Win rate formula in Excel or Google Sheets
Put the inputs in column B from row 2, then paste the formulas below. They work the same in Excel and Google Sheets.
| Cell | What | Value or formula | Example |
|---|---|---|---|
| B2 | Opportunities closed (won + lost) | 120 | 120 |
| B3 | Deals won | 30 | 30 |
| B5 | Win rate (%) | =ROUND(B3/B2*100,1) | 25 |
| B6 | Deals lost | =B2-B3 | 90 |
Get the ready-made spreadsheet
The same calculator as an .xlsx file, with the formulas set up. Free: enter your email and the download starts here right away. Your email also joins Clarivoxx Insights (a weekly article and a monthly newsletter; unsubscribe in one click).
Frequently asked questions
- How do you calculate win rate?
- Divide the deals you won by all opportunities that were closed, won or lost, in the period. 30 wins out of 120 closed opportunities is a 25% win rate.
- What is a good sales win rate?
- Many B2B teams sit between 20% and 30%. A higher rate can mean strong qualification, or that reps only log opportunities they are sure to win. Compare by source and deal size.
- Should 'no decision' deals count as lost?
- Yes, if the opportunity was qualified. Deals lost to 'no decision' are often the largest group and show where the value case was not strong enough.
About the author
Abdessamad Ghanem
Customer Experience & Customer Success Consultant · Founder of Clarivoxx
Abdessamad Ghanem works across Customer Support, Sales, Customer Success, Account Management and Partner Management. He writes Clarivoxx Insights for B2B SaaS professionals who own retention, adoption and customer outcomes.