Lead-to-Opportunity Conversion Rate Calculator

How to calculate Lead-to-Opportunity Rate?

This metric identifies the quality of leads generated by marketing.

Formula: (Opportunities / Total Leads) × 100

Using the Conversion calculator: an example

For a marketing campaign that generated 1,000 leads and resulted in 120 qualified opportunities.

Step-by-step calculation:

• Identify the 1,000 Total Leads
• Identify the 120 Qualified Opportunities
• Divide 120 by 1,000 to get 0.12
• Multiply by 100 to find the 12% conversion rate

Frequently Asked Questions

What is a good L2O rate?
Benchmarks vary by industry, but 10-15% is generally considered healthy.

How can I improve this rate?
Focus on lead scoring and better alignment between marketing and sales teams.

What if my rate is too high?
A very high rate might suggest your qualification criteria are too loose, potentially wasting sales time.