How every number is worked out

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

Every tile in Insights 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 Insights. One request fills all eight tiles for the range chosen in the bar at the top.

• 1The date range — every range-based figure comes from this button. Insights always opens on Last 30 days.
• 2Compare with the period before — adds how each tile moved against the same number of days before.
• 3The tiles — Bookings, Booked value, Paid so far and Customers follow the range; Come back and Worth over time are all-time; Coming up counts from now, with today’s appointments in its hint; Cancelled carries the no-show rate underneath.

Booked value and Paid so far

Booked value 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. A booking paid with package credit counts as £0: that money shows in the Packages and passes panel, on the day the package was bought.

Paid so far is collection against those same bookings: everything on record as paid towards them, whichever way it came — online at the card step, charged to a card on file, taken in cash or on the card machine with Take payment, or ticked paid by hand — less anything refunded. If a service takes a 20% deposit online and the rest is paid at the counter, both halves belong here once the counter half is recorded. It is counted against the day the booking was made, even when the balance arrives weeks later, which is why its hint says “any way” and why it will not match Money taken, which counts by the day money arrived.

Money taken

The Money taken card, below the trend charts, works from a different record altogether: the payments ledger, every payment and refund with the day it happened. Nothing on it looks at when a booking was made, so it will not agree with the tiles above, and that is right. The tiles say what the period’s bookings are worth and how much of that has been paid; the card says what came in.

Three rules apply to everything on the card. A test booking never counts, however it was paid. A team member held to certain branches, or to their own appointments, sees only the money on those bookings and sales, and the card says nothing about the rest; see Team access. And a refund counts on the day it was given back, not the day its payment was taken, so refunding last month’s payment today lowers this month’s Net and leaves last month’s alone.

The Over time chart buckets the money as the trend charts do: by day up to a month, by week to about four months, by month beyond. Hover a bar for each way it was paid that day, the total, and the refunds if any went back. How it was paid lists each way in a fixed order, Card, online first and Recorded by hand last, with how many payments and, after a dot, what went back: “14 payments · −£68.99”. With Compare on, the four tiles move against the period before, and a rise in Refunded shows red. A tour of Insights walks through the card.

Come back and lifetime value

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

Come back 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. Worth over time 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.

Cancelled and no-shows

Cancelled 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 — 5.2% here is 5.2% of a total slightly larger than 257.

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, Booked value and Most booked services. Only cancelled and declined bookings drop out.

The panels below the tiles

• Most booked services and Busiest 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.
• How bookings ended up is the only panel that counts cancelled and declined bookings alongside the rest, so its total beats the Bookings tile. Why people cancelled counts cancellations by the day they were cancelled, not the day the booking was made.
• Booked value over time plots expected revenue, not money taken. Both charts are lines with a scale up the side; hover a point for its exact value.

Dashboard numbers count something else

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

• 1Dashboard tiles — Today counts appointments in today’s diary; This week is the booked value of appointments dated this week, against last week; No-shows this month is the share of this month’s appointments so far marked as a no-show. They count appointments by the day they happen, not orders by the day they were made, so they will not match the Insights tiles. Unfinished bookings counts people who stopped part-way through your form after leaving an email address. See Your Dashboard.

The Dashboard works out “today” and “this week” from your computer’s clock. Insights uses the time zone set in Settings › Region & currency. On a laptop set to another time zone, the two can disagree by a day around midnight.

Picking a period, and comparing it

• 1Presets — one click applies them. 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 — one month at a time, weeks starting Monday. For your own dates, tap the first day, then the last. Future dates are greyed out and you cannot step past this month, so Insights never shows bookings made in the future — use the Diary for appointments to come.
• 3The footer — the pending selection. Apply stays unavailable until both days are 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. When the earlier period had nothing, a tile reads “up from nothing before”; when both are empty, “nothing either period”. Percentages move in points: “▲ 1.2 pts vs before”.

Why Insights and your payments list differ

Insights reads appointment records; the Payments list under 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.
• A refund moves two figures on different days. Any amount can go back, and it comes off Paid so far on the booking, which sits in the period the booking was made; in Money taken it counts on the day it was given back. Refund in October a booking made in June and June’s Paid so far falls while October’s Refunded rises. See Refunds.
• Upsells are not bookings. Anything sold through a WooCommerce upsell after the appointment is a shop order, never a Booked revenue figure.
• The Payments list is short. It shows your 12 most recent card payments, so older ones only show up in Insights. See the payments list.