Win rate: Win rate is the share of quotes a shop sends that turn into orders, usually measured by count or by value over a set period.
Win rate is the simplest measure of whether your quoting works. Divide the quotes that became orders by all the quotes you sent in a period.
Example: in one month a shop sends 120 quotes and 30 become orders. The win rate by count is 30 / 120 = 25%. If those 30 orders are worth €9,000 out of €60,000 quoted, the win rate by value is 15%, which says the shop wins small jobs more often than large ones.
Measuring both ways matters, because they tell different stories. A high win rate by count and a low one by value often means large jobs are priced too high or take too long to quote.
A very high win rate is not automatically good. If you win almost everything, you may be leaving money on the table. A very low one may mean prices are too high, lead times too long, or that you are quoting work you do not really want. The right range depends on the work and the channel: an RFQ sent to five suppliers behaves differently from an instant quote on your own website.
Win rate is also an input when you test a price change: backtesting shows how a new configuration would have priced recent quotes. Read quote win rate for how to track and improve it.
Go deeper: Quote win rate: why buyers go quiet after a quote, and what to measure