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 are "live" and up-to-date. The following figures on this report are updated every 24 hours at 5:00 pm 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 Client Retention 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 number 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 this 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:
This report 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).
- Retained: This figure shows the percentage of appointments where the customer has had a previous appointment.
- Rebooked: This figure shows the percentage of appointments where the customer has a future appointment.
- Average visit: For each booking in the date range, how many days until the next booking. Converted to a "per annum" figure.
- Average value: This is calculated from the Appointment Schedule report where it takes the Total appointment value / Total number of appointments.
For example, in the following screenshot, there were 7 appointments in this date range with a total value of $124.
$124 / 7 = $21
- Appts. not invoiced: This is the value of appointments that have not been invoiced. This is calculated by adding up the value of the appointments where the Invoiced column (see screenshot below) shows an N in the Appointment Schedule report.
|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:
The Retained and Rebooked percentages are calculated from the Appointment Schedule report.
In the example below, there are 11 appointments with a Y in the Retained column and a total of 12 appointments. The Retained percentage would be worked out as 11 / 12 x 100 = 92%
Similarly, there are 10 appointments with a Y in the Rebooked column and a total of 12 appointments. The Rebooked percentage would be worked out as 10 / 12 x 100 = 83%
In this example, Mandy Test had 5 appointments in the specified date range. This means that each of her appointments here that have a future booking is counted in the Rebooked percentage. (For Client Retention info that is based on individual clients rather than individual appointments, check out the newer Client Retention report)
Notes: The Retained and Rebooked columns on the Appointment Schedule report are updated once a day at 5 pm GMT, so if a future booking is added today for a customer, then the N in the Rebooked column won't be changed to a Y until tomorrow.
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.