Funnel Drop-Off Analyzer
Maps your marketing and sales funnel stage by stage, calculates drop-off rates between each stage, and estimates the revenue lost at each point of friction. Prioritizes which funnel stages to fix first based on revenue impact.
Marketing - Funnel Drop-Off Analyzer.xlsx
Excel (.xlsx) — No macros — Works in Excel, Google Sheets, LibreOffice
What This Spreadsheet Solves
- Cannot identify which funnel stage loses the most prospects
- No way to quantify the revenue impact of each drop-off point
- Funnel optimization is guesswork without stage-by-stage conversion data
- Difficult to prioritize where to invest in funnel improvements
- No baseline drop-off rates to measure improvement against
Who This Is For
- Growth marketers optimizing conversion funnels
- Marketing operations analysts building funnel reports
- Sales operations leaders identifying pipeline leaks
- Product marketers improving onboarding flows
Inputs
- textFunnel Stage Name
- #Number of Prospects at Stage
- $Average Deal Value
- %Stage Conversion Target
Outputs
- Drop-off rate between each stage
- Conversion rate between each stage
- Estimated revenue lost per stage
- Cumulative drop-off from top to bottom
- Fix priority ranking by revenue impact
- Gap between actual and target conversion per stage
How Calculations Work
Conversion rate per stage is the number of prospects entering the next stage divided by those entering the current stage. Drop-off rate is 1 minus the conversion rate. Lost revenue per stage is the number of dropped prospects multiplied by average deal value multiplied by the probability they would have converted (estimated from downstream rates). Stages are ranked by lost revenue to set fix priorities.
Example Use Case
Scenario: A B2B funnel: Website Visitors (10,000), Leads (800), MQLs (300), SQLs (90), Closed Deals (25). Average deal value is $5,000.
Result: Visitor-to-Lead: 8% conversion, 92% drop-off, $460,000 estimated lost revenue. Lead-to-MQL: 37.5% conversion, $62,500 lost. MQL-to-SQL: 30%, $52,500 lost. SQL-to-Close: 27.8%, $16,250 lost. Top priority: improve visitor-to-lead conversion.
What You Get — 5 Sheets
Technical Details
Frequently Asked Questions
How is lost revenue estimated if dropped prospects never bought?
The model multiplies dropped prospects by deal value and downstream conversion probability. It estimates what revenue could have been recovered if those prospects continued through the funnel at average rates.
Can I define custom funnel stages?
Yes. Enter any number of sequential stages on the INPUT sheet. The formulas adapt to however many rows you add.
What if my funnel has branches (e.g., self-serve vs. sales-assisted)?
Create separate rows for each path or use two copies of the INPUT sheet. The current model assumes a linear funnel.
How do I set realistic conversion targets?
Use your historical averages as a baseline. Industry benchmarks can supplement where you lack data. Enter targets in the INPUT sheet to see the gap analysis.
How often should I update funnel data?
Monthly at minimum. Weekly is better for high-volume funnels so you can detect drops quickly.
Download Funnel Drop-Off Analyzer
Ready to use immediately. Enter your data in the INPUT sheet, see results in OUTPUT.