This feature adds three new conversion rate metrics to the CRM reporting system, enabling administrators and analysts to measure how effectively Leads move through the intake funnel — from initial contact, through insurance verification (VOB), to final admission.
The Three Conversion Rate Metrics
Metric | What It Measures | Formula |
Lead → VOB Conversion Rate | Percentage of Leads that resulted in a completed VOB | (Leads with a completed VOB ÷ Total Leads) × 100 |
VOB → Admission Conversion Rate | Percentage of completed VOBs that resulted in a patient admission | (VOBs that resulted in Admission ÷ Total Completed VOBs) × 100 |
Intake → VOB Conversion Rate | Percentage of Intake Opportunities that have a linked VOB | (Intake Opportunities with a VOB ÷ Total Intake Opportunities) × 100 |
Tip: Use these metrics together to pinpoint exactly where your intake funnel is losing patients — at the VOB stage, or after VOB is completed.
Who Should Use This Feature
CRM Administrators — for setting up and sharing conversion reports across the organization.
Business Analysts — for analyzing lead quality, referral source performance, and intake funnel efficiency.
Operations Managers — for monitoring team performance on the Dashboard.
Before You Begin
Ensure the following before building a conversion rate report:
You have Reports read/write access in your CRM role.
Lead records exist in the system.
VOB records are linked to the corresponding Lead records where applicable.
Admission status is recorded on the relevant records.
Note: If the conversion rate metrics do not appear in the field selector, contact your CRM Administrator to confirm the feature is enabled for your instance.
Steps
Step 1 — Open the Reports Module
Click on Reports in the main navigation menu.
The Reports list view opens showing all saved reports.
Step 2 — Start a New Report
Click the + Add Report button at the top of the page.
The report builder will open on Step 1 (Module & Name).
Step 3 — Set the Primary and Related Module
In the Primary Module dropdown, select your desired module.
In the Related Modules section, add any additional modules as needed.
Give your report a descriptive name — for example: "Lead to VOB Conversion — Monthly".
Click Next to proceed to Step 2.
Important: The "Add Conversion Rates" option is only enabled when at least one of the following modules is selected as the Primary or Related Module: Leads, Accounts, Intake Opportunities, or VOB. If none of these modules are selected, the conversion rates checkbox will remain disabled.
Step 4 — Enable Conversion Rates
On Step 3 (Select Columns / Summary), scroll to the bottom of the page.
Locate the "Add Conversion Rates" checkbox.
Check the box to enable the conversion rate metrics.
The Lead to VOB Conversion Rate and VOB to Admission Conversion Rate fields will become available for selection.
Tip: If the "Add Conversion Rates" checkbox appears greyed out or disabled, go back to Step 1 and ensure that Leads, Accounts, Intake Opportunities, or VOB is included as a module.
Step 5 — Add Conversion Rate Columns
Open the field selector panel.
Search for "Lead to VOB Conversion Rate" and click the + button to add it.
Search for "VOB to Admission Conversion Rate" and "Intake to VOB Conversion Rate" and add them as well.
Add any other columns you need, such as Lead Name, Referral Source, or VOB Status.
Click Next.
Tip: You can drag columns to reorder them before saving.
Step 6 — Apply Filters
On the Filters step, click + Add Filter.
Add a Date Range filter on the Lead Created Date field.
Set the range to the period you want to analyze — for example, Last 30 Days or Last Quarter.
Add any additional filters such as Referral Source or Assigned To if needed.
Click Next.
Step 7 — Configure Grouping (Optional)
On the Grouping / Summary step, set Group By to Referral Source to see conversion rates broken down by referral channel.
Alternatively, group by Assigned To to compare individual rep performance.
Click Next.
Step 8 — Save and Generate
Review your configuration on the Summary step.
Click Save & Run to generate the report.
The report displays with all conversion rate columns populated.
Understanding the Results
Each row — or the summary row if the report is grouped — will display the three conversion rate values.
Metric Definitions
Lead → VOB Conversion Rate: The percentage of Leads that resulted in a completed Verification of Benefits. Calculated as: (Leads with a completed VOB ÷ Total Leads) × 100.
VOB → Admission Conversion Rate: The percentage of completed VOBs that resulted in a patient admission. Calculated as: (VOBs that resulted in Admission ÷ Total Completed VOBs) × 100.
Intake → VOB Conversion Rate: The percentage of Intake Opportunities that have a linked VOB. Calculated as: (Intake Opportunities with a VOB ÷ Total Intake Opportunities) × 100.
Example
A Lead → VOB rate of 40% means 4 out of every 10 leads reached the completed VOB stage.
A VOB → Admission rate of 50% means half of all patients who completed a VOB were ultimately admitted.
Tip: If both rates are high but admissions are still low, the issue is likely lead volume. If Lead → VOB is low, focus on improving the intake process at the VOB step.
Filtering by Date Range
Conversion rates are always calculated against the data within your selected date range. To change the period after the report has been saved:
Open the saved report.
Click the Filter or Date Range control at the top of the report.
Select a preset range (Last 30 Days, Last Quarter, Year to Date) or enter custom start and end dates.
Click Apply or Run Report.
Conversion rates will recalculate automatically for the new period.
Tip: Comparing the same report across different date ranges is the fastest way to spot trends in your conversion performance.
Adding the Report to the Dashboard
Navigate to the Dashboard.
Click the + Add Widget or Edit Dashboard button.
Select Report Widget from the widget type list.
Choose your conversion rate report from the dropdown.
Click Save. The widget will appear on your Dashboard showing live conversion rate data.
Tip: Rearrange widgets by dragging them. Resize using the handle at the bottom-right corner of each widget.
Sharing the Report with Other Users
Open the saved report.
Click the Share or Actions menu.
Select the users or roles you want to share the report with.
Choose whether recipients can View only or also Edit.
Click Save. Shared users will see the report in their Reports list.
Note: Sharing a report does not bypass role-based security — users will only see records they already have permission to access.
Verification / Expected Result
After completing the configuration:
The report displays with all three conversion rate columns populated: Lead → VOB %, VOB → Admitted %, and Intake Opportunities → VOB %.
If grouping is applied, each group row (e.g., by Referral Source or Assigned To) shows its own conversion rate values.
Date range changes recalculate all conversion rates automatically without needing to rebuild the report.
If pinned to the Dashboard, the widget displays live conversion rate data that updates with each report run.
Troubleshooting / Common Errors
"Add Conversion Rates" checkbox is greyed out → Go back to Step 1 and ensure at least one of the following modules is selected as the Primary or Related Module: Leads, Accounts, Intake Opportunities, or VOB. The checkbox will remain disabled if none of these modules are included.
Conversion rate fields do not appear after enabling the checkbox → Try refreshing the page and re-enabling the "Add Conversion Rates" checkbox. → If the issue persists, contact your CRM Administrator.
Rate shows 0% when a value is expected → Check that your date range includes records with VOB Completed or Admitted status. → Confirm that VOB records are correctly linked to the corresponding Lead records in the system.
Report settings are not saved after reopening → Ensure you click Save (not just Run) after configuring the report. → If columns or filters are missing after reopening, report the issue to your CRM Administrator with the report name and a description of the missing configuration.