See how your Instagram enquiries become sales.

Calculate your recorded funnel

Choose one cohort: for example, people whose first enquiry arrived in September. Count each person once at each stage they reached, through a consistent review date. Every sale must belong to the offers group, every offer to the qualified group, and every qualified person to the enquiries group.

Work through a complete example

Suppose 100 unique people enquired about your service. Of those, 40 qualified, 20 received an offer and five bought. You recorded 2,500 in gross sales revenue from those five buyers, all in one currency.

• Qualification rate: 40 ÷ 100 = 40%.
• Offer rate: 20 ÷ 40 = 50%.
• Close rate: 5 ÷ 20 = 25%.
• Overall enquiry-to-sale conversion: 5 ÷ 100 = 5%.
• Average recorded sale per buyer: 2,500 ÷ 5 = 500 currency units.

These figures are an arithmetic example, not performance benchmarks or expected GramFather results. Use the “Load worked example” button to explore them. Replace every field with your own data before using the scorecard to make a decision.

Keep the stages and time window consistent

A cohort follows the same people over time. It is different from adding up this week’s new enquiries alongside this week’s sales from older conversations. Mixing those groups can produce a misleading conversion rate, including apparent sales counts greater than enquiries.

Decide what each stage means before counting. A qualified enquiry might meet your need, budget and timing criteria. An offer could mean a specific proposal or checkout invitation. A won sale should use a consistent rule, such as payment received. Make sure that people who buy are counted in every earlier stage they passed through, even when those steps happen in one conversation.

When someone buys more than once, count that person once in Sales won and include their recorded revenue consistently. The resulting average is revenue per buyer for the cohort, rather than average order value. If you need order-level analysis, keep a separate order count.

Use the Instagram sales pipeline guide to define stages and the GramFather CRM to organize contact context.

Use the scorecard to choose one improvement

Look at each stage alongside actual conversations. If many enquiries have yet to qualify, review whether your profile and content explain the offer clearly. If qualified people have yet to receive an offer, check what information or decision is outstanding. If offers are waiting for a decision, review the agreed next action and answer open questions.

People who have not advanced may still be considering the offer. The calculator does not classify them as lost or determine why a stage changed. Add notes about the offer, traffic source, review date and how long the cohort has had to mature to your downloaded scorecard.

Compare similar cohorts using the same definitions and a similar time since first enquiry. A change from one sale to two can double a rate while still involving very little data. Review counts, context and consistency before changing your process.

For a practical next step, pick a small group of active contacts, record one useful action for each and review the outcome next week. The follow-up message guide can help you put those actions into words.

Build a simple review habit

1. Define the cohort. Record the dates when those people first enquired and the date you reviewed their progress.
2. Count unique people. Reconcile each stage against the same contact list and remove duplicates.
3. Record revenue consistently. Use one currency and one basis for gross sales. Track refunds and costs separately when calculating net revenue or profit.
4. Download a snapshot. Save your scorecard locally and add the cohort dates in your spreadsheet.
5. Choose an action. Improve one explanation, offer detail or follow-up practice, then review a comparable group.

For recurring measurement, combine this scorecard with the Instagram business KPI guide. Keep sensitive conversation details in your own records and use aggregate counts for reviews.

Your questions, answered

What is Instagram enquiry-to-sale conversion?

It is the number of people in a defined enquiry cohort who bought, divided by the unique people in that cohort, expressed as a percentage. Five buyers from 100 enquiries is 5%.

What is a good Instagram lead conversion rate?

There is no universal target for every offer, audience and sales cycle. Compare your own cohorts using the same qualification rules, stage definitions and review window. The calculator provides arithmetic, not an industry benchmark.

Why must the counts decrease through the funnel?

This tool follows a sequential funnel using the same people. Qualified enquiries are a subset of all enquiries, offers are a subset of qualified enquiries, and buyers are a subset of offers. If your process differs, reconcile the definitions before using the calculator.

What happens when a stage has zero people?

A rate with a zero denominator is shown as Not available. Zero sales from a nonzero offer count is a valid 0% close rate. Positive revenue requires at least one recorded sale.

Does the calculator measure profit or forecast revenue?

It summarizes your recorded counts and gross sales revenue. It does not subtract expenses, taxes, fees or refunds, and it does not forecast future sales.

Do I need an account, and are my numbers saved?

No account is needed. The calculation runs in your browser without sending its inputs to GramFather or saving them on a server. You can download your results as a CSV file; clear or reload the page to remove the displayed results.