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Measurement · 30 July 2026 · 3 min read

A rate with no denominator is not zero

The smallest decision in the product, and the one most likely to get somebody penalised for work they never had.

A call centre is assigned no orders in a month. What is their confirm rate?

The arithmetic says zero divided by zero. Most dashboards say 0%, because a chart wants a number and zero is a number. And 0% in a confirm-rate column reads as total failure — to a seller choosing who to hire, and to an SLA check that does not know the difference.

So a centre that did nothing wrong, because it was given nothing to do, is shown as the worst performer on the platform, and may be put on probation for it.

Blank is the honest answer

The correct value is not zero. It is nothing — the question does not apply. Every KPI in this product returns null when its denominator is zero, every screen renders that as an em dash, and the SLA check skips a centre with no denominator rather than failing it.

It is three lines of code and it is one of the most consequential decisions in the system, because the alternative is a measurement that silently becomes an accusation.

The same rule, everywhere

It holds for a seller with no shipped orders and therefore no refusal rate. For an agent with no calls and therefore no confirm rate. For a month not yet begun. Any time the question cannot be asked, the answer is a dash — never a zero that looks like an answer.


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Stop shipping to people who never said yes.