Reports & Analytics
Dashboard Metrics - Key Numbers Explained
The dashboard shows key metrics including Gross Revenue, Net Revenue, Orders, Average Order Value, Utilization, and more. Each metric includes comparison arrows showing trends vs. previous periods.
The reports dashboard shows your most important business numbers at a glance. Here's what each metric means and how to interpret it.
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Hero Cards
The large cards at the top show your primary KPIs:
Gross Revenue
What it is: Total amount charged to customers before any refunds.
Why it matters: Shows your total sales volume.
Example: $15,450 gross revenue means customers paid $15,450 total.
Net Revenue
What it is: Gross revenue minus refunds.
Why it matters: This is your actual earned revenue.
Calculation: @@FENCE0@@
Example: $15,450 gross - $800 refunds = $14,650 net
Orders
What it is: Number of completed transactions (carts).
Why it matters: Shows booking volume independent of dollar amounts.
Average Order Value (AOV)
What it is: Average revenue per order.
Calculation: @@FENCE1@@
Why it matters: Higher AOV means customers are spending more per booking. Increase it with add-ons, longer durations, or premium units.
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Financial Metrics
Refunds
What it is: Total amount refunded to customers.
Why it matters: High refunds may indicate cancellation issues or service problems.
Taxes Collected
What it is: Sales tax collected from customers.
Why it matters: You're responsible for remitting this to tax authorities.
Platform Fees
What it is: RecSystems platform fees on your transactions.
Why it matters: Understand your net-net after all fees.
Processing Fees
What it is: Stripe payment processing fees.
Typical rate: ~2.9% + $0.30 per transaction
Outstanding Balance
What it is: Amounts owed by customers (unpaid deposits, balances).
Why it matters: Track what you're owed and follow up on collections.
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Operational Metrics
Utilization Rate
What it is: Percentage of available rental time that's booked.
Calculation: @@FENCE2@@
Example: If a unit is available 40 hours/week and booked for 30 hours: @@FENCE3@@
Benchmarks: - 50-60% = Good for most rental businesses - 70-80% = Excellent - 90%+ = Consider adding inventory
Vacancy Rate
What it is: Opposite of utilization—time with no bookings.
Calculation: @@FENCE4@@
Cancellation Rate
What it is: Percentage of bookings that were cancelled.
Calculation: @@FENCE5@@
Benchmarks: - Under 10% = Normal - 10-20% = Worth investigating - Over 20% = Review policies and customer experience
No-Show Rate
What it is: Percentage of reserved bookings where customer didn't arrive.
Why it matters: No-shows waste capacity. Consider no-show fees or stricter policies.
Add-on Attach Rate
What it is: Percentage of bookings that include add-ons.
Why it matters: Add-ons increase revenue without new bookings. Low attach rate = opportunity.
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Performance Metrics
RevPAUH (Revenue Per Available Unit Hour)
What it is: Revenue efficiency metric borrowed from hospitality. Shown in unit performance reports (not the main KPI dashboard).
Calculation: @@FENCE6@@
Example: $10,000 revenue with 500 available unit-hours: @@FENCE7@@
Why it matters: Combines pricing and utilization into one metric. Increase it by raising prices or improving utilization.
Where to find it: Unit Performance reports and per-unit breakdowns.
Fleet Yield
What it is: Percentage of potential revenue you're actually capturing.
Calculation: @@FENCE8@@
Potential revenue assumes 100% utilization at full prices.
Booking Velocity
What it is: 7-day trend of new bookings.
Why it matters: Shows momentum. Increasing velocity = growing demand.
Turnover Rate
What it is: Average number of rentals per unit per week.
Why it matters: Higher turnover = more efficient use of inventory.
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Trend Indicators
Comparison Arrows
Each metric shows a comparison to the previous period:
| Arrow | Color | Meaning |
|---|---|---|
| ↑ | Green | Improvement |
| ↓ | Red | Decline |
| → | Gray | No significant change |
Percentage Change
Next to the arrow, you'll see the percentage change:
$15,450 ↑ 12%
This means revenue is up 12% compared to the comparison period.
Comparison Periods
Choose your comparison: - YoY (Year-over-Year) — Same period last year - Previous Period — Preceding period of equal length
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Customer Metrics
Repeat Customer Rate
What it is: Percentage of customers who've booked before.
Why it matters: Repeat customers are more valuable and cost less to acquire.
Benchmark: 20-30% is typical for healthy rental businesses.
Customer Segments
Reports break down customers into: - New — First-time bookers - Returning — Booked 2-3 times - Loyal — 4+ bookings
Lead Time Distribution
What it is: How far in advance customers book.
Common patterns: - Last-minute (0-3 days) - Short-term (4-14 days) - Advance (15-30 days) - Far advance (30+ days)
Why it matters: Helps with pricing strategy (early bird vs. last-minute deals).
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Time Intelligence
Revenue by Day of Week
Shows which days generate the most revenue. Typical pattern: - Weekends = highest - Midweek = lowest
Action: Create weekday promotions to even out demand.
Demand Heatmap
Visual grid showing booking volume by: - Hour of day (rows) - Day of week (columns)
Darker cells = more bookings. Identify peak times and slow periods.
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Understanding Your Numbers
Good Signs
- ↑ Net Revenue
- ↑ Utilization
- ↑ Repeat Customer Rate
- ↑ Average Order Value
- ↓ Cancellation Rate
- ↓ Vacancy Rate
Warning Signs
- ↓ Revenue with same bookings (pricing issue)
- ↑ Cancellation Rate (policy or experience issue)
- ↓ Add-on Attach Rate (missed upsell opportunity)
- ↑ Outstanding Balance (collection issue)
Taking Action
When metrics decline: 1. Identify the cause 2. Review recent changes 3. Consider promotions or policy adjustments 4. Ask Rex for suggestions
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Need more? Search the live help desk or email wecare@recsystems.com.