Why does Salesforce count deals as won that we never won?
The Salesforce help pages give 5 common reasons. The first to rule out: When a lead is converted, the new opportunity can start out as closed won, which adds a won deal nobody closed.
Is it broken, or just quiet?
A number can fall because fewer people came, or because something stopped counting them. Below are the causes the Salesforce help pages give, and how to check each one yourself.
What causes it?
When a lead is converted, the new opportunity can start out as closed won, which adds a won deal nobody closed.
In the Salesforce help:
The default value on Opportunity from a converted Lead always defaults to 'Closed Won.'
Opportunity from converted Lead defaults to a 'Closed Won' stage, read 2026-11-12.Salesforce explains that this happens when closed won is the first stage in your list of stages.
In the Salesforce help:
This happens if the first picklist value in Opportunity 'Stage' picklist is 'Closed Won.'
Opportunity from converted Lead defaults to a 'Closed Won' stage, read 2026-11-12.Whether a deal counts as won depends on how its stage is set up, not on the stage's name.
In the Salesforce help:
Indicates whether this opportunity stage value represents a won opportunity (true) or not (false).
OpportunityStage, read 2026-11-12.If more than one stage is set up as won, deals in any of them are counted as won.
In the Salesforce help:
Multiple opportunity stage values can represent a won opportunity.
OpportunityStage, read 2026-11-12.A stage set to the wrong type can make deals appear in won reports, or drop out of them, unexpectedly.
In the Salesforce help:
users may see unexpected results within Opportunity Reports.
Salesforce Opportunity Status Closed Won Shows Different Stages Within Reports, read 2026-11-12.
How do I check it myself?
Check which of your stages are set to the closed won type, since those are the only ones a closed won report includes.
In the Salesforce help:
includes only stage names under the "Closed Won" stage type.
Salesforce Reports: Opportunity Stage Types in Reporting, read 2026-11-12.Check which stage comes first in your list of opportunity stages; if it is closed won, ask your admin to move it lower.
In the Salesforce help:
Reorder the 'Stage' picklist
Opportunity from converted Lead defaults to a 'Closed Won' stage, read 2026-11-12.
How would I know the day it starts?
- Feder reads how many deals were won in Salesforce each day and compares each day with your own history.
- It counts what Salesforce records as won, so deals marked won by mistake raise its count too. It tells you when deals won go quiet or move outside their usual range.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See what Feder reads from Salesforce, which feeds Wins. Feder only reads. It never changes anything in Salesforce.
What else goes wrong with these numbers?
- Why doesn't my Salesforce report show all my closed won deals?Salesforce
- Why did my Salesforce won deals suddenly jump?Salesforce
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Salesforce help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.