Understanding Your Numbers
Reports are only useful if you know what the numbers mean. This page walks through every key metric you will see in EquipDash Reports and explains what it tells you, why it matters, and what to do about it.
Revenue Metrics
Sales
What it is: The total amount of money received from completed payments during the selected time period. This appears as a stat card on the Overview, Rentals, and Experiences tabs.
Why it matters: This is your top-line income. Tracking it over time tells you whether your business is growing, stable, or declining.
What to do:
- Compare month over month to spot seasonal patterns
- If revenue is flat but bookings are growing, your average booking value may be dropping — check your pricing
Avg. Order Value (Store)
What it is: Total store revenue divided by total store orders for the period.
Why it matters: A higher average order value means each customer transaction is worth more to your business.
What to do:
- If this number is low, consider upselling (e.g. product bundles, add-ons)
- If it is dropping over time, check whether discounts or promotions are eroding your margins
Booking Metrics
Booking in Period
What it is: The number of bookings whose rental or experience dates fall within the selected period. This counts bookings that are active during the period, even if they were created earlier.
Why it matters: Shows you how busy your operation actually is during a given period.
Bookings Received
What it is: The number of new bookings created during the selected period, regardless of when the rental or experience is scheduled.
Why it matters: Booking creation volume is a direct measure of demand and sales activity.
What to do:
- Track week over week to spot trends
- A sudden drop may indicate a problem with your website, widget, or external factors like weather
Bookings by Day of Week
What it is: How many bookings happen on each day of the week. On the Rentals tab, this is split into Pickup day and Dropoff day. On the Experiences tab, it shows Start day and End day.
Why it matters: Most rental and activity businesses have clear peak days. Knowing yours helps you staff and stock accordingly.
What to do:
- Schedule more staff on busy days
- Run targeted promotions on quiet days to smooth out demand
- Adjust opening hours if certain days are consistently dead
Bookings by Time of Day
What it is: The distribution of booking pickup and dropoff times across hours of the day. Shows Pickup time and Dropoff time as stacked bars.
Why it matters: Helps you understand when customers actually show up.
What to do:
- Ensure you have enough staff during peak pickup and dropoff windows
- Consider adjusting store hours if demand is concentrated in a narrow window
Booking Channel
What it is: Where each booking originated — POS (in-store) or Online booking (via your website widget).
Why it matters: Understanding your channel mix helps you allocate marketing spend and effort effectively.
What to do:
- If most bookings are POS, investing in your online widget could unlock growth
- If online bookings are growing, your web presence is working — keep investing there
Customer Metrics
Total Customers / New Customers / Returning Customers
What they are: The three stat cards on the Customers tab. Total customers is the overall count, New customers are first-time bookers, and Returning customers are repeat bookers during the period.
Why it matters: Retention is cheaper than acquisition. A healthy returning customer count means people like what you offer.
What to do:
- If returning customers are low, focus on post-booking follow-up (surveys, email campaigns, loyalty offers)
- If almost all bookings are returning customers, you may need to increase marketing to attract new ones
Top 10 Customers by Sales
What it is: A ranked table of your highest-spending customers.
Why it matters: These are your most valuable relationships.
What to do:
- Treat them well — a personal thank-you or small perk goes a long way
- Understand what they book and why, then use that insight to attract similar customers
Customers by City
What it is: The geographic distribution of your customers based on their profile data.
Why it matters: Tells you where your customers are coming from.
What to do:
- Target online ads to your strongest markets
- If you see clusters in unexpected areas, investigate what is driving that traffic
Rental Metrics
Utilization Rate
What it is: The percentage of your total available inventory time that was actually rented out. Shown as a stat card on the Rentals tab and as a trend line in the "Utilization over time" chart.
Why it matters: This is the single most important efficiency metric for a rental business. Inventory sitting idle costs you money.
What to do:
- Below 30% — You may have too much inventory, or demand is low. Consider discounting, bundling, or reducing stock.
- 30–60% — Healthy range for most businesses. There is room to grow but you have buffer for peak demand.
- Above 70% — You are running hot. Consider adding inventory to avoid turning customers away.
- Above 90% — You are likely losing bookings because you are fully booked. Expand inventory as soon as possible.
Avg. Rental Duration
What it is: The mean length of time customers rent your products. Shown as a stat card and as an "Avg. duration of bookings over time" trend chart.
Why it matters: Helps you understand customer behaviour and price effectively.
What to do:
- If most rentals are short (1–2 hours), make sure your hourly pricing is competitive
- If most are multi-day, consider weekly rates to encourage longer rentals
- Match your pricing tiers to actual demand patterns
Experience Metrics
Avg. Experience Duration
What it is: The mean length of experience sessions, shown as a stat card on the Experiences tab.
Why it matters: Helps with scheduling and understanding what customers prefer.
Avg. Participants per Booking Over Time
What it is: The mean number of participants per experience session, shown as a trend chart.
Why it matters: Shows whether your sessions are filling up or running under capacity.
What to do:
- If consistently low, reduce session frequency or invest in promotion
- If consistently at capacity, add more sessions or increase group size limits
- If highly variable, look for patterns by day or experience type
Top 5 Experiences
What it is: Your most-booked or highest-revenue experiences.
Why it matters: Your bestsellers are where you should focus effort and investment.
What to do:
- Ensure these experiences always have availability — do not let your best product sell out
- Consider adding variations (e.g. sunset version, private group option) to capture more demand
Store Metrics
Store Revenue / Items Sold / Active Products
What they are: The stat cards on the Store tab showing total store revenue, number of items sold, and number of active product listings.
Why it matters: Tracks the health and activity of your online store.
Top Store Products
What it is: A ranked chart of your best-selling store products by revenue or quantity.
What to do:
- Keep top sellers well-stocked
- Consider promoting underperforming products or removing them
Comparison Indicators
Throughout Reports, you will see small red or green percentage changes next to stat card values. These compare the current period to the previous equivalent period:
| Viewing | Compared To |
|---|---|
| Today | Yesterday |
| Last 7 days | The 7 days before that |
| Last 30 days | The 30 days before that |
- Green / positive % — The metric improved compared to the previous period
- Red / negative % — The metric declined compared to the previous period
Keep in mind that a single comparison can be misleading. A bad day compared to an unusually good day looks like a decline even if you are performing well overall. Always look at the broader trend.