Client Scoring & Analytics
Plus+GoConverso automatically calculates a score from 0 to 100 for every client in your database — based on how recently they visited, how often they book, how much they spend, how engaged they are, and how reliable their attendance record is. Scores update on demand so you always have a current picture of your client base.
Client Scoring is available on Plus and above. Churn risk alerts, Predicted LTV, and the At-Risk panel require Pro or above. Advanced Analytics (Revenue Forecast and Cohort Retention) also require Pro or above.
How Scoring Works
Each client receives a composite score built from five dimensions:
| Dimension | Weight | What It Measures |
|---|---|---|
| Recency | 25% | How recently the client had their last activity |
| Frequency | 20% | How often they book, relative to your most frequent client |
| Monetary | 20% | How much they spend, relative to your highest-spending client |
| Engagement | 20% | Appointment completion rate, loyalty tier, and contact information completeness |
| Reliability | 15% | Inverse of cancellation and no-show rate |
Recency Scoring
| Days Since Last Activity | Recency Score |
|---|---|
| 0 – 7 days | 100 |
| 8 – 14 days | 80 |
| 15 – 30 days | 60 |
| 31 – 60 days | 40 |
| 61 – 90 days | 20 |
| 90+ days | 0 |
Temperature
Scores map to four temperature levels that give you an at-a-glance read on each client:
| Temperature | Score Range | What It Means |
|---|---|---|
| Cold ❄️ | 0 – 25 | Inactive or brand new — needs attention |
| Warm ☀️ | 26 – 50 | Occasional visitor — has potential |
| Hot 🔥 | 51 – 75 | Regular, engaged client |
| VIP ⭐ | 76 – 100 | Your most loyal, high-value clients |
Calculating Scores
Open the Scoring Dashboard
Go to Dashboard > Clients > Customer Journey and click the Scoring tab.
Calculate for the First Time
If you have not calculated scores yet, you will see an empty state with a Calculate Scores button. Click it — the system runs through your entire client base and populates the dashboard in seconds.
Review Results
After calculation, you will see temperature distribution cards, aggregate stats, and a ranked list of all scored clients. Click any client row to expand a detailed breakdown of their five sub-scores.
Recalculate When Needed
Click the Recalculate button in the top-right corner of the Scoring tab to refresh all scores. Do this after a busy week or before a marketing campaign so you are working with current data.
Score Breakdown
Each client’s score can be expanded to show a horizontal bar for each of the five dimensions, with the exact sub-score, its weight, and contextual details:
- Recency bar — shows days since last booking
- Frequency bar — shows total bookings and how they compare to your most-booked client
- Monetary bar — shows total revenue and comparison to your highest spender
- Engagement bar — shows completion rate, loyalty tier, and whether the client has both email and phone on file
- Reliability bar — shows cancellation rate and no-show rate
Clients with a high Engagement score but low Monetary score are great candidates for upsell campaigns — they are loyal and reliable but have not yet spent much.
Churn Risk
Pro+The churn risk score (0–100) estimates how likely a client is to stop returning. It is calculated by comparing how long it has been since their last booking against their personal average booking interval.
| Churn Risk Level | Score | What to Do |
|---|---|---|
| None | 0 – 19 | Client is booking on schedule — no action needed |
| Low | 20 – 39 | Slightly overdue — worth a check-in |
| Medium | 40 – 59 | Noticeably overdue — send a re-engagement email |
| High | 60 – 79 | At serious risk — trigger a winback campaign |
| Critical | 80 – 100 | May already be gone — escalate outreach immediately |
The At-Risk Clients panel (Pro and above) surfaces all clients with a churn score of 60 or higher, grouped by risk level, with trend arrows showing whether each client’s risk is improving, stable, or worsening.
Predicted LTV
Pro+For each client, GoConverso calculates a Predicted Lifetime Value — how much revenue you can reasonably expect from them in the future — based on:
- Average order value (total revenue ÷ total bookings)
- Annual booking frequency (bookings per year, annualized)
- Churn probability (derived from the churn risk score)
This is displayed in the Stats section of the Scoring dashboard as an aggregate Total Predicted LTV across your entire client base, and also individually per client in the client list.
Predicted LTV updates every time you recalculate scores. The forecast becomes more accurate as your booking history grows.
Score Distribution Chart
The dashboard includes a Score Distribution bar chart with four vertical bars — one per temperature band. Each bar is proportionally sized to the number of clients in that range. Clicking a bar filters the Top Clients list to show only clients in that score range.
Temperature card filters and score range filters are mutually exclusive — selecting one clears the other — so you can always see exactly the segment you care about.
Advanced Analytics
Plus+Beyond individual scores, the Scoring tab includes four analytics panels that give you a business-wide view.
Pipeline Velocity
Plus+A horizontal bar chart showing the average number of days clients spend in each customer journey stage before moving to the next. This reveals bottlenecks: if clients are stuck in “Engagement” for 45 days on average, that stage needs attention.
Each stage bar also shows whether you have automations configured for it:
- Green checkmark — at least one automation is active for this stage
- Yellow warning — no automation coverage; a list of recommended automations is shown below
Enhanced Churn Analysis
Plus+An accordion panel that groups all at-risk clients by churn level (Critical, High, Medium). For each group, it shows:
- Number of clients in that risk tier
- Days inactive and average booking interval per client
- Trend direction (improving / stable / worsening) based on recent scoring history
- Recommended action (e.g., “Send a re-engagement email”, “Offer a discount”)
Revenue Forecast
Pro+A line chart showing your monthly revenue history (solid green line) and a 3-month projection (dashed amber line) based on recent trends. Revenue is aggregated from all non-cancelled bookings.
The forecast requires at least 3 months of booking history with prices to generate. As your data grows, the projection becomes increasingly accurate.
Cohort Retention Matrix
Pro+A heatmap table that groups clients by the month they first booked with you (their cohort), then tracks what percentage of each cohort returned in the following months.
- Green cells indicate high retention
- Red cells indicate drop-off
- New cohorts that have not yet had time to return show a New badge instead of a misleading 0%
Use this to understand whether your business retains clients over time and to spot seasonal patterns in loyalty.
Features by Plan
| Feature | Free | Plus+ | Pro+ | Max+ | Ultra+ |
|---|---|---|---|---|---|
| Temperature (Cold/Warm/Hot/VIP) | — | Yes | Yes | Yes | Yes |
| Numeric score (0–100) | — | Yes | Yes | Yes | Yes |
| Score breakdown (R/F/M/E/R bars) | — | Yes | Yes | Yes | Yes |
| Score Distribution chart | — | Yes | Yes | Yes | Yes |
| Pipeline Velocity chart | — | Yes | Yes | Yes | Yes |
| Enhanced Churn Analysis panel | — | Yes | Yes | Yes | Yes |
| Churn risk score per client | — | — | Yes | Yes | Yes |
| Predicted LTV per client | — | — | Yes | Yes | Yes |
| At-Risk Clients panel | — | — | Yes | Yes | Yes |
| Revenue Forecast (3-month) | — | — | Yes | Yes | Yes |
| Cohort Retention Matrix | — | — | Yes | Yes | Yes |
Related
Full CRM, customer journey stages, timeline, and client insights.
Client ManagementSet up tiers, points, and rewards that feed directly into client engagement scores.
Loyalty ProgramTrigger re-engagement emails automatically when churn risk rises.
AutomationsSend targeted campaigns to Hot or VIP segments from your scoring data.
Email Marketing