Reports Dashboard Guide

# Reports Dashboard Guide Your command center for understanding business performance. The Reports Dashboard transforms raw booking data into actionable insights that help you grow your rental business. ## 🎯 What You'll Learn - Navigate the Reports Dashboard effectively - Understand your key performance metrics - Use insights to make better business decisions - Export reports for accounting and analysis - Track trends and compare time periods --- ## 📊 Getting to Your Reports **Navigation**: Dashboard → Reports (or Dashboard → KPIs for quick view) RecSystems offers two report views: | View | Best For | Access | |------|----------|--------| | **KPIs Dashboard** | Quick daily check, mobile | Dashboard → KPIs | | **Full Reports** | Deep analysis, exports | Dashboard → Reports | --- ## ☕ The "Morning Coffee" View The KPIs Dashboard is designed for the **5-second check** — everything you need at a glance. ### The Three Numbers That Matter Most When you open the dashboard, you'll immediately see: ``` ┌─────────────────┐ ┌─────────────────┐ ┌─────────────────┐ │ $24,580 │ │ 87% │ │ 142 │ │ Revenue │ │ Utilization │ │ Orders │ │ ↑ +15% │ │ ↑ +8% │ │ ↑ +12% │ └─────────────────┘ └─────────────────┘ └─────────────────┘ ``` **What the arrows mean:** - ↑ Green arrow = Improvement over comparison period - ↓ Red arrow = Decline (needs attention) - → Gray arrow = Stable (minimal change) ### Understanding Health Indicators Look for colored badges on your metrics: | Badge | Meaning | Action | |-------|---------|--------| | ✓ **Excellent** (Green) | Above target | Keep doing what you're doing! | | ⚠️ **Monitor** (Yellow) | Watch closely | Review and consider adjustments | | 🔴 **High/Low** (Red) | Needs attention | Investigate and take action | **Example**: A "Refund Rate" of 2.1% shows ✓ **Excellent** because it's below the 3% threshold. --- ## 💰 Revenue Metrics Explained ### Gross Revenue **What it is**: Total amount charged before any deductions. **Why it matters**: Shows your overall sales volume and growth. **Healthy signs**: - Consistent growth month-over-month - Higher on weekends and peak seasons - Correlates with marketing efforts ### Net Revenue **What it is**: What you actually keep after refunds and processing. **Formula**: Gross - Refunds - Processing Fees = Net Revenue **Why it matters**: This is your real income. ### Refund Rate **What it is**: Percentage of gross revenue that was refunded. **Targets**: - < 3% = Excellent - 3-8% = Monitor - > 8% = High (investigate causes) **To improve**: Review cancellation policies, improve booking confirmations, set expectations clearly. ### Average Order Value (AOV) **What it is**: Average revenue per order (cart). **Formula**: Total Revenue ÷ Number of Orders **To improve**: - Promote add-ons during booking - Offer multi-unit discounts - Upsell longer rental durations --- ## 📐 How Estimates Are Calculated Understanding how RecSystems calculates potential revenue and utilization helps you interpret your dashboard metrics accurately. ### Potential Revenue: Your Revenue Ceiling **What it represents**: The maximum revenue you could earn if every available rental slot was booked. **How we calculate it**: ``` For each day in your date range: → Check which units/timeslots are available → Use the base price for each slot → Multiply by maximum capacity → Add it all up ``` **Example**: | Your Fleet | Daily Rate | Days | Potential | |------------|------------|------|-----------| | 3 Pontoons | $350/day | 30 | $31,500 | | 2 Fishing Boats | $150/day | 30 | $9,000 | | **Total** | | | **$40,500** | **What's included**: - ✓ Base rental prices - ✓ Seasonal availability (timeslots only count on valid days) - ✓ Maximum unit capacity **What's NOT included**: - ✗ Add-ons (life jackets, coolers, etc.) - ✗ Promotional pricing or discounts - ✗ Taxes and fees - ✗ Weather cancellations **Why we use base prices**: Promotional pricing varies by customer and booking, so we use your standard rates for a consistent, comparable metric. ### Utilization: Your Efficiency Score **What it is**: The percentage of potential revenue you actually captured. **Formula**: `Actual Revenue ÷ Potential Revenue × 100` **Example**: - Potential Revenue: $40,500 - Actual Revenue: $32,400 - Utilization: 32,400 ÷ 40,500 = **80%** ✓ Excellent! **What this tells you**: | Utilization | Interpretation | |-------------|----------------| | 90%+ | Exceptional — you might be leaving money on the table (raise prices?) | | 75-89% | Excellent — fleet is well-utilized | | 60-74% | Good — room for growth through promotion or pricing | | 40-59% | Moderate — consider marketing or pricing adjustments | | < 40% | Low — investigate causes (awareness? pricing? demand?) | ### Calculation Modes RecSystems offers two calculation modes: | Mode | Best For | What It Does | |------|----------|--------------| | **Conservative** (default) | Daily planning | Assumes each unit can only rent once per day | | **Upper** | Capacity analysis | Includes all possible timeslot combinations | **Conservative mode** is recommended for most reporting because it reflects realistic revenue potential. ### Tips for Accurate Analysis 1. **Compare similar periods**: Weekend utilization will always beat weekday 2. **Account for seasonality**: 60% in January might be better than 80% in July 3. **Look at trends**: Is utilization improving month-over-month? 4. **Drill into units**: High fleet utilization can hide underperforming boats --- ## 🎯 Unit Performance Report For deeper analysis of individual units, RecSystems offers a dedicated **Unit Performance Report** for each boat, UTV, or piece of equipment. ### Accessing Unit Performance 1. Navigate to **Fleets** → Select a fleet → Select a unit 2. Click the **Performance** button in the Admin Actions section 3. Or use the unit dropdown on any performance report to switch units ### What You'll See #### Health Score Ring A visual A-F grade showing overall unit performance based on: - Utilization (40% weight) - Revenue vs fleet average (30% weight) - Booking activity (30% weight) #### Key Metrics (Bento Cards) - **Revenue** — Total for the period - **Utilization** — Percentage with progress bar - **Bookings** — Count with velocity trend - **RevPAUH** — Revenue per available hour - **Fleet Rank** — Where this unit stands (#1-#N) - **Average Order** — AOV for this unit #### Comparison Features Compare this unit to: | Option | What It Shows | |--------|---------------| | **Same period last year** | YoY growth/decline | | **Previous period** | Recent momentum | | **Another unit** | How units compare head-to-head | When comparing, you'll see: - % change badges on all metrics (green up, red down) - Side-by-side bars on the day chart - Comparison-specific insights #### AI-Powered Insights Actionable recommendations based on the data: - 📈 Growth alerts when improving significantly - ⚠️ Warnings for high no-shows or cancellations - 💡 Tips for improving utilization - 🏆 Celebration for top performers #### Revenue by Day Chart Visual bar chart showing which days perform best for this specific unit. #### Operations & Customer Metrics - Completed bookings, cancellation rate, no-show rate - Unique customers, repeat rate, average customer value ### Quick Date Selection Use the pill buttons to instantly change periods: - **7d** — Last 7 days - **30d** — Last 30 days - **90d** — Last 90 days (quarter view) - **MTD** — Month to date - **YTD** — Year to date ### Best Practices 1. **Weekly check**: Review each unit's 7d performance 2. **Compare to fleet**: Use unit comparison to find underperformers 3. **Spot trends**: Use YoY comparison for seasonality insights 4. **Act on insights**: Follow the AI recommendations --- ## 🚤 Fleet Performance Metrics ### RevPAUH (Revenue Per Available Unit Hour) ⭐ **What it is**: How much revenue each unit generates per available hour. This is the **industry gold standard** for rental efficiency. **Formula**: Total Revenue ÷ Total Available Hours (across fleet) **Example**: $32.40/hr means your fleet earns $32.40 for every hour it could potentially be rented. **Industry benchmarks** (approximate): | Category | Low | Average | High | |----------|-----|---------|------| | Marine (boats) | $15/hr | $28/hr | $45/hr | | Powersports (UTVs) | $25/hr | $45/hr | $70/hr | | Equipment | $5/hr | $15/hr | $25/hr | ### Unit Utilization **What it is**: Percentage of available time that units are actually rented. **Formula**: Booked Hours ÷ Available Hours × 100 **Targets**: - 80%+ = Excellent (consider expanding fleet) - 60-80% = Good (room for growth) - < 60% = Opportunity (promote more or adjust pricing) ### Turnover Rate **What it is**: How many times a unit is rented per week. **Example**: 3.2/week means the unit averages about 3 rentals per week. **Why it matters**: High turnover + high revenue = healthy business. ### Unit Health Score **What it is**: A composite grade (A through F) based on: - Utilization (40%) - RevPAUH vs fleet average (30%) - Turnover rate (30%) **Grade meanings**: - **A**: Star performer — keep it busy! - **B**: Solid contributor — optimize if possible - **C**: Average — investigate potential issues - **D-F**: Needs attention — check maintenance, pricing, or promotion --- ## 📅 Time Intelligence ### Revenue by Day of Week Shows which days generate the most revenue. **How to use it**: - Identify your busiest days (usually Saturday) - Consider premium pricing for peak days - Promote slower days with discounts **Insight example**: > "💡 Saturdays generate 42% more than weekday average" ### Booking Velocity **What it is**: How many bookings you're receiving recently (7-day rolling). **Momentum indicators**: - 🔥 **Strong**: Bookings accelerating - ✅ **Steady**: Normal pace - ⚠️ **Slowing**: Consider promotion **Why it matters**: Early warning system for demand changes. ### Booking Lead Time **What it is**: How far in advance customers book. **Buckets**: - Same Day (high urgency customers) - 1-2 Days - 3-7 Days - 7+ Days (planners) **Why it matters**: Helps you plan staffing and set early-bird/last-minute pricing. --- ## 👥 Customer Intelligence ### Repeat Customer Rate **What it is**: Percentage of customers who have booked more than once. **Industry target**: 20-30% is healthy for most rental businesses. **Why it matters**: Repeat customers: - Cost less to acquire - Spend more per order - Refer friends and family ### Customer Lifetime Value (CLV) **What it is**: Estimated total revenue from a customer over their lifetime. **Formula**: Average Order Value × Average Orders per Customer **Example**: $175 AOV × 2.2 orders = $385 CLV **Why it matters**: Justifies spending to acquire new customers and retain existing ones. ### The Loyalty Ladder Shows your customer distribution: | Segment | Definition | Focus | |---------|------------|-------| | 🆕 First-time | 1 order | Convert to returning | | 🥈 Returning | 2-3 orders | Build loyalty | | 🥇 Loyal | 4+ orders | Reward and retain | --- ## ⚡ Operational Metrics ### No-Show Rate **What it is**: Percentage of confirmed bookings where customers didn't show up. **Targets**: - < 3% = Excellent - 3-5% = Industry average - > 5% = High (needs attention) **To reduce no-shows**: - Send reminder emails/texts - Require deposits - Have clear cancellation policies - Call to confirm large bookings ### Days Sales Outstanding (DSO) **What it is**: Average days to collect payment. **Formula**: Outstanding AR ÷ (Daily Revenue) **Targets**: - < 15 days = Excellent - 15-30 days = Good - > 30 days = Review collection process **Lower is better**: Money in your pocket faster. ### Cart Conversion Rate **What it is**: Percentage of started bookings that become paid orders. **Formula**: Paid Orders ÷ Started Carts × 100 **Industry benchmark**: 65-75% is typical **To improve**: - Simplify checkout process - Offer multiple payment options - Add urgency ("Only 2 spots left!") - Follow up on abandoned carts --- ## 🔍 Using Filters ### Date Range Select any time period: - **Quick presets**: 7d, 30d, 90d, Today, Yesterday, MTD, QTD, YTD - **Custom**: Pick specific start and end dates **Pro tip**: Use consistent date ranges when comparing performance. ### Compare To Enable period comparisons: - **Same period last year**: Best for seasonality - **Previous period**: Best for recent trends When enabled, you'll see comparison values and trend arrows on all KPIs. ### Account Filter For multi-location businesses: - Select specific locations - Or view all combined ### Test Mode Toggle between: - **Live data**: Real customer bookings - **Test data**: Test/demo bookings (for training) --- ## 📤 Exporting Reports ### Quick Exports Access via the **Export** button: | Format | Best For | Contents | |--------|----------|----------| | **Excel (.xlsx)** | Accounting, analysis | Multiple sheets with all data | | **PDF Summary** | Sharing, meetings | Visual summary report | | **CSV Raw Data** | Custom analysis | Raw data for spreadsheets | ### Available Exports - **Payments CSV**: All payment transactions - **Refunds CSV**: All refund details - **Units Performance CSV**: Per-unit breakdown - **AR Aging CSV**: Outstanding balances by age ### Export Tips 1. Set your date range **before** exporting 2. Use Excel format for accountants 3. PDF is great for owner/investor reports 4. CSV works best for custom analysis --- ## 📈 Best Practices ### Daily Routine (2 minutes) 1. Open KPIs Dashboard 2. Check the three hero numbers 3. Glance at Booking Velocity (momentum check) 4. Review any "Needs Attention" items ### Weekly Review (15 minutes) 1. Compare to same week last year 2. Review day-of-week patterns 3. Check unit performance table 4. Export Excel for records ### Monthly Deep-Dive (30 minutes) 1. Full period comparison (month vs prior year) 2. Analyze customer trends (new vs returning) 3. Review underperforming units 4. Check operational metrics (no-shows, DSO) 5. Export for accountant --- ## 💡 Actionable Insights The dashboard doesn't just show numbers — it provides recommendations: ### Example Insights You'll See | Insight | What It Means | Action | |---------|---------------|--------| | "Saturdays generate 42% more than weekday average" | Weekend is your peak | Consider premium weekend pricing | | "Fishing Boat #3 has 0 rentals in 30 days" | Unit is underperforming | Check maintenance, lower price, or promote | | "Returning customers spend 40% more" | Loyalty pays off | Start a "welcome back" discount | | "Cart conversion is 62% (industry: 70%)" | Losing bookings at checkout | Simplify checkout, add urgency | --- ## 🆘 Troubleshooting ### "My numbers look wrong" 1. **Check date range**: Make sure you selected the right period 2. **Check filters**: Account filter might be limiting data 3. **Refresh**: Click the refresh button to reload 4. **Data delay**: Very recent bookings may take a few minutes ### "Revenue doesn't match Stripe" The dashboard shows **booked revenue**. Stripe shows **actual deposits**. Differences occur due to: - Timing (booking date vs charge date) - Refunds processed after period - Multi-currency conversions ### "Comparison isn't working" 1. Ensure "Compare to" is set (not "No comparison") 2. You need data in both periods to compare 3. New accounts won't have last-year data ### "Export failed" 1. Try a shorter date range 2. Refresh the page and try again 3. Check your internet connection 4. Contact support if persists --- ## 📱 Mobile Access The KPIs Dashboard is optimized for mobile: - **Portrait mode**: See hero numbers instantly - **Scroll down**: Additional metrics and charts - **Pull to refresh**: Update data - **Tap cards**: See more details **Best for**: Morning check, quick updates, on-the-go monitoring --- ## 🔗 Related Guides - [Pricing Strategies](pricing-strategies.md) — Optimize your rates based on report insights - [KPI Glossary](../07-reference/kpi-glossary.md) — Detailed definitions of all metrics - [Booking Workflow](../01-daily-operations/booking-workflow.md) — Understand the data sources --- ## 🎯 Key Takeaways 1. **Start with the 3 hero numbers** — Revenue, Utilization, Orders 2. **Watch for health badges** — Green is good, red needs attention 3. **Use comparisons** — Context makes numbers meaningful 4. **Follow the insights** — The dashboard tells you what to do 5. **Export monthly** — Keep records for taxes and analysis --- *Questions about your reports? Contact [email protected]* | "Fishing Boat #3 has 0 rentals in 30 days" | Unit is underperforming | Check maintenance, lower price, or promote | | "Returning customers spend 40% more" | Loyalty pays off | Start a "welcome back" discount | | "Cart conversion is 62% (industry: 70%)" | Losing bookings at checkout | Simplify checkout, add urgency | --- ## 🆘 Troubleshooting ### "My numbers look wrong" 1. **Check date range**: Make sure you selected the right period 2. **Check filters**: Account filter might be limiting data 3. **Refresh**: Click the refresh button to reload 4. **Data delay**: Very recent bookings may take a few minutes ### "Revenue doesn't match Stripe" The dashboard shows **booked revenue**. Stripe shows **actual deposits**. Differences occur due to: - Timing (booking date vs charge date) - Refunds processed after period - Multi-currency conversions ### "Comparison isn't working" 1. Ensure "Compare to" is set (not "No comparison") 2. You need data in both periods to compare 3. New accounts won't have last-year data ### "Export failed" 1. Try a shorter date range 2. Refresh the page and try again 3. Check your internet connection 4. Contact support if persists --- ## 📱 Mobile Access The KPIs Dashboard is optimized for mobile: - **Portrait mode**: See hero numbers instantly - **Scroll down**: Additional metrics and charts - **Pull to refresh**: Update data - **Tap cards**: See more details **Best for**: Morning check, quick updates, on-the-go monitoring --- ## 🔗 Related Guides - [Pricing Strategies](pricing-strategies.md) — Optimize your rates based on report insights - [KPI Glossary](../07-reference/kpi-glossary.md) — Detailed definitions of all metrics - [Booking Workflow](../01-daily-operations/booking-workflow.md) — Understand the data sources --- ## 🎯 Key Takeaways 1. **Start with the 3 hero numbers** — Revenue, Utilization, Orders 2. **Watch for health badges** — Green is good, red needs attention 3. **Use comparisons** — Context makes numbers meaningful 4. **Follow the insights** — The dashboard tells you what to do 5. **Export monthly** — Keep records for taxes and analysis --- *Questions about your reports? Contact [email protected]*