Knock's Conversions report is a great way to better understand the conversion outcomes of the lead sources for your properties. It includes details around conversion rates associated with sources and the cost per conversion event which can help your marketing team better understand the conversion points in your funnel. Here is a glossary for all the data points in the report. We'll also outline below what all the filters and options will do to the report to make sure everything is crystal clear!

Report Fields

First field (Group by field): By default this is Property as the first field. This will change depending on what you group by. More details on the "Group by" functionality below!
Lead
: This is the number of leads for the report grouping you've selected (the first field) in the date range selected. This includes people marked as not a prospect.
Prospect
: This is the number of prospects for the report grouping you've selected (the first field) in the date range selected. This does not include people marked as not a prospect.
Visits
: This is the number of visitors for the report grouping you've selected (the first field) in the date range selected. This is calculated by the sum of "Walk-ins" and "Appointments". Note this is not the number of visits but rather the number of people that visited in the time frame.
Lease
: The number of leases generated for the report grouping you've selected (the first field) in the date range selected.
Prospect > Visit
: The conversion rate calculated by the visits field / the prospect field for the report grouping you've selected (the first field) in the date range selected.
Visit > Lease
: The conversion rate calculated by the lease field / the visits field for the report grouping you've selected (the first field) in the date range selected.
Prospect > Lease
: The conversion rate calculated by the lease field / the prospects field for the report grouping you've selected (the first field) in the date range selected.
Avg Followup
: The average number of follow ups for the report grouping you've selected (the first field) in the date range selected. This is an extra field to help better diagnose whether the problem is with the quality of leads from the source or whether the leads may not be getting sufficient followup.

Report Options

Note that this is a person based report. If the same user has multiple events (visits) they will only reflect one visit, since only one person visited. We believe this is a valuable distinction, as you can only gain a lease from someone once.

Filters:
Date range: The date range for the report. This is impacted by whether you've selected the Created or Event tab outlined below.
Properties
: This is a multi-select for what properties you'd like data for. You can also quickly select all properties by clicking the "Select all" link above the box.

Group by: This is the real power of the report. By default the report is grouped by Property. However, you have the following items that you can group it by to get a different perspective on your traffic and outcomes:

Property

  • The default setting, this will group your results by the property.

Source

  • This will group the results by the marketing source. This is super powerful, as you can look across multiple properties to understand how a particular marketing source is doing at a property or multiple property level.

Source Attribute

  • This will group by the type of lead source. For example, ILS for sites like Apartments.com, Social Media for Facebook, etc.

Contact

  • This will group the report by the method in which the lead was created. This could be things like Email, Call, SMS, etc. This will help you understand whether a certain lead medium is more effective.

Agent

  • This will group by leasing agent so that you can diagnose performance issues in your team moving prospects down the funnel.

Custom

  • You can group your results by custom attribute. This could be items like Regional Manager, State, etc. Reach out to your Customer Success Manager if you'd like to set this up!

Week

  • If you'd like to see the results broken out by week, this is how you can do that. Weeks start on Monday and it will reflect the first day of the week.

Sources: This is a multi select field that you can select sources to trim your results. For example, if you wanted to see all your properties' conversion rates for Property Website, you can select property website in this field to get that view.
Contacts
: This will filter the results based on the initial contact type. For example, you can filter down to all your call leads.
Agents
: This is a multi select field that you can filter down to specific agent(s) conversion results.

Options
:
Event: This is a tab of the report. This view shows all the events that happened in the time range regardless of when the prospect was created. For example, if you have your date range set to the month of August and a lease or visit was generated in that time range by a prospect who submitted their information to you in July, that will be reflected in this view. This is the way to see all the activity - or events - at your property. This is a good default view.
Created: This is a tab of the report. This view shows only shows the events that happened for prospects that were created in the date range. For example, if you have your date range set to the month of August and a lease or visit was generated in that time range by a prospect who submitted their information to you in July, that will not be reflected in this view. This is a good way to understand the outcomes of leads generated in a certain time and more useful for deep dives into your data than a default view.
Show Contact Types
: If you'd like to add a dimension to the report with all the contact types, simply click this checkbox and this report becomes even more granular by showing how leads got into your system combined with whatever group by you've selected.
By attributes: If you select all properties you'll see a link that says "By attributes". Clicking that will change the dropdown to reflect any custom attributes you've assigned to your properties. This could be attributes like Regional Manager or State. If you would like to set these up but don't have them already be sure to reach out to your Customer Success Manager.

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