How To: Read Your Leads Data Analytics

Overview

Leads are potential customers who are interested in your studio’s offerings, but have not made any purchases or registrations. The Analytics > Leads section contains the data report on total number of these leads added to the system as well as the conversion rate of the leads into enrolled members. 

Why Does It Matter?

The Analytics > Leads section gives quick data to the business owner about monthly and annual leads who have entered the system. This data can give insight into a few items. As long as you have set up lead sources and program interests in All Customers > Leads > Settings, the data table can show where the leads are coming from as well as which services customers are interested in. This information can help you make decisions for marketing and budget distribution.

Table Views

This analytics table has two views: Monthly Lead Data and Annual Lead Data, which can be toggled at the top left of the table. Monthly Lead Data will show a month-to-month comparison of lead totals and Annual Lead Data will show a year-to-year comparison of lead totals. You can scroll back as far as 32 months for Monthly Lead Data and four years back for Annual Lead Data.

The number displayed below the month or year is the total number of lead registrations you've had for that month or year.

Click the green plus button to expand the menu and view this total's breakdown by the program interests you set up in All Customers > Leads > Settings > Program Interest.

Click the green plus button on a program interest to see the source of the lead. You may want to create custom sources for better data from All Customers > Leads > Settings > Source.

Only the program interests and sources that potential customers have selected or that you have entered during lead migration will appear in this data table. 

Lead Conversion

This data table shows the conversion rate of your leads, which is the number of leads enrolled out of the total number of registrations that occurred in that month or year.

Click the green plus button to expand the menu and view this conversion rate's breakdown by the program interests you set up in All Customers > Leads > Settings > Program Interest.

Click the green plus button on a program interest to view the statuses of each program interest.

Deleted leads will not be included in the total lead conversion amount, but will be displayed in the status breakdown. Similarly, custom statuses entered in All Customers > Leads > Settings will not affect this conversion rate; only “enrolled” status will affect the rate positively.

Additionally, when a member’s lead status changes to “Enrolled,” the affected conversion rate will be from the month the member opted in as a lead. For example, if a member opted in as a lead in July, and their status changed to “enrolled” in August, the conversion gets applied to July’s data because that is when the member opted in.

FAQs

1. What are leads?

   1. Leads are individuals who have expressed interest in a studio's product and/or service but have not made any purchases or registrations

2. Why don't custom statuses affect the conversion rate?

   1. We aim to present accurate data tables for our users. We only use the “enrolled” status to represent leads who have signed up for an offering in order to indicate a true conversion. Allowing custom statuses to affect conversion rate would skew the data of how many leads became month-to-month customers.

3. Why does the source under program interests say "Not Specified?"

   1. This could be due to four common possibilities:

      • You haven't yet set up other sources in All Customers > Leads > Settings

      • Member selected not specified as “How did you hear about us” answer during opt-in

      • You did not specify a source during lead migration

      • Integration with third parties like Zapier isn’t set up quite right

4. Why is there a "Not Specified" program interest in the table?

   1. This could be due to four common possibilities:

      • Member selected not specified as the program interest during opt-in

      • You haven't yet set up program interests in All Customers > Leads > Settings

      • You did not specify program interest during lead migration

      • Integration with third parties like Zapier isn’t set up quite right