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%.

Want to track your lead conversion rates automatically?  Rekener can help.

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.  

Want to calculate lead conversion rate automatically? Lead Response Analytics in the Sales Rep Scorecards app gives companies better visibility into how their leads convert into demos, opps and deals.  Try it out for free!

Sales Rep Scorecards automatically calculate conversion rates and break them down by rep.  You can even see how many calls are being made into the leads assigned to each rep.

Lead conversion rate by sales rep

Sales Rep Scorecards can also show you trended information for your lead cohorts.  See how your conversion rates are trending over time.  You can also ensure that sales reps are consistently following up with leads over time, and how that relates to conversion.

Automatically calculate lead conversion rates over time

Data-driven Sales and Marketing Assessment

Request a free data-driven sales and marketing assessment with an analytics expert.  We will recommend the best approach for tracking lead conversion rates and other lead response metrics.  Our data-driven sales and marketing experts can help to automate your lead conversion calculations if you are using Salesforce or HubSpot CRM.


Learn More:

Want a free spreadsheet template to track your lead conversion rates?  Click here to download.

Download Free Lead Conversion Rate Template


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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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