Understanding Conversions
Profitdiagnostix uses complex logic to calculate conversions to identify ‘sellers’ vs ‘invoicers’.
Definition: A conversion is a report value that measures the person who converted the sale.
In any business there are likely people who speak to customers. These individuals may make a recommendation of a particular product which the customer then purchases a few weeks later. When the customer makes the purchase it is possible that a different staff member raises the invoice. This means that the sale is tagged with the name of the person who raise the invoice and the person who actually promoted the product or service is never acknowledged.
To identify this manually is very labour intensive, but some businesses do this. A good example is dentistry in a veterinary practice.
If vet X invoices a dental today, to find out who booked it in you would have to look at the patients history and find the most recent consultation, repeat consultation or vaccination and see who performed that. If it was vet Y that performed the consultation 2 weeks before the dental procedure was invoiced, then it is likely that the procedure was booked in by vet Y.
Profitdiagnostix uses exactly the same logic. Any dental performed is analised by looking back at the patient history, identifying the most recent ‘client facing event’ and then tagging the dental with the person who performed the client facing event, which may be a different to the person who invoiced the dental. When we report on sellers instead of invoicers, we call this ‘conversions’.
It’s easy to understand this process in terms of dental procedures, however Profitdiagnostix does this for every single item sold in the business, so it is possible to measure conversion values for everything. Currently it is most useful in the veterinary industry to measure:
Dentistry
Repeat consults
Admissions/hospitalisations
Blood tests
On many reports, if there is a conversion column you can click on it and see the logic of what has happened:
In the example Veterinary Staff Comparison dashboard below you can see that of the 3 vets, Dr C converts more dentals than she invoices. This likely means she has a consulting role and is booking in dentals that someone else is invoicing.
If you click on the conversion value of 4.4%, it shows you what has happened
on 2025-05-20 Dr A performed a dental. This patient was last seen by Dr C on 2025-05-05 (15 days previously). This was the most recent client facing event (a cat vaccination). It is very likely that Dr C booked in this procedure and it was then invoiced and done by Dr A.
on 2025-05-15 Dr B invoiced a dental. The patient was last seen 2025-02-24 ( a few months earlier by Dr C). There has been a fairly long time between the dental and the client facing event (which was a vaccination). However as there have been no other client facing events recoded after 2025-02-24, it is assumed that Dr C is the one who convinced the customer to have the procedure.