Review win/loss
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Review win/loss

Article summary

Where to go? Deals > Analytics > Win/Loss

About win/loss insights

Know what good deals look like

Analyze your past deals to find that secret sauce behind what works in your business. Gong uses AI to analyze successful deal cycles, and pattern-matches behaviors from closed-won deals with deals in progress.

How we calculate the win rate

We use the following formula:

Win rate = (won deals) / (won deals + lost deals)

View insights

  1. Go to Deals > Analytics > Win/Loss.

    By default, insights are calculated for the current deal board and its filters - filter for team, timeframe, and the relevant CRM filters.

    You can change the board and filters on the DEALS page, or after you access Insights - up to you.

  2. Click the different metrics tabs (see below) to drill into and explore each of the insights:

    • Click around the graph to see tangible information behind your closed deals

    • Scroll down to see the top won and lost deals behind the numbers

  3. To download the data behind the insights for further analysis, click Download.

  4. To share the data behind the insights, click Share.

7 ways to measure deal success

The metric tabs show you different measures of how deals are doing.

What deals do we consider?

We need at least 100 qualifying closed deals within the selected report time range to present insights - over that, the more deals, the better the insights.

To increase the accuracy of the insights, some deals are automatically excluded from the analysis, for example:

  • Deals where there's communication with a large number of recipients (over 50)

  • Deals where there are a lot of invalid emails like out-of-office replies

  • Deals where the creation date is missing

  • Deals where the creation date is after the close date

  • Deals where the data has not yet been processed by us (we run a weekly analysis on all deals)

  • Deals that match have filters for deal stage that were added by customer request

In addition to these criteria, there are also insight-specific criteria, which are explained in more detail per insight, below.

Number of contacts

Understand how the number of contacts on the deal affects your win rates. Is there a minimum number that you should aim for every deal?

For this insight, we automatically exclude deals from the analysis where there are no active prospects.

Power in deal

Director, VP, or C-level? See how having powerful stakeholders on your deals compares to having no power on your deals. Find out who you need to engage in your deals to increase your win rates.

Power is considered to be in a deal where 75% of active participants have Director, VP, or C-level titles. For example, we show the following data points:

  • 12% of deals have NO active participants with director, VP, or C-level in their titles

  • 3% of deals have active participants with director in their title

  • 12% of deals have active participants with VP in their title

  • 34% of deals have active participants with C-level in their title

  • 39% of deals have less than 75% of active participants director, VP, or C-level in their titles (not shown)


This insight is NOT affected by your settings for the "No power" warning.

For this insight, we automatically exclude deals from the analysis where we couldn't identify recognizable titles for 75% of the active prospects.

The following table shows which titles we map to the 3 levels we show:


Mapped titles


CEO, Chief, Founder, President


Senior Vice President, Executive Vice President, Regional Vice President, Associate Vice President, Head of


Senior Director, Director

The following titles are not recognized as power on the deal:

  • Manager

  • Assistant

  • Board member

  • Owner

Any participants with a title that we can't recognize, or can't identify are considered as "no power".

Deal duration

Do deals that close in a shorter time have a higher win rate? What’s your golden deal length? See how the length of time it takes to close a deal affects your win rates.

In addition to general criteria, we automatically exclude deals with no activity from the analysis.

Deal size

Is your team closing a few of the big deals, or many tiny ones? See how the size of the deal (based on the deal value at the time of close) affected your win rates.

For this insight, we consider all deals that meet the general criteria, without any additional exclusions.

Number of calls

See how the number of calls between you and your prospects throughout the deal cycle affected your win rates.

In addition to general criteria, our analysis excludes deals where there are no calls at all. If there are calls, it excludes deals where there are no active prospects.

Competitor mentions

Which of your competitors help you win deals, and which ones stand in your way? This insight compares win rates for deals where the top 3 competitors were mentioned alongside mentions of all other competitors, and deals where competitors weren’t mentioned at all.

How do we define a competitor mention? Glad you asked :-) The insight is based on the competitors tracker. For the best results, we recommend the tracker is set to catch instances of competitor mentions in both calls and emails (don’t change the tracker name - Competitors - otherwise you’ll break it).

Stay sharp! - unlike other insights, a deal CAN appear in more than 1 graph bar when more than one competitor is mentioned.

Our analysis shows all deals that matched the general criteria, comparing those where defined competitors were mentioned with those where they were not.


Measure how the mention of any tracker impacts win rate. See how using tracked words and phrases (or not!) has affected your sales.

For trackers where you've set up capture of "separate phrases", each word or phrase is shown in a separate column.

Our analysis shows all deals that matched the general criteria, comparing those where the tracker was mentioned with those where they were not.

We're working on more insights, so stay tuned! If you have a particular request for what you want to see, let us know!

What you should know

Filter the metrics

To get meaningful insights, leverage your CRM fields to filter for a business use case you’re interested in. For example, you might filter for new business or renewals.

  • At the top of the page, filter by team and date range.

  • Click CRM filters to filter by additional CRM fields, or to edit the filters.

    Not seeing the CRM field you need? Ask your tech admin to make sure the field is set to be imported in your CRM integration set up. Note that after adding CRM fields, it can take up to 24 hours to display the metrics.

What deals qualify for insights?

Qualifying deals have to meet general criteria for all deals, and then in addition each insight may have additional criteria. The additional criteria are set per insight (as explained in full per insight above), which is why you may see inconsistent numbers of qualifying deals per insight.

Download the CSV to see a full list of deals that match the board filters, including deals that did not qualify, and why.

What’s the relationship between deal boards and deal insights?

When you click Insights on a deal board and open Deal Insights, we automatically copy the board's team and CRM filters (if applied) and use them in Insights. You can easily change the filters within Insights to take a look at a certain group of deals (changing filters in Insights does not affect the deal board.

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