First Attempt Delivery Rate – What is it? How to improve it?

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Updated on: March 3, 2026

Reading Time: 4 minutes

TL;DR: First Attempt Delivery Rate (FADR) measures the percentage of packages successfully delivered on the first try, with companies targeting >90% rates to avoid costly redeliveries and maintain customer satisfaction. Failed deliveries can double delivery costs and damage brand reputation, making accurate route planning essential. Route optimization tools like Zeo Route Planner address this with AI-powered route optimization and real-time GPS tracking, helping delivery teams save 2+ hours daily.

Successful last-mile deliveries are not an easy feat. Different cogs of the wheel have to move in tandem for an e-commerce business to operate smoothly.

From accurately processing the orders to ensuring sufficient levels of inventory to packaging and shipping the orders to final delivery – every function has a crucial role to play. However, for delivery to be considered a success, the package has to reach the customer’s hands on the first attempt. First Attempt Delivery Rate (FADR) is a critical metric for any e-commerce or courier business.

In this blog, we’ll explain what the first attempt delivery rate is, why it is important, what are the consequences of failed deliveries and how businesses can improve FADR.

What is the First Attempt Delivery Rate (FADR)?

First Attempt Delivery Rate (FADR) refers to the percentage of shipments or deliveries that are successfully delivered on the first attempt, without requiring additional delivery attempts. It’s an important key performance indicator (KPI) used to measure the efficiency of the delivery process.

FADR = (Number of deliveries delivered on the first attempt / Total number of deliveries) * 100

Let’s say a courier company made 100 delivery attempts in a day. Out of those, they delivered 85 packages on the
first attempt. To calculate the First Attempt Delivery Rate:

FADR = (85 / 100) * 100 = 85%

In this example, the First Attempt Delivery Rate is 85%, which means that 85% of the packages were delivered on the first attempt.

Companies try to maintain an FADR of >90%. FADR of >95% is considered excellent as of 2026.

Why is FADR important?

The higher the FADR, the more efficient the delivery process is. Maintaining a high FADR is also important for the below-mentioned reasons:

To Maintain Brand Reputation

A business that makes on-time deliveries on the first attempt is considered reliable by the customers. Customers who have a positive experience help by sharing it with their network. Word of mouth creates and maintains the brand reputation.

Customer Retention

Successful deliveries on the first attempt build customer trust and loyalty. If the customer is satisfied with the experience they’ll stick with you rather than explore other alternatives.

Read more: 9 Best Customer Retention Strategies For Delivery Businesses

To Stay Competitive

An excellent delivery experience can be a differentiating factor between you and your competition. With the rise of e-commerce businesses, every industry has become more competitive. Customers can conveniently switch to your competitors in case of a less-than-satisfactory experience.

The Hidden Costs of Failed Deliveries

According to the U.S. Bureau of Transportation Statistics, failed deliveries cost the logistics industry billions annually in additional expenses. Understanding these costs helps businesses prioritize improving their FADR.

What happens when a delivery is missed?

Let’s have a look at the consequences of missed deliveries:

The Additional Cost of Redelivery

When a delivery driver is unable to deliver on the first attempt, your business has to incur the cost of delivering again. That means spending on fuel and other resources twice or thrice to make a single delivery. It directly impacts the profitability of the business.

Inventory Management

When a package comes back due to failed delivery, it has to be accounted for in the inventory management system. The undelivered packages also occupy the storage space.

Poor Customer Experience

Customers eagerly wait for their deliveries and missed deliveries lead to customers feeling frustrated. Attempting redelivery would mean coordinating with the customer again to ensure the package is delivered on the second attempt.

Lost Revenue and Returns

Failed deliveries often lead to order cancellations, especially for time-sensitive items. Research from the U.S. Census Bureau’s Retail Trade Survey shows that customer satisfaction directly correlates with repeat purchase behavior, making first-attempt success crucial for long-term revenue.

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What are the reasons behind failed deliveries?

A low FADR indicates potential issues in the delivery process. It could be due to multiple reasons:

• The customer is unavailable at the time of delivery.
• The customer’s address or phone number is not correct.
• The delivery driver was stuck in unforeseen traffic conditions.
• Shortage of delivery drivers or vehicles.
• The delivery driver didn’t have proper knowledge of the routes.
• Poor route sequencing leading to missed time windows.
• Inadequate communication about delivery schedules.
• Weather-related delays that weren’t accounted for in planning.

Data-Driven Strategies to Improve FADR

Improving FADR requires a systematic approach that addresses the root causes of failed deliveries. Here are proven strategies that work:

How to improve FADR?

Once the root cause behind low FADR is identified, it can be improved in the following ways:

Use route optimization software

Route optimization software like Zeo Route Planner enables you to plan the most efficient routes for faster deliveries. It helps in calculating accurate ETA which can be communicated to the customer. The driver can easily follow the optimized sequence created by the route planner to reach the customer on time.

Jump on a quick demo call and make Zeo a partner in your deliveries!

Let customers choose their preferred time slots

Most e-commerce businesses provide customers the option to choose from multiple delivery time slots. The customer can choose the time window that suits them best to ensure their availability at the time of delivery. You can update the time slot in the route planner so that it’s taken into account while planning the route.

Communicate with customers

Keep the customer in the loop about the progress of their delivery via texts, emails, and notifications. Also, share the live tracking link with the customer so that they can be prepared to receive the order. Zeo lets you send customized messages to the customers along with tracking link right from the app itself.

Read more: Revolutionize Customer Communication with Zeo’s Direct Messaging Feature

Track the progress of the delivery

As a fleet manager, you can keep track of the progress of deliveries from the dashboard. If the deliveries are being delayed, you can contact the drivers to identify the bottlenecks and resolve them asap.

Implement Address Validation Systems

Incorrect addresses are one of the leading causes of failed deliveries. Using address validation tools during the order process helps ensure accurate delivery information from the start.

Optimize Driver Training

Well-trained drivers who understand local routes, customer communication protocols, and problem-solving techniques are more likely to complete deliveries successfully on the first attempt.

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Measuring and Monitoring FADR Performance

Tracking FADR effectively requires consistent measurement and analysis. Set up weekly and monthly reporting to identify trends and seasonal patterns. Compare performance across different routes, drivers, and time periods to pinpoint areas for improvement.

Benchmark your FADR against industry standards regularly. As of 2026, leading delivery companies maintain FADR rates above 93%, with top performers achieving 97% or higher through advanced planning and communication systems.

Conclusion

First attempt delivery rate is a metric that should be a top priority for any business that involves last-mile deliveries. It is important to maintain a high FADR for the long-term success of the business. Follow the simple yet effective strategies mentioned in this blog to provide an exceptional delivery experience to your customers!

Frequently Asked Questions

How do you calculate first attempt delivery rate?

First Attempt Delivery Rate is calculated by dividing the number of packages successfully delivered on the first attempt by the total number of delivery attempts, then multiplying by 100. For example, if you deliver 92 packages successfully out of 100 attempts, your FADR is 92%.

What causes most failed first-attempt deliveries?

The primary causes include customer unavailability (accounting for about 60% of failures), incorrect addresses, traffic delays, and poor route planning. Weather conditions and inadequate communication about delivery windows also contribute significantly to failed attempts.

What is considered a good first attempt delivery rate in 2026?

As of 2026, a good FADR is above 90%, while excellent performance is considered 95% or higher. Leading e-commerce and logistics companies typically maintain rates between 93-97% through optimized routing and proactive customer communication.

How much do failed deliveries cost businesses?

Failed deliveries typically cost 2-3 times the original delivery expense when factoring in redelivery attempts, additional fuel, driver time, and storage costs. For high-volume businesses, this can translate to thousands of dollars in extra expenses monthly, plus potential lost revenue from customer dissatisfaction.

Can route optimization software improve first attempt delivery rates?

Yes, route optimization software significantly improves FADR by creating efficient delivery sequences and providing accurate ETAs for customer communication. Zeo Route Planner’s AI-powered route optimization and live ETA updates help delivery teams maintain higher success rates while saving 2+ hours daily on planning and execution.