How the calculation works
Leads equal visitors multiplied by the landing-page conversion rate. Qualified leads equal leads multiplied by qualification rate. Customers equal qualified leads multiplied by close rate. Revenue equals customers multiplied by average customer value.
Find the expensive leak
Do not improve a step just because it is easiest to edit. A small lift near the top can create more downstream opportunities, while a better qualification or close rate can make every existing lead more valuable. Use analytics and tracking to measure the complete path, then use CRO to improve it monthly.