How Lead Conversions Are Calculated

The Leads dashboard shows how many leads have become paying customers. Dash identifies these conversions by matching a parking transaction or subscription to an existing lead, then checking your organization’s Lead Conversion settings.

This guide explains what counts as a conversion and how your settings affect the results. For an overview of the dashboard’s charts and filters, see Leads.

Understanding the numbers

A converted lead is a lead record that Dash has matched to a qualifying parking transaction or subscription.

The conversion total counts converted lead records. It does not count payments or subscriptions. A customer making another payment does not convert the same lead again.

A purchase alone is not enough: there must be a matching lead in Dash.

Conversion rate

The conversion rate expresses converted leads as a percentage of total leads:

Conversion rate = Converted leads ÷ Total leads × 100

For example, the dashboard shown below has 24 leads and 5 converted leads:

5 ÷ 24 × 100 = 20.8%

The Conversions chart also breaks down converted leads by their lead source. The Conv. and Rate columns in the location and email-domain tables show conversion counts and rates for each group.

Check the active dashboard filters when comparing results. The Only converted filter restricts the view to converted leads; leave it off when reviewing converted and unconverted leads together.

How a lead converts

Dash checks for conversions every 10 minutes. A purchase may not appear as a conversion immediately, and its transaction or subscription must first be available in Dash.

For a lead to convert, it must meet these conditions:

1. The purchase type is enabled. Your organization chooses which parking products can convert leads.

2. The buyer matches an existing, unresolved lead. Dash matches by email, or by phone when phone matching is enabled.

3. The lead passes your eligibility filters. Source exclusions and other rules can prevent a matching lead from converting.

4. The timing qualifies. A lead created after the purchase must fall within the configured grace period.

5. The location qualifies. Location settings determine whether a purchase at a different location can convert the lead.

How Dash matches the buyer

Either match is sufficient; both are not required. The lead must still meet the remaining conversion conditions.

For example, someone submits a monthly parking inquiry using a personal email address, then purchases parking using a work email address. If both records have the same phone number and phone matching is enabled, Dash can match the purchase to the lead.

Shared phone numbers can also match different people. Keep this in mind if several customers use the same household or business number.

Lead Conversion settings

Open Settings → Lead Conversion to review your organization’s rules.

These settings determine which matching leads are eligible to convert. They apply to your organization, while dashboard filters control which results you are viewing.

How settings changes affect existing leads

When you change Lead Conversion settings, Dash reviews the past 30 days using the updated rules. Previously unconverted leads that are still open may qualify for conversion.

Changes do not undo existing conversions or reopen closed leads. The updated rules therefore do not recalculate all historical results.

Conversion triggers

Under Products that convert, choose which purchases can convert a lead.

For example, if Monthly is enabled and Transient transactions is disabled, a matching monthly purchase can convert a lead. A transient purchase cannot.

An enabled product still has to satisfy the matching, eligibility, timing, and location rules.

Identity matching

Match leads by phone number adds phone matching alongside email matching.

Enable it to match leads whose purchase uses a different email address, or whose lead record has a phone number but no email. Disable it if shared phone numbers are causing incorrect matches.

When a phone match converts a lead—or closes it because the purchase was at another location—Dash also adds the lead’s email to the buyer’s contact profile if it differs from the buyer’s email.

Timing & location

Purchases at another location

One customer can have separate leads at several locations. Your location settings determine how those leads are counted when the customer purchases parking.

For example, someone submits a lead form at Location A, Location B, and Location C, then purchases parking at Location A:

With other-location closure disabled, this example produces 3 converted leads from 3 lead form submissions, even though only one person purchased parking. With closure enabled and location matching applied, it produces 1 converted lead from 3 lead form submissions.

Each lead must still meet the applicable identity-matching, product, timing, and eligibility requirements.

What the grace period means

The grace period allows for a lead to arrive in Dash after the purchase.

For example, with a 7-day grace period, a lead created 3 days after a qualifying purchase can still convert. A lead created 8 days afterward falls outside that allowance.

The grace period is not a deadline requiring someone to buy parking within 7 days of becoming a lead. It applies in the other direction: how long after the purchase the lead may be created.

Eligibility filters

Eligibility filters narrow which leads can automatically convert.

A source pair combines a lead’s source with its more specific source detail. This lets you distinguish between leads from the same source.

Exclusions always take priority. If a lead matches both an allowed pair and an exclusion, it does not convert. Leads blocked by eligibility filters are also not closed by the other-location closure rule.

Dynamic rules

Dynamic rules provide additional filtering based on a lead field or other information stored with the lead, such as a campaign name or custom form response.

Each rule checks a field against a condition and applies one of two actions:

Conditions can check whether a value equals, contains, starts with, or ends with specified text; belongs to a list; is empty; or matches an advanced text pattern. Text comparisons are case-insensitive.

If any Convert rules exist, a lead must match at least one. A matching Ignore rule always takes priority.

For example, an Ignore rule could exclude leads whose campaign field contains “test.” Those leads would remain excluded even if they matched a Convert rule.

A Convert rule does not create a conversion by itself. The lead still needs a qualifying purchase, an identity match, and the required timing and location conditions.

Rules for Source and Source Details use the stored values, which may differ from the labels displayed in Dash.

Why a conversion may be missing

If a purchase has not produced the conversion you expected, check the following:

A lead closed because of a purchase at another location does not increase the converted-lead total. Likewise, identifying a buyer as someone who previously had a lead does not, by itself, count as a conversion.