Revenue Goal Funnel Calculator (Reverse Funnel)

Start from the number you have to hit. See how many customers, leads and visitors it takes, what the traffic will cost, and which step is worth fixing first. Load an example from 15 industries, nine of them where I have worked, to see how it changes.

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Example

Currency Revenue target for the period you are planning Average revenue per customer order value or first-year value Lead to customer rate (%) close rate Visitor to lead rate (%) sign-ups, enquiries, demo requests Cost per visitor average cost per click (optional)

Customers needed-

Leads needed-

Visitors needed-

Media budget-

FormulaCustomers = target ÷ revenue per customer · Leads = customers ÷ close rate · Visitors = leads ÷ lead rate

What to do next

Show the working, step by step

Where I used this

At ACCA I designed a member-growth ecosystem that hit 100% of its targets and doubled approved employers from 8 to 16.

Read the case: Designing a member-growth ecosystem, not a calendar of events →

Step beforeHow big is the prize? Market size Next step, pre-filledSpend the budget evenly: Campaign pacing Same stageWhere will customers come from? CAC by channel

Everything is calculated in your browser. Nothing you type is sent or stored.

How to use the plan

Use real rates, not hopes. Take conversion rates from the last 3 to 6 months. If you have none, start conservative and update after the first month.
Find the weakest step. Doubling traffic doubles cost. Improving a weak conversion step often costs far less and compounds through the rest of the funnel.
Check the budget against value. If the media budget per customer is close to what a customer is worth, the plan does not work at any scale. See the LTV to CAC calculator.

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Is your revenue target realistic?

Bring your funnel to a free 30-minute call. I will pressure-test the conversion rates and show you the cheapest gap to close.

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Questions

What is a reverse funnel calculation?

It starts from the revenue you want and works backwards through each conversion rate to the customers, leads and visitors needed to get there.

What conversion rates should I use?

Your own recent averages. Industry benchmarks vary too widely by sector, price point and channel to be reliable for planning.

Does this include repeat purchases?

Only if you enter a revenue per customer that includes them, for example first-year value instead of a single order.

Revenue goal funnel planner