growthcab Apply to GC
FREE TOOLNO SIGNUP · DATA FROM 1,380 MEETINGS

Meeting Show Rate Calculator B2B No-Show Benchmark From 1,380 Meetings

Enter how many B2B sales meetings you book each month and how far ahead they are scheduled. The calculator estimates how many will take place, end in a no-show, be rescheduled or be cancelled, using outcome rates from 1,380 booked meetings in Growth Cab's open dataset. It is free, needs no signup, and your numbers stay in your browser.

Built by Growth CabPublished Data: B2B Meeting Show Rate Study, CC BY 4.0

Meeting show rate calculator

Outcome rates from 1,380 booked B2B sales meetings, 2024 to 2026.

Every meeting that made it into a calendar, before any no-show.

Days between booking and meeting

Share of your meetings in each group, in percent. The default is the dataset's own mix.

  1. 96 meetings, 85.4% took place Small sample
  2. 308 meetings, 77.6% took place
  3. 381 meetings, 70.1% took place
  4. 320 meetings, 60.3% took place
  5. 159 meetings, 58.5% took place
Total 100.0%

Share of your booked meetings that took place, in percent. The calculator compares it with the benchmark.

Optional: weekday and seniority checks

The dataset does not cross lead time with weekday or seniority, so each check uses only its own rates and leaves the main result unchanged.

Day of the meeting

Share of your meetings on each weekday, in percent. 1,273 meetings from Monday to Friday.

  1. 103 meetings, 74.8% took place
  2. 242 meetings, 69.8% took place
  3. 286 meetings, 76.2% took place
  4. 390 meetings, 65.6% took place
  5. 252 meetings, 63.5% took place
Total 100.0%

69.1% of meetings take place with this weekday mix (69 of 100). That matches the dataset's own weekday mix.

Seniority of the prospect

Share of your meetings by job title, in percent. 1,302 meetings with a classified title.

  1. 302 meetings, 69.2% took place
  2. 324 meetings, 69.1% took place
  3. 633 meetings, 70.5% took place
  4. 43 meetings, 67.4% took place Small sample
Total 100.0%

69.7% of meetings take place with this seniority mix (70 of 100). That matches the dataset's own seniority mix.

EXPECTED EACH MONTH

69of 100 booked meetings take place

Expected show rate 69.1%

Expected outcome of the meetings booked each month
OutcomeMeetingsShare
Took place6969.1%
No-show1414.3%
Rescheduled1211.7%
Cancelled54.8%

Did not happen as planned (no-show + rescheduled): 26 meetings, 26.0%. Read the two together: many 2026 no-shows were logged as reschedules.

Benchmark: lead-time rates from 1,264 meetings, weighted by your mix. All 1,380 meetings: 69.6% took place.

What if every meeting were scheduled within 7 days?

79held meetings per month, 10 more than now

Meetings per month now and if every meeting were scheduled within 7 days of booking
Per monthNowWithin 7 days
Took place6979
No-show + rescheduled2616

Moves the 68.0% of meetings you schedule 8 or more days out into the first 7 days, where 79.5% of 404 meetings in the dataset took place.

Meeting show rate calculator by Growth CabData: B2B Meeting Show Rate Study, CC BY 4.0

/ METHOD

How the Calculator Works

Every rate comes from Growth Cab's open dataset of 1,380 booked B2B sales meetings. Below are the rates, the sample sizes and the limits of the data.

The calculation

  1. Rates by group. Each lead-time group has its own shares of meetings that took place, no-shows, reschedules and cancellations (table below).
  2. Weighted by your mix. The calculator averages those rates, using your shares as weights. If a third of your meetings are scheduled 8 to 14 days after booking, a third of the result comes from that group.
  3. Whole meetings. The rates are multiplied by the meetings you book per month. Counts are rounded so the four outcomes add up to the meetings booked. Percentages are rounded to one decimal.
  4. Within 7 days. The estimate moves the meetings you schedule 8 or more days after booking into the first week, at the combined rate of the 404 meetings scheduled within 7 days of booking: 79.5% of them took place.
  5. Your show rate. It is compared with the benchmark for the same mix and placed among the lead-time groups.
  6. Weekday and seniority checks. The dataset does not cross these with lead time, so each check uses only its own rates and leaves the main result unchanged.

Why the default shows 69.1% and the study 69.6%

Lead time is known for 1,264 of the 1,380 meetings. With the dataset's own lead-time mix the calculator reproduces those 1,264 meetings, and 69.1% of them took place. Across all 1,380 meetings the share was 69.6%. Check the box "I don't track lead time" to use the rates of all 1,380 meetings.

Small samples

Groups with fewer than 100 meetings are marked as a small sample: the 0 to 2 days group (96 meetings) and the "Other titles" seniority group (43 meetings). In a group of 96 meetings, each meeting moves the rate by about one point, so read those rates as a rough guide.

Rates by days between booking and meeting
Lead timeMeetingsTook placeNo-showRescheduledCancelled
0 to 2 days Small sample9685.4%8.3%4.2%2.1%
3 to 7 days30877.6%10.1%6.2%6.2%
8 to 14 days38170.1%12.9%12.6%4.5%
15 to 30 days32060.3%18.4%17.5%3.7%
More than 30 days15958.5%21.4%13.2%6.9%
1,264 meetings with a known booking date. Combined, the 404 meetings scheduled within 7 days of booking: 79.5% took place, 9.7% no-shows, 5.7% rescheduled, 5.2% cancelled. All 1,380 meetings: 69.6% took place, 14.6% no-shows, 11.0% rescheduled, 4.7% cancelled.
Rates by day of the meeting (optional weekday check)
DayMeetingsTook placeNo-showRescheduledCancelled
Monday10374.8%7.8%12.6%4.9%
Tuesday24269.8%6.6%19.0%4.5%
Wednesday28676.2%10.1%9.1%4.5%
Thursday39065.6%18.5%11.5%4.4%
Friday25263.5%22.2%7.5%6.7%
1,273 meetings held Monday to Friday.
Rates by seniority of the prospect (optional seniority check)
SeniorityMeetingsTook placeNo-showRescheduledCancelled
C-level, founder or owner30269.2%18.9%8.3%3.6%
Head or Director32469.1%13.9%12.0%4.9%
Manager63370.5%13.7%11.4%4.4%
Other titles Small sample4367.4%18.6%4.7%9.3%
1,302 meetings with a classified job title. VP titles were left out because there were only four.

Limits of the data

  • Source. 1,380 B2B sales meetings booked by Growth Cab's 11 business developers for 25 B2B clients between September 29, 2024 and September 18, 2026. The outcome is known for every meeting.
  • Market. Mostly Italian and European companies. Show rates in other markets may differ.
  • Logging changed in 2026. Many no-shows were logged as reschedules: the no-show rate went from 24.0% in 2025 to 3.1% in 2026, while reschedules went from 3.9% to 19.9%. Read no-shows and reschedules together, and use the share that took place as the headline metric.
  • One large client. The largest client accounts for 22% of meetings.
  • Lead time was checked within each year. The effect holds in both: 80% against 59% in 2025 and 89% against 61% in 2026 (0 to 2 days against 15 to 30 days).
  • Weekday. Wednesday was the best day in both years. Friday was the weakest day overall but not in 2026, so the Friday result is less stable.
  • Observational data. These are patterns in real meetings. Meetings booked far ahead may also differ in other ways, so read each rate as an association. The 7-day estimate assumes the link between lead time and attendance holds for your meetings too.
Read the full study Download the data (CSV)
/ EMBED

Embed This Calculator

Add the calculator to a blog post, a guide or an internal wiki. It is free to use. Keep the credit link under the frame.

Paste this HTML where the calculator should appear. The frame shows only the calculator, with the credit to Growth Cab inside it.

Cite the calculator

Suggested citation:

Growth Cab (2026). Meeting Show Rate Calculator. Based on the B2B Meeting Show Rate Study, 1,380 booked B2B sales meetings, 2024 to 2026. https://www.growthcab.com/meeting-show-rate-calculator

The data behind it is published under CC BY 4.0: credit Growth Cab when you reuse it.

/ IN PRACTICE

What to Do With the Result

Three ways to put the numbers to work.

  1. Track the share that took place

    It is the headline metric of the study because it does not depend on how no-shows and reschedules were logged. Keep those two in separate fields, then read them together as meetings that did not happen as planned.

  2. Shorten the wait

    Meetings scheduled within 2 days of booking took place 85.4% of the time, against 58.5% for meetings more than 30 days out. Offer slots in the next few working days.

  3. Compare like with like

    If an appointment setting agency books your meetings, ask for held meetings split by days from booking. Then you can set its numbers against these rates, group by group.

Questions about the data or the calculator? Contact Growth Cab.