Sales Conversion Tracking

How the system determines whether appointments lead to sales, and how the Conversion Tracking Report works.

Overview

Sales conversion tracking measures how effectively appointments lead to orders. It connects orders to the appointments that influenced them, allowing you to see conversion rates and revenue attribution by appointment type, staff member, and referral source.

Conversion tracking is opt-in per appointment type. To enable it, turn on Track Conversions in the appointment type settings.

What Counts as a "Conversion"?

An appointment is marked as a conversion ("Resulted in Sale") when it has at least one qualifying order attributed to it.

Qualifying Orders

An order qualifies for conversion tracking if all of the following are true:

• The order status is not Draft or Cancelled
• The order type is not a Refund or Adjustment
• The order was not created automatically to capture an appointment fee

The order does NOT need to be in "Complete" status to count. Any active order status (e.g., Ordered, Arrived, Work in Progress, etc.) qualifies as a conversion. The only statuses that are excluded are Draft and Cancelled.

Qualifying Appointments

An appointment is eligible for conversion tracking if:

• The appointment type has Track Conversions enabled
• The appointment status is Confirmed

How Orders Are Attributed to Appointments

When an order is placed, the system automatically determines which appointment (if any) should get credit for the sale. It looks at all of the customer's appointments that have conversion tracking enabled, then uses the order's date to find the best match.

Attribution Priority

The system checks in this order, stopping as soon as it finds a match:

1. Same day (highest priority): An appointment on the exact same date as the order.
2. Within one day: An appointment within +/- 1 day of the order, to account for backdating or minor date differences. If multiple appointments fall in this window, the closest one wins.
3. Within 90 days before (lowest priority): The most recent appointment that occurred up to 90 days before the order was placed. This captures orders placed after some consideration time. However, this only applies if there are no other qualifying appointments between that appointment and the order date, ensuring the attribution goes to the appointment most directly connected to the purchase.

If no qualifying appointment is found through any of these rules, the order is not attributed to any appointment.

Inventory Item Type Filtering

If the appointment type's conversion settings specify particular inventory item types (e.g., only Gowns), then only orders matching those item types will be attributed and counted as conversions for that appointment type. This allows you to track, for example, whether bridal appointments lead specifically to gown sales rather than counting accessory purchases.

The Conversion Tracking Report

The report shows conversion metrics for a selected date range. It only includes appointments that have already occurred (future appointments are excluded even if they fall within the date range).

Overall Metrics

• Total Appointments: Number of qualifying appointments in the date range
• Converted Appointments: Number of those appointments that resulted in at least one sale
• Conversion Rate: Percentage of appointments that converted
• Total Revenue: Sum of order revenue attributed to those appointments (excluding tax)
• Average Revenue Per Conversion: Total revenue divided by the number of converted appointments

Breakdowns

The report provides conversion metrics grouped by:

• Appointment Type: See which types of appointments convert best
• Staff Member: See conversion rates by the staff member assigned to the appointment (falls back to the customer's assigned staff member if the appointment has no staff assigned)
• Referral Source: See which referral sources drive the most conversions
• Revenue by Order Staff Member: See revenue broken down by the staff member on the order (which may differ from the appointment staff member)
• Over Time: Conversion trends over weeks (for date ranges under 90 days) or months (for longer ranges)

Revenue Calculation

Revenue attributed to an appointment includes all qualifying orders linked to it. Revenue is calculated as the order total excluding tax, including any sub-orders (but excluding refunds and adjustments, which are filtered out as non-qualifying order types).

Frequently Asked Questions

Q: Does the order have to be "Complete" to count as a conversion?

No. Any order that is not in Draft or Cancelled status counts. Orders in statuses like Ordered, Arrived, Work in Progress, or any other active status all count as conversions.

Q: What if a customer has multiple appointments?

Each order is attributed to a single appointment based on the priority rules described above. Multiple orders can be attributed to the same appointment.

Q: What if I backdate an order?

The system uses the order's date of sale for attribution. The +/- 1 day window helps account for minor date differences between the appointment and order entry.

Q: Do refunds affect conversion tracking?

Refunds and adjustments are excluded from conversion tracking entirely. They are not counted as conversions, and they do not remove a conversion that was already counted from the original order.

Q: Can I control which item types count as conversions?

Yes. In the appointment type's conversion settings, you can specify which inventory item types should count. If left empty, all item types count.

Q: I just turned on conversion tracking — why don't I see data for past appointments?

Conversion tracking is not fully retroactive. The system recalculates attribution whenever an order or appointment is saved, so existing orders will pick up attribution if they or their related appointments are edited after the setting is enabled. However, orders and appointments that are never touched again will not have attribution data. This is a known system limitation — for the most accurate results, we recommend enabling conversion tracking as early as possible. You'll see the most complete data for new activity going forward.

Q: Why don't I see future appointments in the report?

The report only includes appointments that have already occurred. This prevents inflating the "total appointments" count with appointments that haven't had a chance to convert yet.

Updated on: 13/04/2026