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, so you can see conversion rates and revenue attribution by customer type, 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, and rates are measured through yesterday, so today's partial day doesn't drag them down.

Two Rates, Two Questions

• Conversion Rate — the share of customers who bought. A shopper who visits three times before buying is one opportunity and one sale. This is the headline figure.
• Close Rate — the share of appointments that produced a sale. The same shopper is three appointments. Shown as a sublabel under the conversion rate, and as the "Close Rate by Appointment Type" table.

Use conversion rate to judge how well you turn shoppers into buyers, and close rate to judge how productive individual appointment slots are.

Overall Metrics

• Customers, Customers Who Bought, and the Conversion Rate between them
• Total Revenue: order revenue attributed to those appointments, excluding tax
• Average Revenue Per Conversion: total revenue divided by the number of customers who bought

Breakdowns

• Customer Type: conversion rate by the customer's type
• Appointment Type: close rate — which kinds of slot sell
• Staff Member: conversion rate by the staff member assigned to the appointment (falling back to the customer's assigned staff member)
• Referral Source: which referral sources bring in customers who buy. Different spellings of a free-text source collapse into a single row.
• Revenue by Order Staff Member: revenue by the staff member on the order, which may differ from the appointment's staff member
• Over Time: trends by week (for ranges under 90 days) or by month

Filter by appointment type, customer type and staff member.

Revenue Calculation

Revenue attributed to an appointment includes all qualifying orders linked to it, calculated as the order total excluding tax and including any sub-orders. Refunds and adjustments are excluded as non-qualifying order types.

A sale split between staff members is credited by percentage: a 50/50 sale counts as 0.5 orders and half the revenue for each person, shown under Credited Orders. Filtering by a staff member includes sales they were on the split for.

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: 02/09/2026