What is the difference?

Lead Conversion vs Win Conversion Rate

Lead Conversion Rate

Lead to Win Rate

What is it?

The Lead Conversion Rate is the percentage of visitors who come to your website and are captured as leads. This is one of the most important top-of-the-funnel conversion metrics. It’s an indicator of your ability to attract the right target audience and the efficiency at which your website is turns them into leads.

Lead To Win Rate is the percentage of Leads who entered the sales funnel and are now "Closed Won" Customers. This is one of the most ubiquitous sales conversion metrics and is a strong indication of product market fit, pricing, and sales execution. It's also a key metric in aligning your marketing, sales, and product teams.


ƒ Count(Leads) / Count(Visitors)
ƒ Count(Won Customers) / Count(Leads)


Let's say your website generates an average of 50,000 visitors each month. Of those, you capture a total of 2,000 leads. Lead Conversion Rate = 2,000 leads / 50,000 visitors = 4%

Let's say your marketing efforts generate 2,000 leads. Of those 2,000, you convert 150 to paying customers. Lead to Win Rate = 150 wins / 2,000 leads = 7.5%

Published and updated dates

Date created: May 26, 2019

Latest update: Feb 25, 2022

Date created: May 25, 2019

Latest update: Feb 24, 2022