Plain-language questions
Ask for average deal size 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 · Sales
Average deal size: formula and example.
Average deal size is the average value of the deals you win in a period. You divide the total value of won deals by the number of won deals. Together with win rate and the number of opportunities, it determines how much revenue your pipeline delivers.
Average deal size formula
Total value of won deals ÷ number of won deals
Worked example
In the third quarter, Acme Groothandel won 14 deals with a combined value of €252,000. The average deal size is €252,000 ÷ 14 = €18,000.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A rising average deal size means you sell more per deal, for instance through larger customers or broader orders. Compare it by segment, product and sales rep, and with the same period last year. Check the median as well: one exceptionally large deal can quickly inflate the average.
Pitfalls with average deal size
- Including open or lost deals, so it is no longer an average of won deals.
- Adding one-off and recurring revenue together without saying so.
- Not correcting for outliers, so one large deal shapes the picture for a whole quarter.
SQL & DAX
Calculating average deal size 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('quarter', closed_at) AS quarter,
COUNT(*) AS won_deals,
SUM(amount) AS won_amount,
ROUND(SUM(amount) / NULLIF(COUNT(*), 0), 2) AS avg_deal_size
FROM deals
WHERE status = 'won'
GROUP BY 1
ORDER BY 1;Average Deal Size =
DIVIDE(
CALCULATE(SUM(Deals[Amount]), Deals[Status] = "won"),
CALCULATE(COUNTROWS(Deals), Deals[Status] = "won")
)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 average deal size?
Add up the values of all deals won in a period and divide by the number of won deals. With 14 deals worth €252,000 in total, the average deal size is €18,000. Use amounts excluding VAT and after discounts.
What is the difference between average deal size and average order value?
Average deal size relates to won opportunities in your CRM, while average order value relates to individual orders, often in an online shop. One won deal can lead to a framework agreement with dozens of orders. That is why the two figures are usually far apart.
How can you increase average deal size?
You increase average deal size by selling more or higher-value products per customer, or by targeting larger customers. Bundles, add-on products and less discounting all help. Keep an eye on win rate and sales cycle length, as larger deals often take longer to close.
Further reading
- KPI librarySales KPIs: formulas and examplesSales KPIs measure how healthy your pipeline is and how well it turns into revenue. The data comes from your CRM, combined with invoiced revenue from your accounting system.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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