How to use the Executive summary report
The Executive Summary report shows a summary of your appointments and sales grouped by staff member and location. It's a great report to show you an overview of how your business is performing.
In this guide, we'll cover how to:
- View the Executive Summary report.
- Understand your Customer and Appointment statistics (including your Rebooking and Retention rates).
- Gain insight into your Sales figures.
Most of the numbers in this report will be "live" and up-to-date. However, the following figures are updated less frequently (every 24 hours at 3:00PM GMT):
- New customers.
- Rebooked and Retained figures for individual staff.
- Average visits.
To view up-to-date retention/rebooking rates for individual customers, we recommend viewing the Appointment Schedule report.
View the Executive Summary report
- Customers: This section is based on the customers/clients in that period and will report the total customers as well as the amount of new customers seen during the specified time period. This is based on appointment information i.e. what's booked in the calendar.
- Appointments: This section is all about the services/appointments in that period. This is based purely on appointment information (i.e. what's booked in the calendar) and doesn't reflect any sales information.
- Sales:This section is based exclusively on Invoices/Sales that were raised during this period. Sales are included in the report based on the Invoice date and have no reflection of the appointments that were booked/undertaken during that same period.
We'd recommend running the report at the end of a day/month/week, once all sales for that period have been accounted for.
You can choose to view the report for a specific Date range, Location and/or Staff member. You also have the option to show your totals with tax included. If you don't want to include tax in your totals, uncheck the box next to Include tax:
The first thing you will notice when you look at the report is that it is broken into three main sections:
As the Sales and Appointment sections are based on different information, it's common for there to be differences between these totals.
Interpret your Customer and Appointment statistics
- Total: The total unique customers that had appointments in the period (customers that visit more than once will only be counted once).
- New: The total unique new customers that had appointments in the period (i.e. customers that have never had a previous appointment with you).
- Average visit: For each booking in the date range, how many days until the next booking. Converted to a "per annum" figure.
- Average value: Is the average value of appointments within the date range (Total appointment value / Number of bookings).
- Retained: This figure shows the percentage of customers who are returning customers, i.e, customers that you’ve seen before.
- Rebooked: This figure shows you what percentage of your customers have booked a future appointment in the Calendar, i.e., have they rebooked their last appointment.
|Customers|| This shows your total customers seen during that time period, and how many new customers you had:
|Appointments|| This section contains information about your bookings. This includes the total number of bookings, how many of those were online bookings and how many services were booked as part of those bookings.
It also contains four key calculations:
Note: The Retention and Rebooking percentages are based on individual bookings and not unique customers. This means that if a new customer has 4 visits in a specific date range, we will record all 4 of those bookings as being 'not retained’. If an existing or returning customer has 4 appointments in a specific period, then we will record all four of those as being ‘retained’. Where multiple staff members see the same client during an appointment the rebooking counts toward both staff members. If clients visit multiple locations your reports should be viewed by location to ensure the correct figures are shown.
Gain insight into your Sales figures
As part of the Executive Summary, you'll be able to view a summary of your sales for the given date range.This is broken down into services, products and packages sold; discounts given and any refunds issued.
To get more insight into your Sales, including specific service and product performance, you can check out the Sales report.
Note: Sales and invoice figures are based on the Invoice date (the date that the invoice was raised), not the date the appointment/class took place. This is something to bear in mind if you take online payments for bookings. You can amend the Invoice date of an invoice at any time, as required.