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Use one cohort
Enter the number of leads in a defined group and the customers acquired from those same leads. Choose an observation window that makes sense for your sales process. Mixing this month’s leads with customers from older leads can produce a misleading result.
Read the formula
Conversion rate equals customers divided by leads, multiplied by 100. For example, 20 customers from 200 leads gives 10%. Zero leads has no defined conversion rate. Customer counts cannot exceed the size of the lead cohort.
Interpret the result
The result describes your inputs; it is not a forecast or an industry benchmark. Compare periods only when definitions and observation windows are consistent. Use the rate alongside conversations and onboarding feedback to decide what to improve.