whole funnel
Frequently asked questions
What is the difference between conversion and drop-off?
Conversion is the share that completed the step. Drop-off is the remaining share, so the two percentages add up to 100%.
Should I enter users or event counts?
Use distinct users when calculating user conversion. Event counts can exceed the number of people when an action happens more than once.
Can completed be greater than started?
Not for a correctly defined step using the same population. A higher completion count usually signals repeated events or mismatched filters.