# Leads over knocks, named as conversion

The sales conversion rate formula in Knockdesk analytics is leads created divided by knocks. Knockdesk is field sales software that keeps that percent next to close rate, not on top of it.

## Conversion is not close rate with a louder title

Two reps can both say they convert 25 percent. One counted leads over knocks. One counted closes over sits. The sales conversion rate formula only helps Friday if you keep those bases apart. Daily Knock Summary reports conversion as leads over knocks. Close rate is a different board.

**Leads as the yes.** Conversion on knocks asks whether the walk created a lead, not whether the table closed.

**Sits as the yes.** That is close rate. Write closes over appointments. Do not paste it onto knocks.

**Talks as the yes.** Contact rate is the talk. Close rate on conversations is the close. Neither is leads over knocks.

## Two hundred knocks, three percents you can recompute

A crew logs 200 knocks, 24 contacts, 16 leads, 40 sits, and 10 closes. Sales conversion rate is 16 / 200 = 8 percent. Close rate on sits is 10 / 40 = 25 percent. Contact rate is 24 / 200 = 12 percent. Same turf. Three names. Do not pick the largest and call it conversion.

| Named rate | Numbers | Percent |
| --- | --- | --- |
| Conversion on knocks | 16 leads / 200 knocks | 8% |
| Close rate on sits | 10 closes / 40 sits | 25% |
| Contact rate | 24 contacts / 200 knocks | 12% |
| If someone uses knocks as close rate | 10 closes / 200 knocks | 5%. That is not the sit close rate. |

## Conversion sits between the knock and the paid deal

Contact rate is the talk. Close rate is the yes at the table. A confirmed sale is the won deal you will pay. The sales conversion rate formula on knocks only answers whether the walk created a lead.

- [Close rate](/glossary/close-rate): Closes over sits or conversations. Not leads over knocks.

- [Contact rate](/glossary/contact-rate): Contacts over knocks, before anyone opens a lead.

- [Confirmed sale](/glossary/confirmed-sale): The won deal you confirm. Pay is later than conversion.

## How Knockdesk tracks it

Daily Knock Summary reports conversion rate as leads created over knocks. Lead Funnel reads knock to contact to lead to deal to won. Sold and Appointment Set still live on the pin. You name close rate yourself. Do not relabel leads over knocks as close rate. Full desk is on the pricing page.

## Keep going from the percent

- [Field sales glossary](/glossary): Conversion, close rate, and contact rate live on this hub.

- [Close rate formula](/glossary/close-rate): Closes over sits or conversations, named out loud.

- [Field sales KPIs](/guides/field-sales-kpis): How conversion sits with coverage, pace, and close rate.

## FAQ

### What is the sales conversion rate formula?

In Knockdesk analytics, the sales conversion rate formula is leads created divided by knocks. Write that name. Do not use it for closes over sits.

### Is conversion rate the same as close rate?

No. Conversion on knocks is leads over knocks. Close rate is closes over the conversations or appointments you name.

### Should I divide closes by knocks?

Only if that is the rate you chose, and you say so. Knockdesk does not call that conversion. Conversion here is leads over knocks.

### Where does Knockdesk show conversion rate?

Daily Knock Summary reports it as leads over knocks. Lead Funnel still shows knock to contact to lead to deal to won.

### What counts as a lead in that formula?

A lead created from the knock. An outcome that only collects contact is contact rate, not conversion.

### Why do two teams with the same closes show different conversion?

They are counting different things. 10 closes on 40 sits is close rate. 16 leads on 200 knocks is conversion. Keep both labels.