Opportunity Conversion Rate Formula: Excel, DAX, Calculator & Example

Simple formula

Converted Opportunities / Total Opportunities

The formula uses these inputs:

Converted Opportunities: enter your value in the calculator or spreadsheet.
Total Opportunities: enter your value in the calculator or spreadsheet.

Excel formula

Use this Excel formula as a starting point. Replace the sample cell references with the cells in your worksheet.

=IFERROR(B2/C2,0)

Google Sheets formula

In most cases, the Google Sheets version uses the same structure as Excel.

=IFERROR(B2/C2,0)

Power BI DAX measure

Use this DAX pattern as a starting point and rename measures or columns to match your Power BI model.

Opportunity Conversion Rate =
DIVIDE(
    [Converted Opportunities],
    [Total Opportunities]
)

SQL example

This generic SQL pattern can be adapted to your warehouse table names and column names.

SELECT
    /* replace with your formula */ AS opportunity_conversion_rate
FROM kpi_data;

Opportunity Conversion Rate calculator

Converted Opportunities Total Opportunities

Result—

How to interpret Opportunity Conversion Rate

Use this KPI with trend data, targets, and related metrics. A single value is less useful than a consistent definition tracked over time.

Important: KPI definitions can vary by company, accounting policy, analytics platform, or reporting standard. Keep the definition consistent when comparing periods.

Common mistakes

Mixing different time periods in the numerator and denominator.
Using totals that do not match the KPI definition used by your company.
Comparing results across teams or industries without context.

Related KPI formulas

Frequently asked questions

What is the Opportunity Conversion Rate formula?

The common Opportunity Conversion Rate formula is: Converted Opportunities / Total Opportunities.

How do you calculate Opportunity Conversion Rate in Excel?

Use this Excel formula pattern: =IFERROR(B2/C2,0). Replace the cell references with your own data.

Can this KPI be calculated in Power BI?

Yes. Use the DAX measure on this page as a starting point and adjust table and column names to match your model.

Opportunity Conversion Rate Formula

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