How to use the awareness-to-purchase journey calculator
Between first hearing about a brand and actually buying, the audience shrinks at every step. Enter the number of people reached at the awareness stage plus the three stage conversion rates, and the calculator shows how many remain at interest, consideration, and purchase, then the full-journey rate against awareness. Each rate uses the stage immediately before it as its denominator.
Stage rates multiply rather than add. Passing through 30%, 40%, and 10% leaves 1.2% overall, so 500,000 people reached produces 6,000 purchasers. That compounding is also why a small gain at the top of the journey shows up magnified at the bottom.
Stage counts are people, so fractions are dropped, and every stage is computed from the count displayed above it. Multiplying the on-screen numbers therefore reproduces the same result. Add an average order value for an expected revenue row, or leave it blank to hide that row. Stage names and the number of steps differ from team to team, so feed in the rates that match the funnel definition you actually report on.
Frequently asked questions
Stage rates multiply, they do not add. Passing through 30%, 40%, and 10% gives 0.3 Ă— 0.4 Ă— 0.1, which is 1.2% overall, not 80%. The more stages a journey has, the faster the end-to-end rate falls.
Stage counts are people, so fractions are dropped, and each stage is calculated from the count shown on screen. Multiplying the displayed numbers always reproduces the result, but it can differ by about one person from an unrounded chain.