Sales Win Rate

Excel Formulas › Sales & CRM

All versionsCOUNTIF

Win rate is deals won over total closed deals — the cleanest measure of sales effectiveness. COUNTIF tallies outcomes straight from the pipeline.

Quick formula: win rate from won and closed:
=deals_won / (deals_won + deals_lost)
Won deals over all closed deals (won + lost). Open deals don't count yet.

Functions used (tap for the full reference guide):

COUNTIF

The example

18 won, 12 lost.

AB
1ItemValue
2Won18
3Won+Lost30 → 60%

The formula

The formula:

=B2 / (B2 + deals_lost) // won ÷ closed

How it works

How it works:

  1. Count won and lost deals with COUNTIF on the stage column.
  2. Divide won by total closed (won + lost) — not total deals, which includes open ones.
  3. Open/in-progress deals are excluded — they haven’t resolved.
  4. Segment by rep, source, or product with COUNTIFS to find what closes.

Win rate by segment beats a blended number. A 60% overall rate can hide that inbound leads close at 75% and cold outbound at 30%. COUNTIFS by lead source or deal size tells you where to spend effort — and reveals which deals to qualify out early.

Try it: interactive demo

Live demo

Deals won and lost.

Win rate:

Variations

Count won/lost

From the stage column:

=COUNTIF(stage, "Won") / COUNTIF(stage, "Won")+COUNTIF(stage,"Lost")

By source

Segment it:

=COUNTIFS(source, "Inbound", stage, "Won") / COUNTIFS(source, "Inbound", stage, "<>Open")

Loss rate

The flip side:

=1 - win_rate

Pitfalls & errors

Closed only. Denominator is won + lost, not all deals (open ones aren’t resolved).

Consistent stage labels. "Won"/"Lost" must be spelled the same for COUNTIF.

Segment it. A blended rate hides where you win and lose.

Practice workbook

📊
Download the free Sales Win Rate practice workbook
A win-rate sheet with the count, by-source, and loss-rate variants, plus 4 challenges with answers. No sign-up required.

Frequently asked questions

How do I calculate sales win rate in Excel?
Divide won by closed deals: =deals_won / (deals_won + deals_lost). Open deals are excluded.
Should open deals count in win rate?
No — only resolved deals. The denominator is won + lost, not the full pipeline.
How do I find win rate by lead source?
Use COUNTIFS: won by source over closed by source to compare inbound vs outbound.

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Function references: COUNTIF