How every number is worked out

Exactly what counts towards each figure, so you can trust them.

Every tile in Analytics counts something slightly different — some by the day the booking was made, some by the day of the appointment, and three ignore your date range entirely. Here is what goes into each figure, so you can quote them with confidence.

What each number counts

Open Booked in your WordPress sidebar, then Analytics. One request fills all nine tiles for the range showing top right.

• 1The date range — every range-based figure comes from this button. Analytics always opens on Last 30 days and never remembers your choice.
• 2Compare — adds the "Compared with" line and a change chip to six tiles only: Bookings, Expected revenue, Taken revenue, Customers, Repeat rate and Cancellation rate.
• 3Expected revenue — what this range's bookings are worth if they all go ahead. Unpaid ones count in full.
• 4Taken revenue — money collected online through Booked Payments only; cash and card-machine takings never reach it.
• 5Appointments today — today's diary, whatever range is selected. Nothing on the tile says so.
• 6Repeat rate — all-time, so with Compare on it shows a flat ± 0%: it is comparing the same number with itself.
• 7Cancellation rate — the only tile where a fall shows green, because falling is the good direction.

Expected revenue and taken revenue

Expected revenue is demand. It adds the price on every booking taken in the range, as it stood at the moment of booking, so later price changes never rewrite history. A booking nobody has paid towards counts in full, and so does a no-show.

Taken revenue is collection, and only through Booked Payments. If a service takes a 20% deposit, only that 20% belongs here — the balance paid on the day happens outside Booked, as does anything on your card machine or by bank transfer.

Repeat rate and lifetime value

Both are all-time figures sitting in a range-filtered row, so changing the date range never moves them.

Repeat rate is the share of customers who have booked more than once — two or more bookings of any status, so someone whose second appointment was cancelled still counts. Lifetime value is the booked value of every live booking divided by every customer who has ever booked, one-timers included. It is average booked value, not money received, so a long tail of one-off travel jabs will always keep it modest.

Cancellation rate and no-shows

Cancellation rate divides cancelled and declined bookings by all bookings created in the range, cancellations included. The Bookings tile above it excludes those same cancellations, so the percentage will not divide neatly into it — 4.7% here is 4.7% of a total slightly larger than 214.

The no-show percentage in the hint line uses that same denominator. Everywhere else a no-show behaves like a live booking — it counts in Bookings, Expected revenue and Top services. Only cancelled and declined bookings drop out.

The panels below the tiles

• Top services and Staff rank by booking count, so the number beside each bar is a count. Most valuable customers looks identical but shows money, all-time.
• Every list is capped, and nothing says so: 8 services, 8 staff, 6 customers, 10 each for source, medium and campaign.
• Booking status is the only panel that counts cancelled bookings, so its total beats the Bookings tile.
• Revenue over time plots expected revenue, and neither chart has figures up the side — hover a bar for its exact value.

Dashboard numbers count something else

The word "bookings" means two things here. Analytics counts orders taken; the Dashboard counts appointments happening. On the same day, both can be right and different.

• 1Bookings today — appointments in today's diary, matching Appointments today on Analytics. The hint under the Analytics Bookings tile reads "9 today" — nine orders taken. Both are right.
• 2Expected this month — the value of this calendar month's appointments, not its orders, so it will not match Expected revenue on Analytics.
• 3Taken this month — money collected online for this month's appointments. See the warning above.
• 4Paid online — an all-time count of bookings paid or part-paid online, beside two "this month" tiles.
• 5Payments — all-time counts too. Nothing here is filtered to a period.

Today's schedule and Coming up use your computer's clock; the tiles above them use Settings › Region & currency › Timezone. On a laptop set to another timezone, list and tile can disagree by a day. Coming up shows six appointments, no more.

Picking a period, and comparing it

• 1Presets — most are day counts, not calendar periods. Last 30 days is today plus the previous 29, and Last 12 months is the last 365 days. For a calendar period use This month or Last month.
• 2The calendar — two months, weeks starting Monday. Your first click sets the start, your second the end. Future dates are greyed out, so Analytics can never show bookings that have not happened yet — use the Calendar for those.
• 3The footer — the pending selection. Apply stays unavailable until a start date is picked; Escape, Cancel or a click outside closes the popover unchanged.

Compare uses the same number of days immediately before your range, not the equivalent calendar period. Choose This month on 26 August and you are comparing 1–26 August against 6–31 July, which straddles two months. A chip reading 100% means the previous period was zero; when both are zero the chip is hidden.

Why Analytics and your payments list differ

Analytics reads appointment records; the transactions list under Settings › Payments reads card payments. Several things pull them apart:

• One payment can cover several bookings. A course is charged once and its follow-up visits created at £0, so one sale shows as three or four bookings and drags the average booking value down.
• One visit can be several bookings. Same-visit bundles are separate appointments, each with its own price — two or three lots of expected revenue from one customer.
• One booking can carry several people. A group booking of four is one row priced at four times the service price.
• Refunds are all or nothing on the booking. A full refund zeroes the collected amount, so it leaves Taken revenue entirely rather than shrinking it. A partial refund does not change the booking's payment status at all.
• Upsells are not bookings. Anything sold through a WooCommerce upsell after the appointment is a shop order, never a Booked revenue figure.
• Only the 12 most recent card payments are listed. The full history, with filtering and CSV export, is on your Booked account website rather than in WordPress.