Stage by stage
Conversion rate is from the previous stage you have switched on. Ranges are illustrative for paid traffic in your industry: typical range, not a target. Your channel, offer and price point move them a lot.
Your biggest leak
For each stage, the extra revenue and gross profit per month if that one stage improved and everything else stayed the same. Ad spend is held constant, so extra gross profit is also extra profit after ad spend.
Want every open deal scored, stale ones flagged and the follow-ups drafted? That is the Sales Pack's Pipeline Review skill.
How it's worked out
Each rate is this stage ÷ previous stage switched on. Each cost is ad spend ÷ count at that stage, so cost per sale is your CAC. CPM is per 1,000 impressions. Switch a stage off and the next rate spans the gap.
Revenue is sales won × value of a sale, where value is either one average sale or order value × orders per customer. Gross profit applies your margin. ROAS is revenue ÷ ad spend. Profit after ad spend is gross profit − ad spend.
One stage changes at a time and the others stay as they are. Sales won becomes first stage × every rate with the new rate swapped in. Improved rates are capped at 100%. A stage already at or above the middle of its range shows no gain in that mode.
When you switch stages off, the typical range for the step that spans them multiplies the low ends together and the high ends together, so the range gets wider. Steps that don't apply to your industry (no sales call in ecommerce, say) count as 100%.
Pipeline needed is target ÷ win rate, so 25% needs 4× coverage. New opportunities per week are gap ÷ deal size spread over the weeks left once you allow one sales cycle for them to close. Meetings per week divide by your meeting to opportunity rate.
Better stages often interact: more clicks at the same spend usually lowers lead quality a little. Use the ranking to pick what to test first, not as a promise. Lead counts with calls can exceed clicks if calls come from outside the ads.
Benchmark ranges are illustrative, drawn from blended paid search and paid social accounts, and are not targets for every business. Your own trend over time beats any industry average. Your numbers are saved in this browser only.
Want Claude to fix it for you?
Paste your copied results into Claude with the Funnel Diagnostician skill. It finds the leak, ranks the causes and writes the fix plan, then hands each stage to the matching skill. Part of Lead Focus, one payment, no subscription.