Every MDE Pro subscription includes a private dashboard that tracks exactly how borrowers are moving through your tool. It shows you how many people loaded it, started the assessment, completed it, saw their results, and clicked to apply, and it tells you what to do when the numbers are not where you want them. This guide explains every number on the dashboard and how to use them to improve your results.
How to Access Your Dashboard
Your dashboard is a private page with a URL unique to your account. OurNetHelps sends this URL when your MDE Pro account is set up. No username, no password, no app to install. Open the URL in any browser on any device and your current stats appear immediately.
The page is marked noindex so it does not appear in search results. Only someone with your exact dashboard URL can see it.
Save your dashboard URL to your browser bookmarks or phone home screen. You will check this regularly once your tool is live, and having it one tap away makes that habit easier to keep.
The dashboard also shows an Active since date, which is the date your MDE Pro account was created. All numbers on the dashboard count from that date forward. There is no date filter. The dashboard shows all events currently retained for your account.
The Six Metrics Explained
The dashboard shows six numbers. The first five are event counts that happen in sequence as a borrower moves through the tool. The sixth is calculated from those counts.
Completing the 8 questions triggers the scoring calculation. Showing the results is the step immediately after. In practice these numbers are almost always identical. If you ever see a gap between them, it likely means a visitor completed the questions on a very slow connection and the results screen timed out before loading.
Understanding Your Conversion Rate
The conversion rate is the percentage of people who loaded your tool and then clicked to apply. It is calculated as Applied divided by Tool Loaded, rounded to one decimal place.
The number appears in one of three colours depending on where it sits:
| Conversion Rate | Colour | What It Means |
|---|---|---|
| 10% or above | Green | Strong performance. One in ten sessions that load the tool result in an application click. |
| 5% to 9.9% | Amber | Moderate. The tool is working but there is room to improve, usually through placement or traffic quality. |
| Below 5% | Red | Low. Either the tool is not getting enough traffic, is placed where the wrong visitors see it, or there may be a setup issue. |
In the first few weeks, small absolute numbers can make the conversion rate look worse than it is. A tool that has loaded 10 times and produced 1 application click is technically at 10%, but that is not yet a meaningful signal. Wait until you have at least 50 Tool Loaded events before drawing conclusions about your conversion rate.
What the Smart Tips Mean
Below your stats, the dashboard shows one of four tips based on your current numbers. Each tip is generated from your actual data, not a generic message. Here is what each one means and what to do about it.
Condition: Conversion rate below 2% and at least one visitor has started the assessment.
What it means: People are engaging with the tool but not completing the path to your application. One of the first things to check is your application URL in your embed code. A visitor who scores well and sees “Continue to Application” but lands on a broken link will leave without applying.
What to do: Click your own Apply button on the live tool and confirm it opens your correct application system. If the URL is wrong, email services@ournethelps.com with the correct URL and OurNetHelps will send you an updated embed code.
Condition: Tool has loaded at least once but nobody has started the assessment.
What it means: Visitors are landing on the page and the tool is loading, but no one is clicking Start. Placement is one of the most likely causes. If the tool is below the fold, most visitors never scroll far enough to see it.
What to do: Move the container div higher on the page, ideally above the fold or at least within the first screen of content. On mobile, above the fold is especially important because most borrowers browse on their phone.
Condition: Conversion rate at 10% or above.
What it means: The tool is working well. The bottleneck at this point is traffic volume, not conversion. Every additional visitor to the page where MDE Pro is installed is a potential applicant.
What to do: Focus on driving more traffic to the page where the tool lives. Paid ads, referral links, social posts, email newsletters. Any channel that sends people to that specific page will translate directly into more application clicks.
Condition: Applied count is greater than zero and conversion rate is below 10%.
What it means: The tool is functioning and producing application clicks, but there is still room to grow the conversion rate. This is the most common state for a tool in its first month.
What to do: Continue driving traffic to the page. As your numbers grow, watch the ratio between Started and Completed. If many people start but few complete, look at both borrower intent and the assessment experience. High drop-off can come from low-intent traffic, but it can also indicate friction in the questions, mobile usability, or a technical issue. Check the tool on mobile specifically before drawing conclusions.
Reading the Numbers Together
The six metrics form a funnel. Each step should be smaller than the one before it. The percentage drop between each step tells you where borrowers are leaving and where your attention should go. Here is what a typical funnel might look like once a tool has some traffic:
| Metric | Example Count | Drop from Previous Step | What to Watch |
|---|---|---|---|
| Tool Loaded | 1,000 | Starting point | Number of sessions that reached the tool |
| Started | 350 | 65% did not start | High drop here: placement issue |
| Completed | 245 | 30% did not finish | High drop here: intent or experience |
| Results Shown | 240 | Usually near-identical to Completed | Gap here: likely a slow connection |
| Applied | 36 | 85% did not apply | Normal: lower scores get a contact prompt |
| Conversion % | 3.6% | Applied / Tool Loaded | Amber range: room to grow |
In this example, the biggest drop is between Tool Loaded and Started: 65% of sessions never engaged. That points to placement. Moving the tool higher on the page or placing it on a higher-intent page may increase engagement and improve the numbers further down the funnel.
When a gap between two steps draws your attention, that is where to act first. Fixing a leak higher in the funnel produces more improvement than optimising a step lower down.
Visitors are seeing the tool but not engaging. Most likely the tool is placed too low on the page and most visitors do not scroll to it. Move it higher. On a homepage, placing it in the first or second section of content makes a significant difference.
Visitors begin the assessment but do not finish. This sometimes reflects visitors who start out of interest but realise partway through they are not ready to apply yet. It also happens when the page they are on is not a high-intent page. Consider placing the tool on a page where visitors already have purchase intent, such as a specific loan-type page or a landing page for paid traffic.
Visitors are completing the assessment and seeing their results but not clicking to apply. This usually means their profile scored too low to receive the Continue to Application button, which is working exactly as designed. Those visitors saw a “Talk to your broker” prompt instead. This is not a problem. It is the tool filtering for qualified applicants. Follow up with anyone who contacts you directly after seeing this prompt.
Visitors are completing the assessment but not one has clicked Apply. First check that your application URL is correct by running through the tool yourself and clicking the Apply button. If the URL is wrong or broken, that explains the zero. If the URL is correct, the assessment may be scoring most visitors below the threshold for the Continue to Application button, meaning the tool is routing them to contact you directly instead.
How Your Data Is Stored
Every event your dashboard tracks is stored on OurNetHelps servers. No borrower names, contact details, or answers are stored. Only the event type, your broker key, a session ID, and a timestamp. The calculation that produces the Readiness Score and Approval Likelihood runs entirely in the borrower’s browser and is never sent to OurNetHelps.
Events are stored in UTC and automatically deleted after 12 months. The daily cleanup runs without any action needed from you. Your totals reflect all events retained within the 12-month window. Once an event ages past 12 months it drops from the count automatically.
Each tracking event is recorded once per browser session. Reloading the page during the same session does not create another Tool Loaded event. This means your Tool Loaded count reflects browser sessions, not raw page views.
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