Leads Conversions Report

Modified on Wed, 29 Jul at 1:36 PM

The Leads Conversions Report provides a detailed view of leads that have successfully converted into clients and generated business for your company. It helps you evaluate lead quality by tracking and displaying key performance metrics, including:

Conversion Timing: Exactly when each lead officially converted into a client
Visit Frequency: How often the converted clients return for visits or appointments
Estimated Customer Lifetime: The projected duration of time the client will remain with your business
Lifetime Value (LTV): The total financial value and revenue generated by the client over their entire relationship with your company

Things to know:

This report is available only if you have the Lead Management module active and the Accessing Reports permission enabled. To add the Lead Management module to your account, please contact your Account Manager or reach out to our team at support@mytime.com.
The report includes:
Leads converted to clients by booking an appointment.
Leads converted when an appointment is completed, if the hidden setting is enabled.
Clients who were manually converted, even if they have not booked an appointment.
To ensure reporting accuracy, converted leads who have no completed tickets are automatically excluded from this report.
Revenue displayed includes all item types, such as services, products, memberships, packages, and more
Sales tax, tips, and voided tickets are excluded from revenue calculations
The footer automatically displays the exact averages for your clients' yearly visit frequency, lifetime years, and total estimated lifetime value (LTV).
For franchise businesses with the global client database enabled, you will see client details across all franchise locations.
To calculate Customer Lifetime (years), the system first determines your Annual Churn Rate—the percentage of customers who visited in their first year but did not return in their second year. It then applies the following rules to ensure the projected customer lifetime remains realistic:
Insufficient Data: If fewer than 100 eligible clients are available, the system uses a default Customer Lifetime of 3.0 years.
Perfect Retention: If the calculated Customer Lifetime exceeds 20 years, it is capped at 20 years.
High Turnover: If the calculated Customer Lifetime is less than 0.5 years (for example, due to a very high churn rate), it is capped at 0.5 years.
New Businesses: If there is insufficient historical data to calculate an Annual Churn Rate, the system uses a default Customer Lifetime of 3.0 years.
The Lead Source column shows where the lead originally came from. This value is taken directly from the lead profile at the moment it is converted. It does not change based on how the client was created during conversion. Example: A lead was originally created with the source “Added by Staff.” Later, that lead is converted into a client through Online Booking – Express Checkout.
In the report:
The Lead Source column will still show “Added by Staff,” because that is how the lead was first captured.
On the newly created client profile:
You will see the original Lead Source (e.g., Added by Staff)
And you will also see the Client Source (e.g., Online Booking – Express Checkout). This helps show both where the lead came from originally and how the client was created at the time of conversion.

The report can only be exported in Summary View, which consolidates data by category such as location, staff member, or service type. This view is ideal for high-level analysis, allowing you to review total revenue and overall performance metrics without displaying individual transactions.

To access this report:

Navigate to Dashboard
Select the Reports tab
Under the Clients section, select the Leads Conversions report
When the report opens, you can filter the data by the lead creation date. After selecting your desired date range, click the 'Update' button to generate the corresponding data.

Report Filters

Filter	Description
Converted Date	Filters leads based on the date they were converted to clients
Lead Source	Filters leads by the source from which they were acquired

Report Columns

Column	Description
Creation Date	The date when the lead was first created
Client	The name of the client
Lead Source	The source from which the lead was acquired
Conversion Date	The date when the lead was converted into a client
Converted By	Indicates whether the conversion was done manually or through a booking
Tickets #	Total number of closed tickets associated with the client
Average Revenue Per Visit (ARPV)	Average Visit Frequency per Year estimates how often a client visits your business each year based on their completed ticket history. The calculation varies depending on how long the client has been with your business. New Clients (Less than 30 days) Formula: Visits × (365 ÷ 30) Example: A client has completed 2 visits within their first 15 days. 2 × (365 ÷ 30) = 24.3 visits per year Existing Clients (30 days to less than 1 year) Formula: Visits × (365 ÷ Days as Client) Example: A client has completed 8 visits over 120 days. 8 × (365 ÷ 120) = 24.3 visits per year Established Clients (1 year or more) Formula: Total Visits ÷ (Years as Client) Example: A client has completed 45 visits over 2 years and 3 months. 45 ÷ (2 + 3 ÷ 12) = 20.0 visits per year Note: The value is displayed to one decimal place. This rounded value is also used when calculating Lifetime Value.
Average Visit Frequency per Year	The average number of visits per year, based on closed ticket history. The calculation is different based on the client's tenure. New Clients (Tenure less than 30 days) Calculation: Visits × (365 ÷ 30) Example: If the client had 2 visits within 15 days, the calculation would be 2 × (365 ÷ 30) = 24.34 Existing Clients (Tenure less than or equal to 30 days to 1 year) Calculation: Visits × (365 ÷ Days as Client) Example: If the client had 8 visits and has been a client with business for 120 days, the calculation would be 8 × (365 ÷ 120 ) = 24.32 Established Clients (Tenure greater than or equal to 1 year) Calculation: Total Visits ÷ (Years + Months ÷ 12) Example: If the client had 45 visits in 2 years and 3 months, the calculation would be 45 ÷ (2 + 3 ÷ 12) = 20
Customer Lifetime (years)	Customer Lifetime (years) represents the average number of years a customer is expected to remain active with your business. This company-wide value is derived from your business's annual churn rate and is used to estimate Lifetime Value for every converted lead in the report. Formula Customer Lifetime = 1 ÷ Annual Churn Rate Key Details Consistent across reports: This report uses the same Customer Lifetime value and calculation method as the Client Lifetime Value report, ensuring both reports produce consistent Lifetime Value estimates. Franchise accounts: For businesses with a global client database enabled, the Customer Lifetime value is calculated using customer data across the entire franchise. Parent and child locations will therefore see the same Customer Lifetime and Lifetime Value calculations for converted leads. Default value: If there isn't enough historical data to calculate Customer Lifetime, a default value of 3.0 years is used.
Lifetime Value	Lifetime Value (LTV) The Lifetime Value (LTV) estimates the total value a client is expected to generate over their lifetime. Formula Lifetime Value = Total Spend to Date + (Average Revenue Per Visit × Average Visit Frequency per Year × Customer Lifetime). Example: A client has the following profile: Total Spend to Date: $480 Average Revenue Per Visit (ARPV): $40 Average Visit Frequency per Year (AVF): 12.0 Customer Lifetime (years): 3 LTV = $480 + ($40 × 12.0 × 3) LTV = $480 + $1,440 LTV = $1,920

For more information, contact us at support@mytime.com or (385) 233-6964.

Related Articles:

Leads Conversions Report

Report Filters

Report Columns

New Clients (Tenure less than 30 days)

Existing Clients (Tenure less than or equal to 30 days to 1 year)

Established Clients (Tenure greater than or equal to 1 year)