Funnel Bottleneck Calculator
Enter your ad and store numbers to see where people fall out of your funnel, from ad click to purchase, and which step to fix first.
Your numbers
Impressions
—
Spend / (CPM / 1,000)
Outbound Clicks
—
Impressions x CTR
Click → LP drop-off
—
Clicks that never became a landing page view
Funnel steps
Each ratio is the share of people who made it to the next step. Colors follow the healthy ranges listed under the chart.
Click : LP
—
Landing page views / outbound clicks
LP : CV
—
Content views / landing page views
CV : ATC
—
Add to carts / content views
ATC : IC
—
Checkouts / add to carts
IC : PUR
—
Purchases / checkouts
Healthy ranges (v1 defaults): Click : LP 70%+, LP : CV 60%+, CV : ATC 12%+, ATC : IC 50%+, IC : PUR 60%+.
Share of landing page views
How far each landing page view travels down the funnel.
| Content View | Add to Cart | Checkout | Purchase |
|---|---|---|---|
| — | — | — | — |
CVR
—
Purchases / landing page views
AOV
—
Revenue / purchases
CPA
—
Spend / purchases
We run this exact math for ecommerce brands scaling on Meta.
Book a free callHow the Funnel Bottleneck Calculator works
The calculator turns spend and CPM into impressions, applies your outbound CTR to get clicks, then follows those clicks through five steps: landing page, product view, add to cart, checkout and purchase. Each step ratio is compared against a healthy range and the weakest step is flagged as your bottleneck.
Click to LP drop-off is the share of outbound clicks that never produced a landing page view, usually slow load times or broken tracking. It is not the bounce rate you see in GA4 or Shopify, which counts single-page sessions on your site, so do not compare the two numbers directly.
The healthy ranges are working defaults for paid social ecommerce funnels, not universal truths. Fix the step the calculator highlights first: one weak step caps everything downstream of it.