Turn visitors, signups, activation and paid conversion into new MRR. See every stage benchmarked, and exactly which one-point improvement adds the most revenue.
Unique visitors to your marketing site each month.
Monthly revenue per customer. On annual plans, use annual price divided by 12.
Visitors who start a trial or create an account.
Signups who reach your key value milestone, not just a login.
Activated users who become paying customers.
Expected value, so fractions are normal.
New MRR added monthly × 12, not total MRR.
Bar widths are scaled to the square root of each count so the smallest stages stay visible. The paid stage is honey; the bottleneck step is flagged in coral.
New MRR gained per month if you improve each stage by one percentage point, holding the others still. The biggest number is your bottleneck.
New MRR = Visitors × r₁ × r₂ × r₃ × ARPU Each stage's rate multiplies the last: visitor → signup (r₁), signup → activated (r₂), activated → paid (r₃). The overall visitor → paid rate is the product of all three, and it is usually well under 1%, which is why this tool shows three decimal places rather than rounding to zero.
The maths keeps every intermediate value unrounded, so new customers can come out fractional. That is correct: 41.6 customers a month is an expected value, not a headcount. ARPU must be monthly; if you sell annual plans, divide the annual price by 12 first.
ΔMRR = Visitors × ARPU × 0.01 × (other two rates) Adding one absolute percentage point to a stage adds visitors × ARPU × 0.01 × the product of the other two stages' rates. The stage with the lowest rate always yields the biggest gain per point, which makes it the bottleneck.
On the defaults, one extra point at visitor → signup is worth $453.25 a month. That is roughly 8.2 times the gain from the same point added to activation ($55.13) and 5.6 times the gain at activated → paid ($81.59).
Edge cases are handled honestly: rates are clamped to 0-100% and an improved rate is capped at 100%, so a stage near the ceiling only gets credit for its remaining headroom. If a stage sits at 0%, it is the bottleneck by definition, since nothing downstream can rescue it. With zero visitors, every output is zero and the funnel greys out rather than erroring.
Every figure below comes from a named, dated dataset: ChartMogul's SaaS Conversion Report (200 B2B products, January 2026), Userpilot's activation benchmark (62 B2B companies, 2024) and First Page Sage's conversion report (50+ B2B SaaS clients, updated December 2025).
| Funnel stage | Benchmark | Source |
|---|---|---|
| Visitor → signup | Freemium ~9%, opt-in trial ~4.5%, card-required trial ~3.5% of visitors sign up | ChartMogul, The SaaS Conversion Report (200 B2B products, January 2026) |
| Visitor → free trial, by industry | 5.5% (enterprise SaaS) to 12.6% (IoT) | First Page Sage, Average SaaS Conversion Rates: 2026 Report (updated December 2025) |
| Signup → activated | Average 37.5%, median 37% across B2B SaaS | Userpilot, User Activation Rate Benchmark Report (62 B2B companies, 2024) |
| Signup → paid (free-to-paid) | Median 8% across B2B software; card-required trials ~30% | ChartMogul, The SaaS Conversion Report (2026) |
| Trial → paid, by industry | 18.6% (enterprise) to 29.0% (CRM) | First Page Sage (2025) |
| Freemium → paid, by industry | 2.6% (EdTech) to 5.8% (RegTech) | First Page Sage (2025) |
ChartMogul, The SaaS Conversion Report (2026). Whether a rate is good depends entirely on the trial model in front of it.
| Model | Good | Great |
|---|---|---|
| Opt-in free trial (no card) | 4-6% | 10-15% |
| Card-required free trial | 25-35% | 50-60% |
| Freemium | 3-5% | 8-12% |
ChartMogul's modelling (2026) of how each acquisition model turns the same 1,000 visitors into paying customers.
ChartMogul's 2026 SaaS Conversion Report found that per 1,000 website visitors, freemium products convert about 9% to signups, opt-in free trials about 4.5%, and card-required trials about 3.5%. First Page Sage's industry data puts visitor-to-free-trial rates between 5.5% and 12.6% depending on sector. Anything above roughly 5% for an opt-in trial is solid; above 10% is exceptional.
The median free-to-paid conversion rate across 200 B2B software products is 8%, per ChartMogul's SaaS Conversion Report. The trial model matters enormously: opt-in trials (no card) are good at 4-6% and great at 10-15%, while card-required trials are good at 25-35% and great at 50-60%. First Page Sage's industry data shows trial-to-paid ranging from 18.6% (enterprise) to 29% (CRM).
Userpilot's benchmark of 62 B2B companies found an average activation rate of 37.5%, with a median of 37%. Activation means a new user reaches the product's key value milestone, such as connecting a Stripe account for an analytics tool, not simply logging in. If fewer than a third of your signups activate, onboarding is usually the highest-leverage fix in your funnel.
It is a trade-off between volume and intent. ChartMogul's data shows card-required trials convert to paid at roughly 30%, over five times the rate of opt-in trials, but attract fewer signups (about 35 vs 45 per 1,000 visitors). In their modelling, card-required trials still produced the most paying customers per 1,000 visitors (10.5 vs 3.6), so card-upfront tends to win on revenue when the product delivers value quickly.
Multiply the conversion rate of each stage together: visitor-to-signup x signup-to-activated x activated-to-paid gives your overall visitor-to-paid rate. For example, 4.5% x 37% x 25% works out to 0.416%, around 4 paying customers per 1,000 visitors. Multiply the resulting customers by monthly ARPU to see the new MRR your funnel produces each month.
Compare stages against benchmarks, then test which stage's improvement adds the most revenue. Because funnel stages multiply, adding one percentage point to your lowest-converting stage always adds more MRR than adding it anywhere else. This calculator computes the exact MRR gain from a one-point lift at each stage so you can see where to focus first.
Activation is a product milestone: the moment a new signup first experiences the core value, such as connecting their data or completing a key action. Conversion is a commercial milestone: the signup becomes a paying customer. They are tightly linked, since activated users convert to paid at several times the rate of non-activated ones, which is why activation sits as its own stage in the funnel.
Because stages multiply, small percentage-point gains compound into meaningful revenue. With 10,000 monthly visitors, a 4.5% signup rate, 37% activation, 25% activated-to-paid and $49 ARPU, the funnel adds about $2,040 in new MRR per month; lifting the signup rate by just one point to 5.5% adds a further $453 of new MRR every month. Improving the weakest stage first gives the largest gain per point.
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