The objective of this research was to determine the contribution of cow factors to the probability of successful insemination accounting for the serial number of inseminations in analysis. The investigation was performed with 101 297 insemination records in 51 525 lactations of different cows from 1368 herds obtained from the Dutch milk production recording database. Cows that had a first insemination (AI) between 40 and 150 days post-partum with one or more inseminations (≤6 inseminations) were selected. An insemination was defined successful when not followed by another insemination and when the cow calved between 267 and 295 days after insemination, or when the cow was culled between 135 and 295 days after the last insemination. Breed, parity, days in milk, lactation curve characteristics, milk production traits, moment of AI related to peak milk yield time (before or after peak milk yield), the last calf (female, male, twin or stillbirth) and season of insemination were selected as independent parameters for a model with successful rate of insemination as dependent parameter. A multivariable logistic regression model was used within cow and farm as a random effect. The probability of successful insemination was the highest in the first insemination and decreased in the following inseminations. However, the success rate of all inseminations increased in a later stage of lactation. The improvement in the successful inseminations in a later stage of lactation was better in multiparous cows than in first parity cows. Insemination in summer and before peak milk yield time reduced the success of insemination. The success rate was the lowest in 100% Holstein Friesian cows compared with other breeds and was the highest when the last calf was a female calf compared to a male calf, twin or stillbirth. In conclusion, the success of first and following inseminations depended on parity, breed, season of insemination, last calf status, daily milk yield at insemination date, serial insemination number and days in milk at insemination date.