How to Calculate Cohort-Based Lead Conversion Rate

Cohort-based lead conversion rate measures the percentage of your leads that end up converting to opportunities, of the leads created in a certain period.  To calculate lead conversion rate, you take the number of leads created in a period, and divide that into the number of those same leads that were converted to opps.

For example, if you had 100 leads that were created in March, and of those 100 leads, 12 converted to opportunities, then your cohort-based lead conversion rate would be 12 / 100 = 12%.  

When calculating cohort-based lead conversion rate, you need to make sure that you wait long enough after a period has passed before drawing any conclusions.  You should look at your lead conversion cycle to understand how long it takes, on average, for leads to convert, and wait at least that long before measuring a cohort-based lead conversion rate.

To measure cohort-based lead conversion rate with Salesforce data, you need to run a report of leads created in the period you want to measure.  Count how many leads that is. Then, filter those leads to just the ones converted to opps. Count the number of opps. Then divide the leads converted to opps by the leads created.

To measure lead conversion rate with HubSpot CRM data, you need to run a report of contacts created in the period you want to measure.  Count the number of contacts. Then, filter those down to just the contacts with associated opps. Then divide the contacts with associated opps  by the contacts created.

Rekener can automate lead conversion rate calculations, and can break conversion rates down by lead source, campaign, sales rep, or any other dimension.  Check out how our Sales Rep Scorecards app gives companies better visibility into how their reps convert leads into demos, opps and business.

Calculate lead conversion rate automatically

Read these articles to see how to measure lead conversion rate overall, renewal rate, and sales velocity.

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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran customer success and renewals, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta. Greg is also a member of the Revenue Collective.

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