Conversion rate

The conversion rate is a simple division: how many advanced over how many could have advanced, in the same period. The formula is trivial — the mistake is almost always in the denominator.

The formula

Conversions ÷ opportunities × 100. In WhatsApp selling, an "opportunity" is usually the contact who started a conversation, and a "conversion" is the deal that reached the won stage.

The overall rate is not worth much

Knowing that 12% of contacts buy does not tell you what to do on Monday. The per-stage rate does. If 80% move from new contact to qualification and only 20% from proposal to close, the problem is not lead volume — it is price, an objection, or no follow-up. Investing in ads in that scenario is filling a leaky bucket.

The three denominator mistakes

1. Mismatched periods. Dividing August's sales by August's leads ignores that a July lead may have closed just now. In a long cycle, this can actually flip the reading.
2. Counting everything as an opportunity. A curious browser, a wrong number, a supplier message all enter the count and sink the rate without anything actually getting worse.
3. Losses that never get logged. Without a loss milestone, the denominator stays open forever and the rate looks better than it is.

What counts as a good rate

No benchmark answers that honestly: it depends on the channel, the order value, and how qualified the contact arrives. The only comparison that always holds is your own rate from last month, calculated with the same denominator definition.

On CRPRO

The dashboard computes the rate from deals won over won plus lost in the period, alongside revenue won and average order value — at the organization level. For the number to exist, the won and lost stages need to be marked as such: a stage with no milestone does not enter the count.