Appointment set rate
The share of real sales opportunities that end with a scheduled meeting, calculated as appointments set divided by opportunities.
Check the counting rules in the definition before using this calculation in a report.
Definition
Appointment set rate measures how often a conversation with a potential customer turns into a booked meeting: a video call, an office visit, an in-home estimate or a scheduled phone consultation. The numerator is appointments set with a specific day and time. The denominator is opportunities: two-way conversations with someone who could buy, excluding support calls, vendors, wrong numbers and unanswered dials.
The number is most useful split by lead source, by rep and by time of day. A blended team figure hides the difference between strong inbound handling and weak follow-up on web leads.
Why it matters
Set rate isolates the part of the sale your team controls. You cannot make more people call, but you can change what happens when they do. It is also the number most often inflated, usually by counting soft agreements or reschedules, so the definition matters as much as the result.