Understanding Leads and Lead Tracking
Leads represent any client who is potentially interested in becoming a customer of your business. Lead tracking is an incredibly important part of any business and one of the keys to business growth.
Before you start tracking leads in The BOS you should have a basic understanding of the following concepts.
Lead Tracking is not available on all plans. Please contact support if you are unsure.
Lead Stages
As part of your sales process you will move leads through the stages of becoming a customer. When creating a lead you would typically put them in the 'Lead' stage and then they will either be automatically moved into other stages if an appointment is detected, or you might manually move them (EG: to 'Lost' if they are no longer interested in your services). The following stages are available:
| Stage | Description |
| Lead | An interested potential customer. You should follow up with them to book in |
| Booked | A customer who has booked in for an appointment but you haven't seen them yet. |
| Invoiced | The appointment has happened, an invoice was generated, and they are now a 'proper' customer. |
| Cancelled | They booked in but the appointment was cancelled. You should get in touch with them to book another appointment. |
| Lost | They aren't interested in your services and should no longer be followed up. |
Lifecycle of a Lead (dates)
Leads are typically reported on over a period of time. When looking for leads in a date range we can use a few different dates related to the lead such as the lead creation date, the date the appointment was booked, or the date they actually became a customer by getting invoiced.
| Lead Date | Description | Mega Report Row |
| Lead Created | First contact with the business | Additional Leads |
| Lead Booked | Date that lead booked in an appointment (lead converted) | Additional Leads Booked |
| Lead Invoiced | Date appointment occurred and was invoiced (they became a customer) | New Clients |
Example Lead Lifecycle
Monique emails your clinic on 27 February asking if you can treat a specific condition. You take a while to respond and email back on March 1st, she immediately books in but the first available appointment is April 3rd.
This would be recorded as follows:
| New Lead | 27 Feb |
| Booked Leads | 1 March |
| New Clients | 3 April |
Lead Metrics
Amount of lead data tracked will depend on the size of the business and how much they want to track but some important metrics include:
| Metric | Description | Examples |
| Lead Source | Where the leads are coming from | Word of mouth, Google Search, Facebook Ads, Referrals from G.P.s |
| Conversion Rate | Percentage of leads that become customers | 100% of referrals become customers, while 1% of Facebook Ad clicks become customers |
| Sales Person | Employee 'closing the deal', often administration staff in smaller practices and sales team in bigger establishments |
Lifecycle of a Lead
These metrics will usually be measured over a period of time such as "New Leads in April" or "Booked Leads last Week". The most important dates related to each lead are as follows
Example Lead Lifecycle
Monique emails your clinic on 27 February asking if you can treat a specific condition. You take a while to respond and email back on March 1st, she immediately books in but the first available appointment is April 3rd.
This would be recorded as follows: