diff --git a/src/expr/core/src/window_function/kind.rs b/src/expr/core/src/window_function/kind.rs
index 04b320f8ce9f2..25d195c099181 100644
--- a/src/expr/core/src/window_function/kind.rs
+++ b/src/expr/core/src/window_function/kind.rs
@@ -12,6 +12,7 @@
 // See the License for the specific language governing permissions and
 // limitations under the License.
 
+use enum_as_inner::EnumAsInner;
 use parse_display::{Display, FromStr};
 use risingwave_common::bail;
 
@@ -19,7 +20,7 @@ use crate::aggregate::AggKind;
 use crate::Result;
 
 /// Kind of window functions.
-#[derive(Debug, Display, FromStr, Clone, PartialEq, Eq, Hash)]
+#[derive(Debug, Display, FromStr, Clone, PartialEq, Eq, Hash, EnumAsInner)]
 #[display(style = "snake_case")]
 pub enum WindowFuncKind {
     // General-purpose window functions.
@@ -62,7 +63,7 @@ impl WindowFuncKind {
 }
 
 impl WindowFuncKind {
-    pub fn is_rank(&self) -> bool {
+    pub fn is_numbering(&self) -> bool {
         matches!(self, Self::RowNumber | Self::Rank | Self::DenseRank)
     }
 }
diff --git a/src/frontend/src/optimizer/plan_node/logical_over_window.rs b/src/frontend/src/optimizer/plan_node/logical_over_window.rs
index 7a81b164fbafe..c75104643beac 100644
--- a/src/frontend/src/optimizer/plan_node/logical_over_window.rs
+++ b/src/frontend/src/optimizer/plan_node/logical_over_window.rs
@@ -278,7 +278,7 @@ impl LogicalOverWindow {
         let rewritten_selected_items = over_window_builder.rewrite_selected_items(select_exprs)?;
 
         for window_func in &window_functions {
-            if window_func.kind.is_rank() && window_func.order_by.sort_exprs.is_empty() {
+            if window_func.kind.is_numbering() && window_func.order_by.sort_exprs.is_empty() {
                 return Err(ErrorCode::InvalidInputSyntax(format!(
                     "window rank function without order by: {:?}",
                     window_func
diff --git a/src/frontend/src/optimizer/rule/over_window_split_rule.rs b/src/frontend/src/optimizer/rule/over_window_split_rule.rs
index b8114f85302ca..85510a5ff9746 100644
--- a/src/frontend/src/optimizer/rule/over_window_split_rule.rs
+++ b/src/frontend/src/optimizer/rule/over_window_split_rule.rs
@@ -36,7 +36,7 @@ impl Rule for OverWindowSplitRule {
             .iter()
             .enumerate()
             .map(|(idx, func)| {
-                let func_seq = if func.kind.is_rank() {
+                let func_seq = if func.kind.is_numbering() {
                     rank_func_seq += 1;
                     rank_func_seq
                 } else {
diff --git a/src/frontend/src/optimizer/rule/over_window_to_topn_rule.rs b/src/frontend/src/optimizer/rule/over_window_to_topn_rule.rs
index 76fbb649038a6..10ab630a64e3a 100644
--- a/src/frontend/src/optimizer/rule/over_window_to_topn_rule.rs
+++ b/src/frontend/src/optimizer/rule/over_window_to_topn_rule.rs
@@ -70,7 +70,7 @@ impl Rule for OverWindowToTopNRule {
             return None;
         }
         let window_func = &over_window.window_functions()[0];
-        if !window_func.kind.is_rank() {
+        if !window_func.kind.is_numbering() {
             // Only rank functions can be converted to TopN.
             return None;
         }
diff --git a/src/stream/src/executor/over_window/general.rs b/src/stream/src/executor/over_window/general.rs
index 1a5073b6e9546..16bc8065f2a00 100644
--- a/src/stream/src/executor/over_window/general.rs
+++ b/src/stream/src/executor/over_window/general.rs
@@ -152,6 +152,11 @@ pub(super) struct Calls {
     pub(super) end_is_unbounded: bool,
     /// Deduplicated indices of all arguments of all calls.
     pub(super) all_arg_indices: Vec<usize>,
+
+    // TODO(rc): The following flags are used to optimize for `row_number`, `rank` and `dense_rank`.
+    // We should try our best to remove these flags while maintaining the performance in the future.
+    pub(super) numbering_only: bool,
+    pub(super) has_rank: bool,
 }
 
 impl Calls {
@@ -180,6 +185,9 @@ impl Calls {
             .dedup()
             .collect();
 
+        let numbering_only = calls.iter().all(|call| call.kind.is_numbering());
+        let has_rank = calls.iter().any(|call| call.kind.is_rank());
+
         Self {
             calls,
             super_rows_frame_bounds,
@@ -187,6 +195,8 @@ impl Calls {
             start_is_unbounded,
             end_is_unbounded,
             all_arg_indices,
+            numbering_only,
+            has_rank,
         }
     }
 
diff --git a/src/stream/src/executor/over_window/over_partition.rs b/src/stream/src/executor/over_window/over_partition.rs
index 93f17703f3073..c2f8ea895dccb 100644
--- a/src/stream/src/executor/over_window/over_partition.rs
+++ b/src/stream/src/executor/over_window/over_partition.rs
@@ -395,8 +395,10 @@ impl<'a, S: StateStore> OverPartition<'a, S> {
         BTreeMap<StateKey, Record<OwnedRow>>,
         Option<RangeInclusive<StateKey>>,
     )> {
-        let input_schema_len = table.get_data_types().len() - self.calls.len();
         let calls = self.calls;
+        let input_schema_len = table.get_data_types().len() - calls.len();
+        let numbering_only = calls.numbering_only;
+        let has_rank = calls.has_rank;
 
         // return values
         let mut part_changes = BTreeMap::new();
@@ -413,6 +415,7 @@ impl<'a, S: StateStore> OverPartition<'a, S> {
 
         let snapshot = part_with_delta.snapshot();
         let delta = part_with_delta.delta();
+        let last_delta_key = delta.last_key_value().map(|(k, _)| k.as_normal_expect());
 
         // Generate delete changes first, because deletes are skipped during iteration over
         // `part_with_delta` in the next step.
@@ -442,6 +445,8 @@ impl<'a, S: StateStore> OverPartition<'a, S> {
             assert!(last_curr_key.is_normal());
             assert!(last_frame_end.is_normal());
 
+            let last_delta_key = last_delta_key.unwrap();
+
             if let Some(accessed_range) = accessed_range.as_mut() {
                 let min_start = first_frame_start
                     .as_normal_expect()
@@ -504,12 +509,28 @@ impl<'a, S: StateStore> OverPartition<'a, S> {
                 let (key, row) = curr_key_cursor
                     .key_value()
                     .expect("cursor must be valid until `last_curr_key`");
+                let mut should_continue = true;
+
                 let output = states.slide_no_evict_hint()?;
                 compute_count += 1;
 
                 let old_output = &row.as_inner()[input_schema_len..];
                 if !old_output.is_empty() && old_output == output {
                     same_output_count += 1;
+
+                    if numbering_only {
+                        if has_rank {
+                            // It's possible that an `Insert` doesn't affect it's ties but affects
+                            // all the following rows, so we need to check the `order_key`.
+                            if key.as_normal_expect().order_key > last_delta_key.order_key {
+                                // there won't be any more changes after this point, we can stop early
+                                should_continue = false;
+                            }
+                        } else if key.as_normal_expect() >= last_delta_key {
+                            // there won't be any more changes after this point, we can stop early
+                            should_continue = false;
+                        }
+                    }
                 }
 
                 let new_row = OwnedRow::new(
@@ -542,7 +563,7 @@ impl<'a, S: StateStore> OverPartition<'a, S> {
 
                 curr_key_cursor.move_next();
 
-                key != last_curr_key
+                should_continue && key != last_curr_key
             } {}
         }