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    Win rate

    The share of qualified sales opportunities that end in a signed deal. Read it per segment, competitor and lead source rather than as one number, because a falling win rate usually points to a specific mismatch: wrong leads, a stronger rival or a weak offer. Counting only deals that reached a decision keeps the number honest.

    Related definitions

    All marketing terms, A to Z
    Customer acquisition cost (CAC)Customer lifetime value (LTV)LTV:CAC ratioROASMER (marketing efficiency ratio)Conversion rateClick-through rate (CTR)CPMHook rateHold rateChurn rateCreative fatigue
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