Here’s how most SMEs measure success in public procurement: did we win the tender or not?

It’s a fair question, but if it’s the only one you’re asking, you’re missing the full picture.

Win rate is important, sure. But it doesn’t tell you if you’re improving. It doesn’t tell you how efficient your team is. It doesn’t show whether you’re chasing the right tender, or wasting time on the wrong ones.

To treat tendering like a real sales channel, you need better metrics. Ones that help you adjust your process, not just count outcomes.

In this article, we’ll walk through the key indicators that smart suppliers use to track performance, improve strategy, and build a more scalable, more successful tendering process, with or without a full-time bid team.

Let’s start with the one metric everyone knows and why it doesn’t tell you everything.

The problem with tracking just win rate in tendering

“Did we win or not?” is a natural place to start, but it’s not enough.

Win rate is a lagging metric. It tells you what happened, but not why. And it can be misleading.

Here’s why:

• A low win rate might be fine if you’re targeting bigger, more competitive contracts, or just starting out
• A high win rate could mean you’re only going after the easiest, lowest-value tenders
• Win rate doesn’t tell you how efficient your process is, how qualified your pipeline is, or how well you’re improving over time

If win rate is your only metric, every loss feels like failure, and every win feels like luck.

Smart teams go deeper. They track performance at every step of the process, from tender discovery to bid submission to post-contract outcomes.

Let’s look at the metrics that actually show how your tendering strategy is working — or where it needs help.

The tendering metrics that actually matter

If you want to build a smarter, more consistent tendering process, these are the metrics that show you what’s working,  and what’s not.

1. Win rate (volume and value)

Yes, still important. But track both:

• Win rate by number: how many bids did we win out of total submitted?
• Win rate by value: are we winning higher-value contracts over time?

2. Average time spent per bid

How many hours are you spending per submission?

If it’s going up, you may be over-complicating (or under-preparing earlier).

3. Fit rate

Of all tenders reviewed, how many were actually a good match for your company?

A low fit rate = wasted time on poor-quality leads.

By the way, a related read is here: What makes a tender a good fit?

4. Compliance failure rate

How many bids were rejected due to missing documents or admin errors?

This shows whether your team is ready (or rushing).

5. Repeat buyer rate

How often do past clients re-engage or invite you again?

A strong indicator that you’re not just winning… you’re delivering well.

6. Average contract value (ACV)

Track the value of each win. Are you moving toward higher-impact contracts, or stuck in low-value cycles?

Next: what do these numbers actually mean? Let’s break down how to use them.

What these tendering metrics actually tell you?

Tracking numbers is only useful if you know how to act on them. Here’s what each of these metrics reveals — and why they matter:

🎯 Fit Rate = Focus

If your fit rate is low, you’re reviewing too many irrelevant tenders.

Fix: tighten your qualification process or use a better filtering tool.

📄 Compliance failures = Readiness problem

If you’re losing bids before they’re scored, it’s not about the offer — it’s about preparation.

Fix: build a reusable document pack and checklist.

🕒 Time per bid = Efficiency check

Too high? Your process might be scattered. Too low? You might be rushing.

Fix: streamline where you can, but don’t cut corners.

🔁 Repeat buyer rate = Trust indicator

Repeat work means buyers trust you. If this number’s growing, you’re doing something right.

Fix: follow up after contracts, request feedback, stay visible.

💰 Contract value = Strategic direction

If your average deal size is stagnant, it might be time to pursue larger opportunities, or review how you price and present your value.

Now, let’s wrap it up.

Start measuring what you can actually improve

Winning tenders will always be the goal. But if that’s all you’re tracking, you’re flying blind.

The best SME teams don’t just celebrate wins… they study them. And they study losses too. They know how long their bids take, what kind of tenders they win, and which buyers come back again.

That’s what turns public procurement from a guessing game into a growth strategy.

And when you know what works, you can do more of it, with less stress and better results.