A tour of Insights

Bookings, revenue, customers and where they came from — over any period.

Insights answers one question: how is the business doing over a stretch of time? Pick a period at the top and everything below refills from it. Here is the screen top to bottom, and the figures people misread.

Set the period first

Open Insights, under Grow in the sidebar. It always opens on Last 30 days — the range is not remembered, so check the button before you trust a number.

• 1The date range button — the period in force. Overview and Live to its left switch between this screen and the Live tab, which shows who is on your booking form right now (see The Live view).
• 2Compare with the period before — sets the tiles against the same number of days just before, and draws that period as a dashed line on both charts.
• 3The eight tiles — Bookings: orders taken in the range. The hint beneath, "1 made today", ignores the range. Come back: all-time, so it does not move when you change the range. The comparison: with Compare on, the hint lines give way to how each tile moved, and a line under the bar says which dates you are measured against, for example “Set against 30 Jul to 28 Aug.”
• 4Analyse my numbers — appears only when your licence is active.

The button opens this popover.

• 1Presets — clicking one applies it at once. They count days, not calendar months: Last 30 days includes today, Last 12 months is 365 days. Use This month or Last month for calendar periods.
• 2Your own dates — there is no Custom button: tap the first day in the calendar, then the last. Tap an earlier day second and the two swap round. The arrows step a month at a time, and weeks start on Monday. Once applied, the button shows your dates instead of a preset name.
• 3Future dates are greyed out. Insights only looks backwards — for what is to come, use the Diary or Coming up.
• 4Apply — stays unavailable until you have picked both days. Escape, Cancel or a click outside closes it unchanged.

Reading a comparison

Compare measures your range against the same number of days immediately before it — days, not calendar months. Pick This month on the 26th and you are compared with the previous 26 days, which straddle two months.

• With Compare on, each tile that follows the range swaps its hint line for how it moved, such as “▲ 12% vs before”. Come back and Cancelled move in points (“▼ 1.2 pts vs before”). Come back is all-time, so it reads “same as before”; Worth over time and Coming up keep their usual hints.
• Green means the movement is good. Cancelled is inverted, so a fall shows green.
• If the earlier period had nothing, the tile says “up from nothing before”; if this one has nothing, “down to nothing”; if both are empty, “nothing either period”.
• Both charts gain a dashed Period before line. Hover a point to see both values and the change.

What each tile actually counts

Five tiles follow your range. Three ignore it, and say so in their hint lines.

Two need care. Cancelled divides by every booking made in the range, cancelled ones included, while Bookings leaves them out — so it will not divide into the headline count. Worth over time counts everyone who ever booked, so it reads low if you do a lot of one-off trade. How every number is worked out goes through each one.

The two trend charts

Both charts use the same buckets, counted by the day the booking was made. Booked picks the bucket for you: by day for up to 31 days, by week up to 120 days, and by month beyond that. The value chart is what those bookings are worth; money by the day it was paid has its own card, Money taken, below.

• 1The range total — the whole-period figure, top right of each chart.
• 2The line — one point per day here; a longer range switches to weeks or months on its own, and the line under the title says which. Hover for the date and value. Booked value here is what the bookings are worth, not money taken. With nothing in the period, the chart reads “Nothing in this period yet.”

Money taken

Under the trends sits Money taken: what actually came in during the period, by the day it was paid. It reads your payments ledger rather than your bookings, so it knows about cash, your card machine and cards on file as well as what was paid online, and it knows what you gave back. The large figure at the right of its heading is the net: taken, less refunds.

• 1The net — everything taken in the period less everything refunded in it. The same figure sits on the Net tile.
• 2Taken — every payment that landed in the period, any way, with how many payments underneath. Beside it, Refunded is what went back in the period, as a share of what was taken (“nothing given back” when nothing did); Net is taken less refunds; At the desk is cash, card machine and card-on-file payments less any refunds of them, which is what your till took.
• 3Over time — a bar per day, each stacked by how the money was paid. Up to a month it is by day, to about four months by week, beyond that by month. Hover a bar for the date, each way it was paid, the total for the day, and the refunds if anything went back that day. With nothing in the period, it reads “No money taken in this period yet.”
• 4The key — each way of paying keeps its colour wherever it appears: Card, online in blue, Cash in green, Card machine in amber, Card on file in pink, Recorded by hand in teal. Only the ways used in the period are listed.
• 5How it was paid — the same money as a bar per way of paying, always in that same order, with how many payments underneath and, where something went back, the refund after a dot: “14 payments · −£68.99”. Nothing in the period reads “No money taken in this period yet.”

With Compare on, the four tiles swap their hint lines for how they moved against the same number of days before, such as “▲ 12% vs before”. A rise in Refunded shows red, because more money going back is the one movement here that is not good. Neither chart draws the period before.

What goes in is simple: every payment and every refund in the ledger, on the day it happened. That is what was paid at the card step of your booking form, what was charged to a card on file, what reception took in cash or on the card machine with Take payment, including walk-ins and quick sales with no booking behind them, and any booking ticked paid without a payment being taken, which lands under Recorded by hand. Refunds count on the day they were given back, whichever way they went. Test bookings are left out, and a team member held to certain branches, or to their own appointments, sees only the money on those.

Services, staff and where bookings came from

Most booked services and Busiest staff rank by booking count, top eight only. If you sell packages, a Packages and passes panel appears after them, counting package money on the day it was paid. How bookings ended up is the one panel that counts cancelled and declined bookings alongside the rest; Why people cancelled beside it lists the reasons customers gave. Most valuable customers ignores the date range.

• 1This number is a count, not money — on Most booked services and Busiest staff alike; the grey figure under each name is its booked value. Bookings with no staff attached show as "Unassigned".
• 2Source — includes a Direct / none row for everything Booked could not attribute. It exists only in Source, so the three columns never total the same.
• 3Medium — tagged traffic only.
• 4Empty states — Campaign lists tagged traffic only, so until you tag a campaign it reads "No campaigns tagged yet." If nothing in the period carries a tag at all, the panel shows Source alone beside a Nothing tagged yet note with an example link.
• 5Why people cancelled — the reason each customer picked when they cancelled, counted by the day they cancelled, with each reason’s share underneath. “Not given” collects the ones with no reason.
• 6Here the number is money — lifetime booked value, all-time, with the bookings count underneath. All customers → opens Customers.

Attribution is first-touch, kept in the customer's browser for 30 days, and captured on the page carrying the booking form. Where your bookings come from covers tagging in full. In short:

• If your ad lands people on a page without the booking form, the tags are gone before Booked sees them. Closing a private window before booking, or clicking on a phone and booking on a laptop, loses them too.
• Bookings staff create in the admin, bookings made through the Short form (the whole booking on one card), and the extra visits of a course or bundle carry no tags — all land in "Direct / none".
• Spelling matters, capitals do not: facebook and Facebook share a row, but fb is a separate source. Underscores show as spaces, so spring_sale reads "Spring sale".
• Every list is capped silently: 10 each for sources, mediums and campaigns, 8 services, 8 staff, 6 customers.

This is not Settings › Tracking & pixels, which reports bookings out to pixels you run. The two rarely match.

Ask what would grow this

Analyse my numbers returns a breakdown headed What your numbers say: a short summary, a Do this first highlight, a What is working list and a Worth trying list, where each idea carries one thing to do. It reads the period you have selected, plus the all-time figures on the tiles. The button then becomes Run again.

It sees totals only — your business name, the period, the tile figures, top services, staff names, the status mix, traffic sources and campaigns, and package totals. Customer names are never sent. Each run uses 10 AI credits, and you can run it once a week, so set the period first: changing the range or Compare wipes the breakdown, and running it again spends that week’s run. It is written from your booking data; use your own judgement.

Choosing a period that answers your question

1. Judging a campaignTap its first and last day in the calendar, press Apply, then read Where bookings come from.
2. Month against monthNote the totals on Last month, then switch to This month.
3. Checking a quiet weekLast 7 days with Compare on — seven days against seven.
4. Looking at the yearLast 12 months. Keep custom ranges under about 400 days, or the charts and the tiles disagree.