How to Calculate STR When You’re Still Buying Domain Names

A domain portfolio sell through rate (STR) may be a vanity number that holds little importance to most people. The STR is the percentage of domain names that are sold, and it is usually calculated on an annual basis.

Someone who doesn’t rely on domain name sales for their income might have a very small STR, but someone who sells their domain name for a living might have a high STR. Depending the business needs, a good target STR can vary from person to person.

If a domain investor owns 1,000 domain names and she sells 50 of them in a year, her sell through rate is 5%. That’s a pretty easy calculation to make. However, calculating STR can be challenging for someone who is in acquisition mode. If someone starts the year with 2,000 domain names, sells 150 domain names in the year, and ends the year with 2,500 domain names, the STR is more difficult to calculate. Last week, I asked how people would go about calculating their STR based on this scenario:

There were a number of helpful responses to my question. One I want to highlight today is from Squadhelp founder Darpan Munjal. Darpan gave the two step calculation for figuring out an annualized STR:

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. I don’t do ROI or STR. Domain Percentages is just for show IMO. Dollars and cents is all that matters in the end. But domain portfolio STR average should be 2-3% in the domain Industry IMO. 1-2% is too low. Again, just my opinion.

  2. I wouldn’t call it a vanity number. If you’re a large portfolio holder and your model is selling lots of domains, STR is one of your most critical metrics. Finding a way to nudge it up could have a big impact on your bottom line.

  3. Why do you comment on every post, with essentially the same message every single time?

    You hand reg’ your domains, and sometimes you book sales. Great – we get it.

  4. @Andrew If you own quality .Com domains instead of quantity, STR is less important. Your domains should sell themselves eventually anyway.IMO
    But I could see a very large domain portfolio benefiting from STR.

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