Stora makes it easy for you to track two different types of contacts - Customers and Leads. Both are linked from the Contacts page in your Backoffice. Here's how they differ:
Customers
A customer is anyone who has booked a unit and set up their monthly payment from your Storefront.
Leads
A lead is a potential customer. They may end up in the system in one of a few ways:
You add them manually from the "Add a Lead" form.
They placed a booking via your Storefront but didn't set up their payment.
They signed up for a Unit Type set to collect leads.
They signed up when your business was in Pre-opening mode.