Reporting & Analytics

The CRM reporting module provides insights into your sales pipeline, customer behavior, and team performance.

Dashboard Overview

The reporting dashboard shows key metrics at a glance:

Revenue Metrics

• Monthly recurring revenue (MRR) — Total from active subscriptions
• Average booking value — Mean revenue per completed booking
• Revenue by zone — Breakdown across your service areas
• Revenue by industry — Which services generate the most revenue
• Year-over-year growth — Compared to the same period last year

Customer Metrics

• Total active customers — Customers with at least one booking in the last 90 days
• New customers this month — First-time bookers
• Customer churn rate — Percentage of customers who stopped booking
• Customer lifetime value (LTV) — Average total revenue per customer
• Net Promoter Score (NPS) — Based on post-service ratings

Pipeline Metrics

• Leads by stage — Current count in each pipeline stage
• Conversion rate — Percentage of leads that become customers
• Average time to close — Days from lead creation to first booking
• Win/loss ratio — Closed-won vs closed-lost leads
• Lead source effectiveness — Conversion rate by acquisition channel

Standard Reports

Revenue Report

Detailed revenue breakdown with filters:

• Date range
• Zone, industry, team member
• Booking type (one-time vs recurring)
• Payment status
• Export as CSV or PDF

Customer Acquisition Report

Track where customers come from and how they convert:

• Lead source attribution
• Time from first contact to first booking
• Cost per acquisition (if ad spend is tracked)
• First-booking conversion by industry

Team Performance Report

Per-team-member metrics:

• Bookings completed
• Revenue generated
• Customer satisfaction scores
• On-time arrival rate
• Utilization rate (booked hours vs available hours)

Churn Analysis

Understand why customers leave:

• Churn rate over time
• Last service before churn
• Common churn triggers (price change, service issue, natural lifecycle)
• Reactivation success rate

Custom Reports

Build custom reports using the report builder:

1. Select data source (bookings, customers, invoices, leads)
2. Choose columns (any available field)
3. Add filters (date range, status, zone, etc.)
4. Select grouping and aggregation (sum, count, average)
5. Choose visualization (table, bar chart, line chart, pie chart)
6. Save and optionally schedule for email delivery

Scheduled Reports

Set up reports to be automatically generated and emailed:

• Daily, weekly, or monthly frequency
• Multiple recipients
• PDF or CSV attachment
• Custom subject line and message

Scheduled reports are ideal for management reviews, financial reconciliation, and team meetings.