Free tool
Lead reconciliation calculator
The number your form tool reports and the number your sales team experiences are two different numbers, and nobody owns the gap between them. Walk your leads down from one to the other, find where they disappear, and put a ratio on how far ahead the headline figure is running.
Runs in your browser. Nothing you type is sent anywhere, stored, or logged — there is no request to send it in. Built by the team behind the dishonest dashboard.
How this is calculated
Every figure above comes from the arithmetic below. No weighting, no model, no numbers of ours mixed into yours.
Per stage
kept from previous = this stage ÷ the stage above it lost at this stage = the stage above it − this stage share of reported = this stage ÷ reported conversions
Every stage is measured twice: against the one above it, which tells you where the leak is, and against the headline number, which tells you how much of it survives.
The headline
junk rate = 1 − (real prospects ÷ reported conversions) overstatement = reported conversions ÷ real prospects
Overstatement is expressed as a multiple rather than a percentage because that is the shape people find it in — 3.6 reported conversions per real person is a sentence you can take to a meeting.
The check that refuses to compute
if this stage > the stage above it → flag it, and compute nothing for that transition
A funnel cannot gain people. Rather than printing a retention above 100% and letting you draw a conclusion from it, the tool stops and says the numbers do not reconcile — which is itself a finding about your instrumentation.
Where the defaults come from
Everything here is your data. There are no constants, no benchmarks and no weightings in this tool at all — it is arithmetic on six numbers you supply, which is why it is the one calculator on the site with nothing of ours mixed into the result.
The example numbers are shaped like a small paid-search funnel with a real junk problem. They exist so the bars have something to draw.
Where to find the six: reported conversions from your ad platform or form tool, CRM records from your CRM, and the last four from whoever works the leads. The last one — how many turned out to be real prospects — usually is not in any system. Ask; do not estimate. The gap between what a rep will tell you and what the CRM says is often the most interesting number of the six.
What this cannot tell you
It cannot tell you which stage is at fault for a loss. A big drop between “contact attempted” and “actually reached” might be bad phone numbers, or it might be a team calling once at 4pm on a Friday. The arithmetic locates the leak; it does not diagnose it.
It assumes all six figures cover the same period and the same traffic. In practice they rarely do — the ad platform counts conversions on the click date, the CRM counts records on the created date, and a lead that arrives on the 31st is counted in different months by different systems. Small mismatches are normal. Large ones usually mean you are comparing two different populations, and the anomaly flag will catch the worst of it.
And “real prospect” is a judgment made by a person, not a measurement. Two reps will grade the same list differently. That is a genuine weakness of this tool and it is still a better input than pretending the question does not exist.
For what the junk in that gap costs in money rather than in counts, see the form spam cost calculator. For why we think this gap is the category’s central problem, the dishonest dashboard.
Why we built this
Every number on this page is one your form builder could have told you and didn’t.
Endpoint Forms is an open-source form builder for marketers: forms built to convert, data that goes wherever you need it, and every submission carrying what it turned out to be worth. It is not shipped yet. The waitlist is where we tell you when it is.