> ## Documentation Index > Fetch the complete documentation index at: https://docs.1club.ai/llms.txt > Use this file to discover all available pages before exploring further. # Sales analytics > The Sales analytics category - how leads become customers, where they come from, how customers move between contact types, and how many stay month after month. The **Sales** category in **Analytics** follows people from first enquiry to loyal customer. The **Sales Dashboard** shows how your leads turn into customers and which sources bring the ones who buy. The **Customer Lifecycle** report shows where everyone stands today, how contacts moved between types in a period, and how many customers are still with you month after month. Owners and managers use it to judge acquisition and retention. ## When to use it Use it when you want to know whether the gym is winning new customers and keeping them, not just how many people walked in. Typical questions it answers: * **Which lead channel brings people who buy?** - a padel gym reads **Lead Sources** over 90 days and finds ads bring the most new leads, while walk-ins convert more of theirs. * **Do new customers commit to a membership?** - a reformer studio follows the **Lead journey** from enquiry to membership to see how many trial drop-ins go on to take a plan. * **Are lapsed customers coming back?** - a boxing gym reads **Won back** on the lifecycle report and the win-back line on the dashboard after a re-engagement push. * **How many of January's new customers are still here?** - a CrossFit box reads the January row of **Retention by start month**. See [Worked examples](#worked-examples) for how to read each of these. ## How it works Both reports read the history of each contact rather than today's snapshot, so a number reflects what happened in the period you pick. * A **customer** is a contact who is a **Member** or a **Drop-in**. * A **lead** enters the pipeline on the [Leads](/members/leads) board. A lead **converts** on their first paid purchase after entering the pipeline, and becomes a customer. * Every change of contact type (for example Drop-in to Member, or Member to Lapsed) is recorded, and the lifecycle movements are counted from those changes. Both reports are organization-wide, because contacts belong to the organization rather than to one gym location. They ignore the gym selected in the breadcrumb, and the only filter is the date range (default: the last 30 days). ## Sales dashboard Open **Analytics** > **Sales** > **Sales Dashboard**. ### KPI cards * **New customers** - Contacts who became a Member or Drop-in for the first time in the period. Someone who comes back after lapsing, or a Drop-in who takes a membership, is not new. This is the same figure as on the [Members dashboard](/analytics/members#members-dashboard). * **New leads** - Contacts who entered the pipeline in the period. * **Upgrades** - Drop-ins who took a membership in the period. ### Lead journey The **Lead journey** follows one group of people: the leads who entered the pipeline in the period. Each step shows a count and a percentage of the step above. | Step | What it counts | | - | - | | **Entered the pipeline** | Leads who entered the pipeline in the period. | | **Became customers** | Those who have since converted. | | **Took a membership** | Those who have since become a Member, whether they bought a membership straight away or were a Drop-in first. | | **Reached Active** | Those still a customer on the day the **Active** lifecycle tag would apply to them, a set number of days after they bought. | **Reached Active** uses the threshold of the **Active** tag under [Smart tagging](/settings/smart-tagging) (46 days unless you changed it). Members who bought more recently than that are too new to judge: a note under the step says how many, and they are left out of its percentage instead of counting as members who fell away. Below the steps, a line reads **Customers who lapsed in this period and have come back since**, shown as `X of Y` with a percentage. It shows even when no leads entered the pipeline, so a gym that does not use the pipeline still sees its win-backs. ### Lead sources The **Lead Sources** chart shows, for each source, how many of the period's new leads came from it (**New leads**) and how many of those converted (**Converted**). Leads with no source set get their own **No source** bar. ## Customer lifecycle report Open **Analytics** > **Sales** > **Customer Lifecycle**. ### Movement cards Six cards count the period's movements between contact types: | Card | What it counts | | - | - | | **New leads** | Contacts who entered the pipeline in the period. | | **New customers** | Contacts who became a Member or Drop-in for the first time. | | **Upgrades** | Moves from Drop-in to Member. | | **Downgrades** | Moves from Member to Drop-in. | | **Lapsed** | Moves from Member or Drop-in to Lapsed. A customer who becomes Staff is not counted as lapsed. | | **Won back** | Moves back to Member or Drop-in by someone who was a customer before. | **New leads** and **New customers** match the same cards on the Sales dashboard. ### Where contacts stand now These two charts are current counts, so the date range does not change them: * **Contacts by type** - How many contacts are **Contact**, **Leads**, **Drop-ins**, **Members**, and **Lapsed** right now. * **Customers by lifecycle stage** - Your customers by their lifecycle smart tag (Trial, Probation, and Active by default, then Frozen), named and colored as you set them. Customers with none of these tags are counted under **No lifecycle tag**; they are mostly Drop-ins who visit without a plan, or who are still in the pipeline. This chart only appears when the **Lifecycle** smart-tag category is turned on. ### Retention by start month A table groups customers by the month they first became one. The **Customers** column is the size of each group, and the **Month 1**, **Month 2**, and later columns show the share of that group still a customer that many months after they started. Darker cells mean higher retention. The table always covers the 12 months up to the end of the selected range. A cell fills in only once everyone in that group has been a customer for that long, so the most recent rows have fewer filled columns. ## Worked examples **Padel gym measuring lead quality by channel.** A padel gym runs paid ads, takes walk-in enquiries, and has a website contact form. On the **Sales Dashboard** they set the range to **Last 90 days** and read **Lead Sources**: ads bring the most new leads, but walk-ins have the most **Converted** relative to their leads. They shift budget toward a walk-in trial offer. **Reformer studio checking whether trials turn into members.** A studio sells a trial class pack to new enquiries. On the **Lead journey** for the last quarter, **Became customers** is high but **Took a membership** drops sharply, so most trial buyers never commit. They add a follow-up automation for trial buyers and recheck the journey a quarter later. **Boxing gym tracking a win-back push.** After a win-back email to lapsed members in March, the gym opens **Customer Lifecycle** for April and reads **Won back** against **Lapsed**. On the **Sales Dashboard** with the range set to March, the win-back line shows how many of the customers who lapsed in March have come back since. **CrossFit box reading retention.** The owner opens **Customer Lifecycle** with the range ending this month and reads the **Retention by start month** table. The January row shows 80% still customers at **Month 3** but 55% at **Month 6**, so the drop happens between months three and six, which is where they focus check-in calls. ## Tips and best practices * **Set a source on every lead** (forms can do it for you) so **Lead Sources** stays meaningful and the **No source** bar stays small. See [Leads](/members/leads). * **Judge conversion on ranges old enough** for leads to have converted. A range that ended yesterday always looks weak. * **Read Reached Active with its note.** For a recent range, many members are too new to judge, so the percentage covers only the ones old enough. * **Keep the Lifecycle smart tags on** if you want the stage chart. Its thresholds also set when **Reached Active** is judged. ## Troubleshooting | Symptom | Cause | Fix | | - | - | - | | The **Sales** category is missing | Your role lacks `analytics.read.club` or `members.read.organization` | Ask an admin to grant both. See [Roles and permissions](/reference/roles-permissions). | | **New leads** is 0 although the board has leads | The range counts leads that entered the pipeline in that range, not leads sitting in it | Widen the range, or open the [Leads](/members/leads) board for where leads stand now. | | The lead journey is empty | No leads entered the pipeline in the range | Widen the range. The win-back line below still shows. | | Many leads fall under **No source** | Those leads have no source set | Set a source on each lead, or have your forms set one. | | **Reached Active** looks low for a recent range | Members who bought recently are too new to judge | Read the note under the step, or pick an older range. | | **Customers by lifecycle stage** does not appear | The **Lifecycle** smart-tag category is turned off | Turn it on under [Smart tagging](/settings/smart-tagging). | | Recent retention rows have empty cells | Not everyone in that month's group has been a customer long enough yet | This is expected. The cells fill in as the group ages. | | A long-time member never shows as a new customer | They were already a customer before their type history began, for example an imported member | This is expected. Only first moves into Member or Drop-in that 1Club recorded count as new. | ## Related * [Analytics overview](/analytics/overview) - All analytics categories and how the hub works. * [Leads](/members/leads) - The pipeline board, stages, and sources behind the lead journey. * [Members analytics](/analytics/members) - Customer counts, growth, and balances. * [Marketing analytics](/analytics/marketing) - Email delivery, promotion redemptions, and web traffic. * [Smart tagging](/settings/smart-tagging) - The lifecycle tags behind the stage chart and **Reached Active**. * [Member list](/members/member-list) - Members, drop-ins, leads, and lapsed contacts. This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.