> ## 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.

# New Clients (tile)

> The yellow KPI tile. Click to expand the CAC and Leads panels.

## The tile

**New Clients** — the number of unique clients whose first-ever visit to the studio lands inside the date range. Paid or unpaid both count. Visits that were cancelled, missed, soft-deleted, or still pending do **not** count.

Uniqueness is per studio: a client who visits two different studios for the first time in the same window counts once at each studio.

\| Source | MBO visits |

Click the tile to expand two panels: **CAC** and **Leads**.

***

## Panel: CAC

| Row             | What it is                                                                                                                                                                                                     | Source            |
| --------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------- |
| **Budget \$**   | Ad spend against the selected studios across the date range. Each LocaliQ campaign cycle that overlaps the window contributes its spend pro-rated by the overlap: `cycle spend × (overlap days ÷ cycle days)`. | LocaliQ campaigns |
| **CAC \$**      | `Budget ÷ New Clients` — how much ad spend it took to acquire one new client.                                                                                                                                  | Computed          |
| **New Clients** | Same value as the tile headline, repeated here for reference.                                                                                                                                                  | MBO visits        |

***

## Panel: Leads

Source for every row: **Intro Offer leads** captured from WordPress, scoped to the selected studios by lead creation date inside the window.

| Row                   | What it is                                                                                                                     |
| --------------------- | ------------------------------------------------------------------------------------------------------------------------------ |
| **Completed**         | Leads whose appointment status is `completed`.                                                                                 |
| **Missed**            | Leads whose appointment status is `missed`.                                                                                    |
| **TBD**               | Leads whose appointment is still `TBD` or `booked` — outcome not yet known.                                                    |
| **Intro Offer Leads** | Total leads in the period: `Completed + Missed + TBD`.                                                                         |
| **Cost Per Lead**     | `Budget ÷ Intro Offer Leads`                                                                                                   |
| **Lead Conversion %** | `Completed ÷ (Intro Offer Leads − TBD)`. TBD leads are excluded from the denominator because their outcome isn't resolved yet. |