> ## Documentation Index
> Fetch the complete documentation index at: https://docs.degreewellness.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversion (tile)

> The green KPI tile. Click to expand Conversion Breakdown, WELS / NCFs, Member Mix, and Membership Breakdown.

## The tile

**Conversion %** — `New Membership ÷ New Clients`, expressed as a %.

The numerator includes **all** new paying members in the period, including returning clients who become members — not just clients who were new-in-period and also converted. If a client who visited last year signs up for a membership this month, they count toward Conversion this period even though they aren't a "new client" this period.

\| Source | MBO memberships and visits |

***

## Panel: Conversion Breakdown

Paying-member roster movement across the period.

"Paying" excludes the following non-paying membership types: BA Membership, Brand Ambassador Membership, Employee Membership, Employee Unlimited Membership, Manager Membership, UNF Athletics IN-SEASON, UNF Athletics OFFSEASON.

| Row                         | What it is                                                                                                                               |                                  |     |
| --------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------- | --- |
| **Members, Beg. of Period** | Count of active paying members **on the start date**.                                                                                    |                                  |     |
| **New Membership**          | Count of new paying memberships activated during the period. Also known as Gross New Members.                                            |                                  |     |
| **Terminated**              | Number of paying members who cancelled during the period. Displayed wrapped in parentheses, e.g. `(5)`. Derived from roster movement: \` | Net New Members − New Membership | \`. |
| **Net New Members**         | `Members, End. of Period − Members, Beg. of Period`                                                                                      |                                  |     |
| **Members, End. of Period** | Count of active paying members **on the end date**.                                                                                      |                                  |     |
| **New Clients**             | Same figure as the [New Clients](/dashboard/kpi-tiles/new-clients) tile — repeated here because Conversion % uses it.                    |                                  |     |
| **Conversion %**            | Same value as the tile headline: `(New Membership ÷ New Clients) × 100`.                                                                 |                                  |     |

## Panel: WELS Method — NCFs

| Row                            | What it is                                                                                                     | Source                      |
| ------------------------------ | -------------------------------------------------------------------------------------------------------------- | --------------------------- |
| **New Client Forms Completed** | Count of completed New Client Forms attributed to the selected studios whose submission date is in the period. | New Client Form submissions |
| **New Clients**                | Same figure as the New Clients tile.                                                                           | MBO visits                  |
| **NCF Completion**             | `(New Client Forms Completed ÷ New Clients) × 100`.                                                            |                             |

## Panel: Member Mix

Two side-by-side columns per row: **New Members** (this period) and **All Members** (end-of-period roster). All values are percentages.

Membership-name match rules (case-insensitive):

* **Core** — name contains `core` **and not** `family`
* **Premier** — contains `premier` **and not** `family`
* **Unlimited** — contains `unlimited` **and not** `family`
* **Premier Family Add-On** — contains `premier` **and** `family`
* **Unlimited Family Add-On** — contains `unlimited` **and** `family`

| Column          | What's counted in the numerator                                                                                                                    | Denominator                                                                                           |
| --------------- | -------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------- |
| **New Members** | Paying members of the matching type who are still active at end of period **and** whose first membership activation is on or after the start date. | Total count of paying members who were still active at end of period and activated during the period. |
| **All Members** | Paying members of the matching type active at end of period.                                                                                       | Members, End. of Period.                                                                              |

<Note>
  The five mix rows may not sum to 100%. The denominator covers all paying types; the rows only show Core / Premier / Unlimited / Family. Other paying types (e.g. Ready, Recover, Renew) are in the denominator but don't get a row.
</Note>

## Panel: Membership Breakdown

| Row                    | What it is                                                                                                                                 |
| ---------------------- | ------------------------------------------------------------------------------------------------------------------------------------------ |
| **Members, average**   | Simple two-point average: `(Members, Beg. of Period + Members, End. of Period) ÷ 2`. Not an average across every day in the range.         |
| **ASP**                | Monthly-equivalent revenue per member: `(Membership Revenue ÷ Members, average) × (365 ÷ 12) ÷ days in range`.                             |
| **Membership Revenue** | Total revenue in the period from any payment line attached to a client contract — not just line items in the "Memberships" Sales Category. |