Plain-language questions
Ask for first attempt delivery rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Logistics
First attempt delivery rate: formula and example.
First attempt delivery rate is the percentage of shipments the carrier delivers on its first attempt. If the first attempt fails, there is a second trip, a pick-up point or a return to sender. That costs time, money and customer satisfaction.
First attempt delivery rate formula
Shipments delivered on the first attempt ÷ total shipments with a delivery attempt × 100%
Worked example
In May 2026 carriers made 3,500 delivery attempts for Acme Groothandel's shipments. Of these, 3,325 succeeded first time. The first attempt delivery rate is 3,325 ÷ 3,500 × 100% = 95.0%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher rate means faster delivery and fewer where-is-my-parcel questions for customer service. For business customers it often depends on opening hours and a correct delivery address, for consumers on whether someone is at home. Compare by carrier, customer type and region, and look at the reasons for failed attempts.
Pitfalls with first attempt delivery rate
- Carriers counting delivery to a neighbour or pick-up point differently.
- Leaving out shipments with no tracking status.
- Not recording whether a failed attempt was caused by a wrong address, which you can fix yourself.
SQL & DAX
Calculating first attempt delivery rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', shipped_at) AS month,
carrier,
COUNT(*) AS shipments,
COUNT(*) FILTER (WHERE first_attempt_success) AS first_attempt_ok,
ROUND(100.0 * COUNT(*) FILTER (WHERE first_attempt_success)
/ NULLIF(COUNT(*), 0), 1) AS first_attempt_pct
FROM shipments
WHERE first_attempt_success IS NOT NULL
GROUP BY 1, 2
ORDER BY 1, 2;Attempted Shipments = CALCULATE(COUNTROWS(Shipments), NOT ISBLANK(Shipments[FirstAttemptSuccess]))
First Attempt Delivery % = DIVIDE(CALCULATE(COUNTROWS(Shipments), Shipments[FirstAttemptSuccess] = TRUE()), [Attempted Shipments])In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate first attempt delivery rate?
Divide the number of shipments delivered on the first attempt by the total number of shipments for which an attempt was made. The status comes from the carrier's tracking data. Decide whether delivery to a neighbour counts as a success.
Why do first delivery attempts fail?
The most common causes are nobody being there, an incorrect or incomplete address and a business that is closed. Sometimes the recipient refuses the parcel. Record the reason, because a wrong address needs a different fix than a closed door.
How do you improve first attempt delivery rate?
Validate addresses at checkout and ask business customers for opening hours or a fixed delivery point. Send customers an expected delivery window in advance so someone is there. Offer delivery to a pick-up point where you can.
Further reading
- KPI libraryLogistics KPIs: formulas and examplesLogistics KPIs measure whether orders reach the customer on time, complete and at a reasonable cost. The data comes from your WMS, shipping platform and carrier statuses.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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