Plain-language questions
Ask for lead-to-opportunity conversion rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Sales
Lead-to-opportunity conversion rate: formula and example.
Lead-to-opportunity conversion rate is the percentage of leads that turn into a genuine sales opportunity, meaning a deal in your CRM. You divide the number of leads with a linked deal by all leads from the same period. It shows how well marketing and sales together turn leads into pipeline.
Lead-to-opportunity conversion rate formula
Number of leads that become an opportunity ÷ number of new leads in the same intake period × 100%
Worked example
Acme Groothandel received 480 new leads in the second quarter. Of these, 72 became a deal in the CRM. The lead-to-opportunity rate is 72 ÷ 480 × 100% = 15%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher rate means more leads are relevant enough to become a sales opportunity. Compare it by lead source, channel and campaign to see which sources generate pipeline and which mainly generate volume. A drop may be down to lead quality, but also to slow follow-up by sales.
Pitfalls with lead-to-opportunity conversion rate
- Comparing leads from month A with opportunities from month B, while conversion can take weeks.
- Judging recent leads too early, before they have had time to become a deal.
- Counting duplicate leads or existing customers as new leads.
SQL & DAX
Calculating lead-to-opportunity conversion rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', created_at) AS month,
COUNT(*) AS leads,
COUNT(deal_id) AS opportunities,
ROUND(100.0 * COUNT(deal_id) / NULLIF(COUNT(*), 0), 1) AS lead_to_opp_pct
FROM leads
GROUP BY 1
ORDER BY 1;Lead to Opportunity Rate =
DIVIDE(
CALCULATE(COUNTROWS(Leads), NOT ISBLANK(Leads[DealId])),
COUNTROWS(Leads)
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate lead-to-opportunity conversion rate?
Take all leads from a period and count how many of them now have a deal. Divide that number by the total number of leads and multiply by 100%. With 72 deals from 480 leads, the rate is 15%.
What is the difference between a lead and an opportunity?
A lead is a contact who has shown interest, while an opportunity is a concrete sales prospect with an amount and an expected close date. A lead only becomes an opportunity once sales sees a realistic chance of a deal. The MQL and SQL stages often sit in between.
How does lead-to-opportunity rate differ from MQL to SQL rate?
Lead-to-opportunity rate covers the whole step from new lead to deal, while MQL to SQL rate only covers the handover from marketing to sales. MQL to SQL therefore sits within the broader lead-to-opportunity conversion. Together they show at which step leads drop out.
Further reading
- KPI librarySales KPIs: formulas and examplesSales KPIs measure how healthy your pipeline is and how well it turns into revenue. The data comes from your CRM, combined with invoiced revenue from your accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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