This insight page helps you understand how your first-time purchases turn into second purchases, and where you may be losing potential clients along the way.
It helps you answer essential business questions like:
How many first-time clients do I acquire over time?
How many of them book and attend a first session?
What percentage convert into a second purchase?
Which clients have converted into a second purchase, and which product have they converted to?
How long does it take clients to convert?
Which first-time offers perform best?
Which clients are at risk of expiring without converting?
Get started: Select your filters
Purchase date: Date when the customer made their first purchase. ⚠️ All metrics on this page are based on this first purchase date, and are cohort-based: they track what happens after a customer’s first purchase, even if the conversion occurs later.
First-Purchase Scope: With this toggle, you can choose whether to analyze:
New-client offers only: trials, intro offers and other passes that are setup to be available to new clients only
All first-time purchases: Any pass purchased as a customer’s first purchase, including regular passes or subscriptions not limited to new clients. Gift cards or retail products are not counted as first-time purchases in this report.
Name of first pass: Filter results by the name of the pass used for the first purchase. You can include or exclude specific passes or groups of passes.
💡For instance, if you want to exclude clients acquired via aggregators from your analysis, you can use the “Name of first pass” filter, select all passes then exclude the ones from aggregators. Once saved, the overall analysis will exclude any clients whose first pass was an aggregator one.
Note that if the customer buys a trial pass as their first purchase, then comes back via an aggregator, they will be indeed included in the analysis as “Converted clients”, with their conversion outcome status being “Converted to an aggregator”.
1. Key acquisition & conversion metrics
Get an instant overview of how first-time clients convert into a second purchase.
Metrics explained
Metric | Definition | Notes |
First-time clients | clients who made their first-ever purchase during the selected period | Includes trials, intro offers, passes, and subscriptions |
Converted | clients who made at least one additional purchase after their first purchase | The second purchase can happen later, outside the selected period |
Conversion rate | Share of first-time clients who made a second purchase | Converted ÷ First-time clients |
Time to convert | Average number of days between first and second purchase | Based on clients who converted |
💡 Important
A conversion is always defined as a second purchase, not a booking or attendance.
2. Acquisition Trends
See how your acquisition volume and conversion evolve over time. Use this section to:
Track whether you’re acquiring more (or fewer) first-time clients over time.
Monitor changes in conversion rate from one period to another.
Spot early signs of issues (e.g. stable acquisition but falling conversion).
Compare periods before and after changes to your offers, pricing, or onboarding experience.
First-time clients & conversion rate over time
This chart shows:
the number of first-time clients (bars),
and the share who later converted into a second purchase (line).
Conversion rate for a given month (or week) is based on clients who made their first purchase in that given month (or week) and later converted, even if the conversion happened much later in another period.
It also means that when you look at the most recent periods, the conversion rate may be lower than what it will ultimately become (as clients have had less time to convert yet). You can use the “Average days to convert” metric to account for this lag.
Conversion status over time
This table breaks down first-time purchases by conversion status for each period:
First-time clients: clients who made their first-ever purchase during the selected period
Converted clients: clients who made at least one additional purchase after their first purchase
Ongoing clients: clients who have not yet converted and whose first-time offer is still valid
Lost clients: clients whose first-time offer has expired and still have not converted to a second purchase. Note that their second purchase may still happen at a later stage.
3. Conversion funnel deep dive
Understand how first-time clients progress from purchase to conversion.
Conversion milestones
The funnel follows four milestones along the conversion funnel:
First-time clients – clients who made a first purchase (100%)
Booked a first session – booked at least one session using their first-time offer
Attended a first session – attended at least one booked session
Converted to second purchase – made an additional purchase
This helps you identify where clients drop off:
after purchase,
after booking,
after attending,
or after completing their first experience.
Average Days to Convert
This chart shows how long it takes clients to convert, on average, over time.
💡 Important to know
For the current month, the average time to convert may appear lower than usual. This is because only clients who converted quickly are already included, while others may convert later. As a result, this metric will evolve over time as more conversions happen.
Conversion Outcomes
This donut chart shows what happens after the first purchase:
Converted to a pass: clients who have converted and bought a pass as their second purchase
Converted to a subscription: clients who have converted and bought a subscription as their second purchase
Converted to an aggregator: clients who have converted and have an aggregator pass as their second purchase (Classpass, Wellpass, Wellhub, USC…)
Ongoing: clients that have not yet converted and whose first-time offer is still valid)
Lost: clients whose first-time offer has expired and have not yet converted to a second purchase.
It helps you understand what clients buy next, and whether conversions skew toward passes or subscriptions.
💡 To analyse the conversion outcomes by pass name and understand which offers are the most selected by converted clients, click on a colour area of the donut then "Drill-down" to show the breakdown of the next pass name.
Conversion Value Over time
This graph enables you to monitor how much value you’re getting from your conversions.
Vertical bars show for each period the volume of clients converted to a pass, converted to a subscription or converted to an aggregator.
The trend line shows for each period the average value of those next purchases, as the average price of their second purchase (including VAT). Note that aggregators are excluded from this average calculation, as bsport system does not have visibility on prices paid on the aggregators side.
Converted clients
This table lists all clients who made a second purchase, with details such as their first-time pass and their next purchase. Use this list to:
Perform deeper analysis to understand patterns among converted clients
Nurture converted clients with targeted communication to encourage continued engagement and loyalty.
4. Acquisition performance by offer
Compare how your different first-time offers perform.
First-time purchases by offer
Track how many first-time purchases each offer generates over time.
Conversion milestones by offer
Compare how different offers perform across key steps:
first purchase
booking,
attendance,
conversion to second purchase.
Offer-level conversion performance
This table provides a detailed breakdown per first-time offer, including:
First-time purchases
Converted clients
Ongoing clients
Lost clients
Conversion rate
Average days to convert
Average and total value of the next purchase
Use this to identify which offers:
attract more clients,
convert faster,
or lead to higher follow-up spend.
5. Manage conversion risk
Identify first-time purchases at risk of expiring without converting. This section provides you the tools to act on clients lost or at-risk of not converting. Leverage Smartlists or phone outreach to engage at the right time.
Filter based on first pass expiration date
By default, this section analyses offers expiring 3 months before the current month to 3 months after the current month, regardless of their purchase date.
You can edit the filter selection to choose the expiration date range of the first pass purchased by clients.
Lost and at-risk first-time clients
This chart helps you anticipate lost opportunities before they happen. Use it to monitor:
Volume of first-time offers that will expire soon and haven’t converted yet
Volume of first-time offers that already expired without converting
Conversion risk tables
Use the tabs to focus on specific situations:
Passes expiring soon: First-time passes that will expire soon and haven’t converted yet.
Expiring passes with no credits used: First-time passes nearing expiration with no sessions booked or attended.
Expiring passes with no remaining credits: First-time passes fully used but not yet converted to a new purchase.
Expired passes: First-time passes that expired without converting.
These views are ideal for daily or weekly follow-ups.
Data freshness
Data on this Insight page is refreshed on an hourly basis
Loading data
A black loading bar at the top of a chart means data is still loading.
Please wait for it to complete before interpreting results.
Permissions
Access to the Acquisition & Conversion Performance insight depends on your permissions for the Purchases report.
If a user has permission to view, edit, or download data in the Purchases report, they will be able to access this insight page.
If you don’t see this page, check your role permissions or contact your studio administrator.