Measure the share of qualified opportunities that become closed-won deals.
The opportunity conversion rate is the share of qualified opportunities that opportunities won represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Opportunity Conversion Rate
Opportunity Conversion Rate = Opportunities won ÷ Qualified opportunities × 100
Opportunity Conversion Rate = Opportunities won ÷ Qualified opportunities × 100 The opportunity conversion rate is the share of qualified opportunities that opportunities won represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Opportunities won, Qualified opportunities. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.