How to Calculate Lead Conversion Rate

Lead conversion rate measures the percentage of your leads that end up converting to opportunities.  To calculate lead conversion rate, you take the number of leads converted to opportunities in a period, and divide that by the number of leads created in that period.

For example, if you had 100 leads that were created in March, and you had 18 leads converted to opportunities in March, then your lead conversion rate would be 18 / 100 = 18%.

To measure lead conversion rate with Salesforce data, you need to run a report of leads created in the period you want to measure, and then a report of leads converted to opps that have a converted date in the period you want to measure.  Then divide the leads converted 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, and then a report of contacts with associated opps that have a first associated date in the period you want to measure.  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 Lead Conversion Analytics app gives companies better visibility into how their lead gen translates into business.

Read this article to see how to measure cohort-based lead conversion rate.

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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s entire career has been focused on using BizOps to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its BizOps practice and team. He did the same for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start in BizOps for recurring revenue businesses while at AppNeta.

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