Conversion Rate
What is Conversion Rate?
Conversion rate is the most general engagement metric in the funnel, applicable at every stage: visit → lead, lead → MQL, MQL → SQL, SQL → opportunity, opportunity → close. Each stage has its own conversion rate, and the product of all the stage conversions equals the overall funnel conversion. Tracking conversion at every stage is what makes a funnel diagnosable: if your lead-to-MQL is 20% but MQL-to-SQL is 5%, you know exactly where to focus. The discipline is to define each stage rigorously — what counts as an MQL, what doesn't — because conversion-rate comparisons are meaningless across teams that define stages differently.
Why it matters
- Universal — every stage of every funnel has one, making it the lingua franca of GTM analytics.
- Diagnostic — the lowest-converting stage tells you exactly where to spend optimization effort.
- Forecasting input — historical conversion rates project pipeline coverage forward.
Use cases
- Funnel diagnostics. Stage-by-stage conversion analysis reveals the weakest link.
- Channel comparison. Which channel produces the highest visit-to-opportunity conversion.
- Forecasting. Apply historical conversion rates to current top-of-funnel volume to project pipeline.
How turgo helps
turgo tracks conversion at every stage of every funnel a customer defines — and the agent automatically surfaces the lowest-converting stage as the optimization target each week.
See turgo in action →
