How to calculate close rate
Close rate measures how effectively you turn opportunities, or leads, into customers. It overlaps with win rate, and the difference comes down to what you count in the denominator.
Because the starting point is not standardized, the single most important step is defining it. A close rate from raw leads and a win rate from qualified opportunities are not comparable numbers.
- Won / total opps The formula
- Define the start Leads or opportunities
- By source Where to segment
Short answer
Close rate is the share of opportunities or leads that become customers. Divide deals won by the total opportunities (or leads) worked in the period, then multiply by 100. If you won 40 of 200 opportunities, the close rate is 20 percent. Measured from raw leads it is lower; measured from qualified opportunities it matches win rate.
Step by step
Choose the starting point
Decide whether you measure from qualified opportunities (which yields win rate) or from raw leads (a lower lead-to-customer close rate). State it explicitly.
Count deals won
Count the deals that became customers in the period.
Divide by the base
Close rate equals deals won divided by the total opportunities or leads worked, times 100.
Segment by source
Break close rate out by source and rep. Inbound closes far higher than cold outbound, so a blended number hides where you actually win.
Worked example
In the quarter you worked 250 qualified opportunities and won 55. Close rate from opportunities = 55 / 250 = 22 percent, which is also your win rate.
If instead you measured from the 2,500 raw leads those opportunities came from, the lead-to-customer close rate is 55 / 2,500 = 2.2 percent. Same wins, very different rate, because the denominators differ tenfold. Always state the starting point.
How Ardovo handles it
Ardovo measures conversion at every point from lead to customer, so you can report a lead-based close rate and an opportunity-based win rate without ambiguity. Rook makes the starting point explicit on every view so numbers stay comparable.
Frequently asked questions
What is the close rate formula?
Deals won divided by the total opportunities or leads worked in a period, times 100. The result depends heavily on the starting point: raw leads give a low rate, qualified opportunities give a rate equal to win rate.
What is the difference between close rate and win rate?
Win rate is usually measured from qualified opportunities (closed-won over closed deals). Close rate is often measured earlier, from raw leads to customers, producing a lower number. Define the starting point before comparing them.
What is a good close rate?
From qualified opportunities, 20 to 30 percent is common for B2B. From raw leads it is far lower, often low single digits. Compare by source and against your own trend rather than a single benchmark.