The Conversions dashboard provides an overview of your sales funnel by displaying the number of website visits, opportunities, appointments, and closed sales for the selected time period. The statistics displayed depend on specific system configurations, including Google Analytics integration and appointment scheduling settings. Understanding how these metrics are calculated ensures that conversion rates accurately reflect your business’s performance.
What information does the Conversions widget display?
The widget is divided into four key performance indicators (KPIs):
The information displayed depends on several system configurations, including Google Analytics integration and the appointment types configured in GEM-FNI.
1. Visits
Why are not website visits showing up?
The Visits metric displays the number of visitors who accessed your website during the selected time period. This information comes from Google Analytics. If Google Analytics is not configured or is not collecting data, this metric will remain empty or inaccurate:
- Website visits will not appear.
- Opportunity conversion rates may not accurately reflect your website traffic.
Verify that your Google Analytics integration is properly configured before relying on these statistics.
2. Opportunities
The Opportunities metric represents the number of website visitors who became leads by submitting a contact form, requesting information, or performing another action configured as an opportunity. The percentage shown in parentheses represents the conversion rate of Visits to Opportunities. Example:
- 100 website visits
- 10 opportunities
Conversion rate: 10%
3. Appointments
How are appointments calculated?
The Appointments metric counts only those appointments that meet the criteria defined in the system configuration. To ensure the accuracy of the statistics:
- Configure the appointment types to be included in conversion calculations.
- Exclude appointment categories that should not influence your sales funnel (for example, recurring vehicle maintenance appointments, if applicable).
- If too many appointment categories (such as vehicle maintenance appointments) are included in the configuration, the number of appointments may be significantly higher than expected.
If these settings are not configured correctly, the dashboard may display a number of appointments that is significantly higher than expected. To obtain accurate conversion statistics, verify the appointment configuration and ensure that only the appointment categories relevant to your sales process are included.
4. Sales
The Sales metric displays the number of appointments that resulted in the sale of a vehicle. The percentage shown represents the conversion rate from Appointments to Sales.
How is the Variations column calculated?
The Variations column compares the selected period to the corresponding previous period. For example:
Current Period |
Comparison Period |
|---|---|
July 1 – July 31, 2026 |
June 1 – June 30, 2026 |
July 2026 |
July 2025 (when the comparison filter is set to the same month last year). |
A positive percentage indicates an increase, while a negative percentage indicates a decrease.
Google Button
What is the Google button used for?
The Google (G) button updates the website statistics by syncing the latest data from Google Analytics. If recent visits are not displayed, click this button after ensuring that your Google Analytics integration is properly configured.
Summary
The Conversion dashboard is based on three main elements:
- Comparison period: the change is calculated relative to the previous equivalent period.
- Appointment settings: only configured appointment types are included in the conversion metrics.
- Google Analytics integration: essential for tracking and displaying website visits.
Proper configuration of these elements ensures that the Conversion dashboard provides relevant and reliable performance metrics.
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