Measure Cost & Conversion UK & US
Funnel Economics Calculator
Calculate cost per enquiry, accepted enquiry, held meeting, opportunity and new customer. Includes explicit formulas and a reproducible fictional example.
Fictional example loaded · All inputs stay in this tab
GBP/USD changes the currency label only. It does not convert amounts. Use one currency and the same cohort throughout.
Your funnel economics
- Total acquisition cost
- £3,500.00
- Cost per unique enquiry
- £87.50
- Cost per accepted enquiry
- £175.00
- Cost per held meeting
- £350.00
- Cost per opportunity
- £437.50
- Cost per new customer (CAC)
- £875.00
- Contribution remaining per customer
- £525.00
Stage conversions
- Unique enquiries → Accepted enquiries
- 50%
- Accepted enquiries → Held meetings
- 50%
- Held meetings → Opportunities
- 80%
- Opportunities → New customers
- 50%
- Enquiry → customer
- 10%
Provisional: unresolved outcomes may change the customer count and CAC. Review after your buying cycle.
Contribution remaining is not net profit. Delivery cost, time horizon, overhead and tax assumptions still matter.
What the inputs mean
Use one enquiry cohort, a stated outcome review date and one currency. Count unique potential purchases at every stage. Enter total acquisition labour cost, not an hourly rate. Setup and software should be the shares allocated to that cohort. Include each cost once.
The loaded example is fictional. It is not a market benchmark or an expected return. Inputs and the cohort note are held in browser memory, are not put in the URL and reset when you reload. Printing is handled by your browser. The calculator does not save a business profile or send values to analytics.
Formulas and assumptions
- Total acquisition cost = media + allocated tools + labour + allocated setup + other acquisition costs.
- Cost per stage = total acquisition cost ÷ count in that stage.
- Consecutive conversion = next-stage count ÷ previous-stage count × 100.
- Overall conversion = new customers ÷ unique enquiries × 100.
- Contribution remaining per customer = your contribution before acquisition − cost per new customer.
Amounts are parsed into integer pennies/cents; per-unit results are rounded for display to two decimals. Ratios are shown to one decimal percentage point. Zero denominators show Not enough data. Unknown cost is not treated as zero: enter a known amount, including an explicit zero where appropriate. Negative, fractional counts, scientific notation, currency symbols and amounts with more than two decimal places are rejected.
The maximum per count is 99,999,999 and per monetary input is 99,999,999.99. These bounds keep arithmetic within safe integer limits. A later stage cannot exceed the preceding stage when the comparable-stage option is selected. If units differ or stages are skipped, uncheck the option; cost-per-stage figures remain available and conversion ratios are hidden.
GBP/USD changes the label only. It does not change any input or output number. Convert mixed-currency costs yourself using a documented source and date before entry.
Reproduce the fictional example
With costs 1,200 + 300 + 1,500 + 400 + 100, the total is 3,500. With counts 40 → 20 → 10 → 8 → 4, unit costs are 87.50 → 175.00 → 350.00 → 437.50 → 875.00. Consecutive conversions are 50%, 50%, 80%, 50% and overall conversion is 10%. A contribution input of 1,400 leaves 525.00 before costs outside the chosen contribution boundary.
Interpret the result carefully
An unresolved cohort produces provisional cost per customer. A zero customer count does not prove acquisition has no cost. Compare cohorts only after their normal buying cycles and with consistent counting and cost rules.
Contribution is not net profit, LTV, payback time or cash flow. The calculator does not infer tax eligibility, attribution, refunds or future wins. The formulas are this site’s editorial accounting method, not an external performance claim.
Read the full cost guide for cost boundaries, setup allocation and UK/US considerations. If stage counts are unclear, qualify the enquiries first.