Plain-language questions
Ask for win 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 · Sales
Win rate: formula and example.
Win rate is the percentage of closed deals that were won. You divide the number of won deals by all deals that were either won or lost in the period. It shows how well your team turns opportunities into customers and is a core input for any sales forecast.
Win rate formula
Number of won deals ÷ (number of won deals + number of lost deals) × 100%
Worked example
In the third quarter, Acme Groothandel closed 40 deals: 14 won and 26 lost. The win rate is 14 ÷ 40 × 100% = 35%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher win rate means your team converts a larger share of its opportunities. Compare it with previous quarters and break it down by sales rep, segment or lead source. A rising win rate alongside a falling number of deals may simply mean the team only enters the most promising deals into the pipeline.
Pitfalls with win rate
- Including open deals in the denominator, which pushes the win rate down.
- Not marking lost deals as lost, so they stay open for years.
- Mixing counts and values: a win rate by value can differ sharply from a win rate by count.
SQL & DAX
Calculating win 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('quarter', closed_at) AS quarter,
COUNT(*) FILTER (WHERE status = 'won') AS won_deals,
COUNT(*) AS closed_deals,
ROUND(100.0 * COUNT(*) FILTER (WHERE status = 'won')
/ NULLIF(COUNT(*), 0), 1) AS win_rate_pct
FROM deals
WHERE status IN ('won', 'lost')
GROUP BY 1
ORDER BY 1;Win Rate =
DIVIDE(
CALCULATE(COUNTROWS(Deals), Deals[Status] = "won"),
CALCULATE(COUNTROWS(Deals), Deals[Status] IN {"won", "lost"})
)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 win rate in sales?
Divide the number of won deals by the total of won and lost deals in the same period, then multiply by 100%. Deals that are still open are left out. With 14 won and 26 lost deals, the win rate is 35%.
What is the difference between win rate and quote conversion rate?
Win rate looks at deals in your CRM, while quote conversion rate looks at quotes sent. One deal can have several quotes, and not every quote belongs to a deal in the pipeline. That is why the two percentages can differ considerably.
Should win rate be based on count or value?
Ideally calculate both, because they tell you different things. Win rate by count shows how often you win; win rate by value shows how much of the revenue on the table you secured. A large gap suggests you mainly win either small or large deals.
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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