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WhatConverts joins the marketing pipeline; lead inquiry times and attribution get more accurate

· 2 min read
salon360 Team

Salons that use WhatConverts now see its leads inside DART's marketing analytics — without double counting. Alongside this, we fixed lead inquiry timestamps and recovered missing campaign attribution on historical web-form leads.

WhatConverts leads in Marketing Analytics​

For salons with WhatConverts connected (Settings → Integrations), DART now ingests WhatConverts web-form and phone-call leads into the marketing lead pipeline:

  • They appear under Marketing → Leads with a whatconverts source, and they count in Marketing Health channel breakdowns and ROAS, with their traffic channel (Google Paid, Facebook, Organic, Direct…) classified automatically.
  • No duplicates: when the same submission already arrived through your website's own form (or another direct source), the WhatConverts copy is automatically recognized — same salon, same contact, within minutes of each other — and set aside. Your direct sources always win; WhatConverts only fills the gaps they don't cover (roughly half of WhatConverts web-form leads, plus all tracked phone calls, are net-new signal).
  • Follow-up is unaffected: WhatConverts is an analytics-only source. It never triggers lead notifications and never enters the follow-up pipeline — those remain reserved for real-time sources like your website forms and Meta lead ads.
  • Spam-flagged leads, point-of-sale activity records, and anything older than 90 days are filtered out.

Accurate inquiry times on web-form leads​

Web-form leads previously could show an inquiry time several hours earlier than the actual submission (a timezone handling bug). This is now fixed for new leads and corrected on historical leads, so "Inquired" times and lead ordering reflect when the person actually reached out.

Recovered campaign attribution on historical form leads​

Historical web-form leads have been re-processed with the current attribution parser. In practice this roughly doubled the share of form leads carrying a Google click ID and a campaign name — which means channel breakdowns and campaign ROAS now credit paid campaigns for conversions that previously looked like "Direct" traffic.