Eight questions. Transparent commercial arithmetic.

Visitor → lead = leads ÷ visitors × 100. Lead → paid buyer = paid buyers ÷ leads × 100. Overall = paid buyers ÷ visitors × 100. A zero denominator means Unavailable.

This is a strict nested-cohort calculator, not a traffic benchmark or a causal model. Repeated sessions, unrelated periods and direct purchases outside the lead cohort require different definitions. No industry average is implied.

Net collected = gross collected − refunds. Refund share = refunds ÷ gross collected × 100. Amounts are calculated in integer cents. A zero gross amount makes the share Unavailable, not 0%.

Net collected is not profit, bank settlement, agency revenue, commission or an order balance. Fees, taxes, chargebacks and currency conversion are not included. Refund share is an amount ratio, not the percentage of orders refunded.

Close rate = won sales ÷ attended shows × 100. It does not compare other policies such as booked calls or qualified opportunities.

Commission = explicitly eligible amount × stated rate. This is not a payout, payroll, tax or eligibility engine. Changing currency relabels inputs and never converts them.

Net collected per visitor = net collected ÷ recorded visitors. This is a self-comparison, not an industry benchmark or proof that the landing caused the result.

Revenue per lead = net collected ÷ recorded leads. Zero leads means Unavailable. This is not customer lifetime value, profit or causal attribution.

Net = gross collected − refunds. Outstanding = max(order value − gross collected, 0). Refunds do not automatically reopen an order balance. This tool flags arithmetic relationships; it does not diagnose their cause.