Use the dashboard to understand:
- How many leads are being generated
- How effectively leads progress to tours
- How lead and tour activity compares with new membership sales
- How quickly leads and tours convert
- Which clubs, salespeople, lead types, and lead sources perform best
- Cost per lead, cost per acquisition, and average new-member dues
- Performance over time and against goals
The dashboard is available for accounts using Engage Pro and requires the Easalytics Lead Conversion integration. Contact sales@easalytics.com for information about enabling it.
Dashboard Sections
Leads
The Leads tab allows you to compare lead generation, lead-to-tour activity, new membership sales, conversion timing, dues, and acquisition costs across the selected View By dimension.
Available View By options include Club, Primary Club Group, Secondary Club Group, Current Club Age, Lead Type, Lead Source, Join Source, Salesperson, Gender, Age Group, Generation, Guest Pass, Had a Tour, Referred Leads, and combinations of these attributes.
The Leads Data Table tab displays the data in a tabular format for more detailed review and export to Excel.
Tours
The Tours tab analyzes tours given during the selected period and measures how many of those tours resulted in a new membership within the selected Tour Target Days to Conversion.
The Tours Data Table tab displays the Tours analysis in a tabular format for detailed review and export to Excel.
Lead Details
The Lead Details tab provides lead-level information for the individual person, including available lead, tour, guest pass, salesperson, and if applicable, join source, and membership details.
Use the "Metric in Date Range" selector to filter the individuals: New Lead, New Member, Guest Pass, Tour, or All. Use the filters on the right panel to narrow the list further.
Trends
The Trends tab displays a selected lead, tour, conversion, dues, or marketing metric over time.
The Trend Compare tab compares two selected metrics on the same visualization to help identify related changes and performance patterns.
The Trends Data Table tab displays the trend results in a tabular format for review and export.
Goals
The Goals tab compares lead and new-member results with prorated goals by Club, Primary Club Group, or Secondary Club Group.
The Goals Data Table tab displays goal performance in a tabular format for review and export.
Understanding the Date Logic
The dashboard contains several related metrics, but they are not all based on the same event date:
- New Leads are included based on the date the lead was created.
- Tours from New Leads within Target Days starts with leads created during the selected period and determines whether they had a qualifying tour.
- New Members are included based on the date they first became a member.
- Tours Given are included based on the date of the tour.
This means Lead Conversion Rate is a period-based comparison, not a strict cohort conversion rate. A person counted as a New Member may have originally become a lead before the selected reporting period.
Leads Metrics
New Leads
The number of leads created in Engage Pro during the selected date range.
Tours from New Leads within Target Days
The number of New Leads that had at least one recorded tour within the number of days entered in Lead Target Days to Tour. The selected dates identify the lead population, while the target-day setting determines whether each lead had a qualifying tour.
Lead-to-Tour Conversion
The percentage of New Leads that had a qualifying tour: Tours from New Leads within Target Days ÷ New Leads. Changing Lead Target Days to Tour affects this metric and Tours from New Leads within Target Days. It does not change the other Leads metrics.
New Members
The number of first-time members whose membership began during the selected date range.
Lead Conversion Rate
A period-based comparison of New Members with New Leads: New Members ÷ New Leads. This metric compares membership starts and lead creation during the same reporting period. It does not require every New Member in the numerator to have first become a lead during that period.
Avg Days to Conversion
For New Members in the selected period, the average number of days between the original lead-created date and the first membership date.
Avg New Dues
The average monthly recurring dues amount for qualifying New Members with recurring billing.
Marketing Spend
Marketing Spend values are entered or uploaded by an administrator for the selected clubs and months. See Leads Marketing Spend Admin support article for more info. The monthly Marketing Spend is allocated into daily amounts based on the number of days in each month. This allows partial-month date ranges to include the corresponding portion of the monthly spend.
Cost per Lead
The Marketing Spend for the selected period divided by New Leads: Marketing Spend ÷ New Leads
Cost per Acquisition
The Marketing Spend for the selected period divided by New Members: Marketing Spend ÷ New Members
Tours Metrics
Tours Given
The number of tours given during the selected date range. This measure is not affected by Tour Target Days to Conversion.
Tour Target Days to Conversion
The number of days after a tour during which a resulting membership can be credited to that tour. For example, a value of 30 gives the tour credit when the person becomes a member within 30 days after the tour.
New Members from Tours within Target Days
Of tours given during the selected period, the count that resulted in a new membership within the Tour Target Days to Conversion. The membership may begin after the end of the selected reporting period as long as it falls within the qualifying conversion window.
Tour Conversion Rate
The percentage of Tours Given that resulted in a membership within the target window: New Members from Tours within Target Days ÷ Tours Given.
% of New Members from Tours
Compares memberships attributed to tours from the selected tour period with New Members whose membership date is in the selected period: New Members from Tours within Target Days ÷ New Members. Because the converted-tour measure can look beyond the end of the reporting period, this percentage can exceed 100%.
Avg Days from Tour to Conversion
For qualifying converted tours, the average number of days between the tour date and the first membership date.
Dashboard Controls
View By
Changes the dimension used to organize the analysis, such as Club, Club Group, Salesperson, Lead Type, or Lead Source.
Lead Target Days to Tour
Sets the number of days after lead creation during which a tour qualifies for the Lead-to-Tour measures.
This setting affects only:
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Tours from New Leads within Target Days
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Lead-to-Tour Conversion
Lead Source Exclusion
This setting is a predefined cleanup rule that removes specific source values from the lead population before lead metrics are calculated. The dashboard initially selects Exclude DataTrak EAE, repstorelaxation, which is intended to exclude leads associated with those two Lead Source values. Select Include All to include leads from every Lead Source.
Member Count Exclusion
Controls whether membership types configured for exclusion from member counts are included in New Members and related member-based measures. This setting does not change New Leads or the Lead-to-Tour measures.
Had a Tour
Limit the analysis based on whether the lead has a recorded tour.
Additional Filters
Use the filter panel to narrow the results by available dimensions, including:
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Quick Dates or a custom date range
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Club
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Current Club Age Group
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Lead Type
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Lead Source
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Referred Leads
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Guest Pass
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Salesperson
Filters apply across the relevant metrics and visualizations on the selected tab.
Lead and New Member Goals
Monthly New Member Goals are entered or uploaded through the Goals Admin area. See Goals Administration support article for more info. Like Marketing Spend, monthly goals are allocated into daily values so partial-month reporting periods receive a prorated goal.
The Lead Goal % of Member Goal setting calculates the Lead Goal from the New Member Goal. For example: A club with a New Member Goal of 50 and a Lead Goal setting of 200% would have a Lead Goal of 100.