Client-facing KPI definitions for the Smeetz analytics dashboards. Safe to share with clients. The same definitions are added to each dashboard article in the Help Center, and the article The analytics dashboards overview links them all.
Every number shown on your Smeetz analytics dashboards, what it means and how it is calculated, organised by dashboard.
1. How to use this page
Find the dashboard you are looking at, then the KPI name as it appears on the tile. The What it means text is the same text you see when you hover the (i) icon on the tile.
📌 How to access: app.smeetz.com > Analytics > Dashboards
A few rules apply to every dashboard:
Last data refresh. Each dashboard shows, in its header, when its data was last updated. Check that tile before comparing numbers with another report.
Net and gross. Net means after discounts, gross means before discounts (the full ticket price). Cancelled items are removed from sales counts and amounts unless a KPI says otherwise.
VAT. Sales performance & trends, Capacity, demand & trends and Products & discount effectiveness have a VAT control. Daily overview shows amounts including VAT.
Currency. Amounts are shown in the currency of the order. When you sell in several currencies, filter on one currency before reading a total.
People, not scans. Attendance counts the people who came in, not the number of times a code was scanned. A visitor who scans three times counts once.
Same-day vs pre-booked. A walk-in is a visitor who bought on the day of the visit. A reservation is a visitor who booked before that day.
Returning customers. A returning customer is a customer with more than one order. The return rate is measured per customer, not per booking.
A KPI is described in full once, on the first dashboard where it appears. Also on lists the other dashboards that show the same number.
2. Daily overview
A quick look at today's sales and visitors. Read the Daily overview article →
KPI | What it means | How it is calculated |
Net sales | Net sales (all items) on recognition-date basis. | Value of all items sold after discounts, minus cancellations, dated on the day the sale is recognised (the visit or validity date). Also on: Capacity, demand & trends, POS statistics. |
Tickets sold | Total number of tickets sold in the period. | Number of ticket items sold, minus cancellations. The Retail items sold tile uses the same count, limited to retail (add-on) items. Not the same as Tickets Sold on Sales performance & trends, which counts all items. |
Number of bookings | Number of unique bookings (orders) placed in the selected period. | Each order counts once, whatever the number of items in it. Also on: Marketing performance, Customer intelligence. |
Avg value per order | Average revenue generated per order. | Net sales divided by the number of orders. Not the same as AOV on Customer intelligence, which uses gross revenue. |
Avg basket size per order | Average number of items included in each order. | Valid tickets divided by the number of orders. This is a count, not an amount. Also on: Customer intelligence (as AVG Tickets per Order). |
Ancillary revenue rate | Share of revenue coming from add-on and ancillary products. | Gross revenue from everything that is not a ticket, divided by total gross revenue. |
Revenue by channel (% of gross revenue) | Revenue split across sales channels, with each channel's share of the total. | Each channel's net sales divided by the total for all channels. |
No-show rate | Share of booked visitors who did not show up for their visit. | Valid tickets that were never scanned, divided by all valid tickets. Also on: POS statistics. Not the same as No Show Rate on Attendance & scans, which is based on the attendance rate. |
Checked-in visitors | Number of visitors checked in over the period. | Visitors whose ticket was scanned in on the visit date. Also on: POS statistics. |
Remaining visitors to check-in | Visitors with valid bookings who have not yet checked in. | Valid tickets for the period minus the visitors already checked in. Also on: POS statistics. |
Customer return rate | Share of customers who came back to book again - a key loyalty signal. | Customers with more than one order, divided by all customers. Also on: Marketing performance. |
3. Sales performance & trends
Sales, payments and order health over time. Read the Sales performance & trends article →
KPI | What it means | How it is calculated |
Sales Value | Sales value for the selected period. Use the Sales Basis control to switch between Net (after discounts) and Gross (before discounts). Defaults to Net. | Value of all items sold, minus cancellations, before or after discounts depending on the Sales Basis control. |
Booked | Total order value at checkout. | Sum of the order amounts at the moment the order was placed. |
Paid | Total payments received against bookings. | Sum of all payments received on the orders. |
Outstanding | Remaining unpaid amount across orders. | Order amount minus the payments already received. |
Pending Orders | Orders that are unpaid or only partially paid. | Number of orders with a payment status of Unpaid or Partially paid. |
Refund Rate | Refunded amount as a share of paid amount (order grain). | Amount refunded divided by amount paid, across orders. |
Cancellation Rate | Share of items cancelled. <5% green, 5-10% amber, >=10% red. | Cancelled items divided by all items sold. |
Tickets Sold | Number of tickets (items) sold in the selected period, net of cancellations. Responds to the Product filter and all other dashboard filters. | Number of items sold (tickets, retail and memberships) minus cancellations. Also on: Capacity, demand & trends. Not the same as Tickets sold on Daily overview, which counts tickets only. |
Booking Count | Distinct count of orders in the selected window. | Each order counts once. Also on: Customer intelligence. |
Sales Bookings | Bookings excluding No Sales (refund-only / cancellation-only). | Orders that contain at least one sale. Orders that only hold a refund or a cancellation are left out. |
Avg ticket revenue per order | Average net ticket revenue per order containing tickets. | Net ticket revenue divided by the number of orders that contain at least one ticket. This is an amount in the order currency, not a number of tickets. Also on: POS statistics. |
Avg retail revenue per order | Average net retail revenue per order containing retail items. | Net retail revenue divided by the number of orders that contain at least one retail item. Also on: POS statistics. |
Avg Booking Lead Time (days) | Average days between purchase and visit or validity start. | For each item, the number of days between the purchase and the visit (or the start of validity), averaged. Same-day purchases count as 0. Also on: Customer intelligence. |
B2B Revenue Share | B2B (OTAs + External) as a share of total net sales. | Net sales through online travel agencies and external resellers, divided by total net sales. |
4. Capacity, demand & trends
How full your slots are and how demand builds up. Read the Capacity, demand & trends article →
KPI | What it means | How it is calculated |
Future Capacity | Total capacity of your upcoming slots. | Sum of the original capacity of every slot that has not started yet. |
Available Tickets | Remaining capacity on your upcoming slots. | Capacity of future slots minus the tickets already booked on them. Slots with no real capacity limit are left out. |
Forward Util % | Future booked seats / future capacity. <50%=red, 50-75%=amber, >=75%=green. | Seats already booked on upcoming slots, divided by the capacity of those slots. |
Realized Util % | Valid tickets sold / total slot capacity. <50%=red, 50-75%=amber, >=75%=green. | Valid tickets sold on slots in the selected period, divided by the capacity of those slots. Slots with no real capacity limit are left out. |
Valid Tickets | Number of valid tickets for the selected period. | Tickets sold that are not cancelled or refunded, counted once even when a ticket gives access to several areas. Also on: Attendance & scans. |
Scanned Tickets | Distinct tickets scanned at least once successfully. | Each ticket counts once, however many times it was scanned. Also on: Attendance & scans (as Unique Attendees). |
Tickets per Booking | Valid tickets / distinct bookings (orders). Average ticket count per order. | Valid tickets divided by the number of orders. |
Slots Blocked by Stock | Capacity slots where availability was blocked by stock. | Number of slots where a limited resource (a room, a guide, equipment) ran out before the slot's own capacity did. |
Slots Blocked by Stock (%) | Share of capacity slots blocked by stock. | Slots blocked by stock divided by all slots. |
Net sales and Tickets Sold also appear on this dashboard. See the Daily overview section and the Sales performance & trends section.
5. Products & discount effectiveness
Which products sell and what your discounts cost and bring. Read the Products & discount effectiveness article →
KPI | What it means | How it is calculated |
Gross Revenue | Total ticket face value before any discounts. | Full price of the items sold, before discounts, minus cancellations. Also on: Promotions and memberships, Marketing performance (as Revenue), Customer intelligence. |
Net Revenue | Gross revenue minus all discounts applied in the window. | Gross revenue minus the total discount amount. |
Total discount amount | Total discount given on the items sold. | Sum of every discount applied to the items sold. Used in the Top 10 Promo Codes by Discount Volume chart. |
Discount % of Gross | Total discount as a fraction of gross revenue. >=25%=red, 10-25%=amber, <10%=green. | Total discount amount divided by gross revenue. |
Tickets Discounted | Count of line items where a discount was applied. | Number of items sold with any discount on them. |
Distinct Promos Used | Count of distinct promo codes redeemed in the filter window. | Each promo code counts once, however often it was used. |
Avg Discount per Promo | Average discount amount delivered per distinct promo code used. | Total discount amount divided by the number of distinct promo codes used. |
Avg Tickets per Promo | Average number of discounted tickets per promo code. | Tickets discounted with a promo code divided by the number of distinct promo codes used. |
Memberships / Season Passes Sold | Units of membership / season-pass products sold. | Number of membership and season-pass items sold, minus cancellations. |
Membership / Season Revenue | Net revenue from membership / season-pass products. | Net revenue of the membership and season-pass products you sell. |
One-time Ticket Revenue | Net revenue from one-time tickets (excl. memberships). | Net revenue of single tickets, seated or not. Together with Membership / Season Revenue it shows the split between one-time visits and passes. |
Avg Membership / Season Value | Average net revenue per membership / season-pass unit. | Membership and season-pass revenue divided by the number of units sold. |
Membership Discount Over Time | Membership-typed promo discount volume per month. | Discount given through membership benefits, month by month. |
Avg Discount per Member | Average discount amount per distinct member. | Discount given through memberships divided by the number of distinct members who used it. |
Avg Tickets per Member | Average tickets discounted per distinct member in the filter window. | Tickets discounted through a membership divided by the number of distinct members. |
Membership Revenue Share | Net revenue from membership-discounted items as a fraction of total net revenue. | Net revenue of items bought with a membership discount, divided by total net revenue. |
6. Promotions and memberships
How your promo codes and membership vouchers are used. Read the Promotions and memberships article →
KPI | What it means | How it is calculated |
Promo code usage count | Number of times promo codes were redeemed in the period. | Every redemption counts, so one code used ten times counts ten. |
Promo code discount value | Total discount amount given through promo codes. | Sum of the discounts given by promo codes. |
Promo redemption rate | Share of your issued promo codes that have been redeemed. | Promo codes redeemed divided by all promo codes issued. |
Membership voucher usage count | Number of membership vouchers redeemed in the period. | Every redemption of a membership voucher counts. |
Membership voucher discount value | Total value of discounts redeemed through membership vouchers. | Sum of the discounts given by membership vouchers. |
Gross Revenue also appears on this dashboard. See the Products & discount effectiveness section.
7. Marketing performance
How your marketing brings in customers and revenue. Read the Marketing performance article →
KPI | What it means | How it is calculated |
New customers | First ever paid order at the selected organiser in the period. | Customers whose first paid order falls in the period. A customer is recognised by email address, or by phone number when there is no email. |
Revenue | Total revenue over the selected period. | Gross revenue, before discounts. See Gross Revenue in the Products & discount effectiveness section. |
Avg revenue per customer | Average amount each customer spends across all their orders. | Gross revenue divided by the number of distinct customers. |
Upsell conversion rate | Percentage of orders that included an upsell or add-on. | Orders with at least one add-on, divided by all orders. |
Upsell revenue | Extra revenue generated by upsells and add-on products. | Gross revenue of the add-on items sold. |
Revenue by channel and referral source (%) | Revenue breakdown by acquisition channel - see which sources are driving the most sales. | Each channel's or source's revenue divided by the total. |
Bookings by referral source (%) | How many new customers each referral source delivered. | Each source's bookings divided by the total number of bookings. |
Number of bookings and Customer return rate also appear on this dashboard. See the Daily overview section.
8. Customer intelligence
Who your customers are, where they come from and when they book. Read the Customer intelligence article →
KPI | What it means | How it is calculated |
AOV | Average Order Value - the typical revenue per order. | Gross revenue divided by the number of orders. Not the same as Avg value per order on Daily overview, which uses net sales. |
RPV | Revenue Per Visitor - average revenue earned for every visitor. | Gross revenue divided by the number of visitors. |
Avg ancillary spend per visitor | Average add-on spend per visitor. | Gross revenue from add-ons divided by the number of visitors. |
Avg Customer Lifetime Value | Average lifetime value per customer: everything a customer has spent at your venue across all of their visits. Shown for customers active in the selected period. | Total spend of each customer across all their paid orders, averaged over the customers active in the period. |
Customers by value tier | How your customers split into value tiers by lifetime spend: VIP is the top 10% of customers, Regular the next 40%, Occasional the remaining 50%. Tiers are based on all paid orders, for customers active in the selected period. | Customers are ranked by lifetime spend and split at the 10% and 50% marks. |
Unique customers | Number of distinct customers who booked. Used in the customer map and the region breakdown. | Each customer counts once, however many orders they placed. |
Customer count (age group and country) | Number of distinct customers, by age group or country. The age group is only calculated when the birthdate is provided. | Each customer counts once. Customers without a birthdate are not in the age breakdown. |
Booking Count | Number of orders, by age group and time of day. | See Booking Count in the Sales performance & trends section. |
Avg Booking Lead Time, Number of bookings, AVG Tickets per Order (the same as Avg basket size per order) and Gross Revenue also appear on this dashboard. See the Daily overview section and the Sales performance & trends section.
9. Automated email campaigns
How your Smeetz automated emails perform and what they bring in. Read the Automated email campaigns article →
KPI | What it means | How it is calculated |
Revenue from Email | Gross revenue (pre-discount sticker price) from orders attributed to a Smeetz email click within 7 days last-click. Currency-aware. | Gross revenue of the orders placed within the attribution window after a click in a Smeetz email. When several emails were clicked, the last click gets the order. |
Bookings from email | Number of orders attributed to an email click. | Orders placed within the attribution window after a click in a Smeetz email. The default window is 7 days (last click). Use the Attribution window filter to change it. |
Conversion Rate | % of delivered emails that led to an attributed order. Default attribution window is 7 days (last-click); toggle the Attribution window filter to switch. | Bookings from email divided by delivered emails. |
Revenue per Email Sent (RPE) | Gross revenue attributed per email sent. Default attribution window is 7 days (last-click); toggle the Attribution window filter to switch. Amounts in the order's transaction currency. | Revenue from email divided by emails sent. |
Emails sent | Number of emails sent. | Each email sent to one recipient for one campaign counts once. |
Total Delivered | Number of emails delivered to the recipient's inbox provider. | Emails sent that were confirmed as delivered. |
Delivery Rate | Delivered emails divided by sent (Accepted status). Target >=98%. | Emails delivered divided by emails sent. |
Unique opens | Number of recipients who opened the email. | Each recipient counts once per email, however many times they opened it. |
Open Rate | Unique opens divided by delivered emails. Industry benchmark 25-35%. | Unique opens divided by emails delivered. |
Unique clicks | Number of recipients who clicked a link in the email. | Each recipient counts once per email, however many links they clicked. |
Click-Through Rate | Unique clicks divided by unique opens (CTOR). | Unique clicks divided by unique opens. It shows how convincing the email content is once it is opened. Not the same as Click-Through Rate (CTR). |
Click-Through Rate (CTR) | Unique clicks divided by delivered emails. | Unique clicks divided by emails delivered. It shows how many of the people you reached clicked. |
Hard Bounce Rate | Failed Permanent events divided by sent. Target <2%. | Emails permanently rejected (for example, an address that does not exist) divided by emails sent. |
Soft Bounce Rate | Failed Temporary events divided by sent. Often inflated by greylisting/retries. | Emails temporarily rejected (for example, a full mailbox) divided by emails sent. |
Spam Complaint Rate | Emails marked as spam by the recipient, divided by delivered emails. Target <0.1%. | Spam complaints divided by emails delivered. |
Unsubscribe Rate | Recipients who unsubscribed, divided by delivered emails. | Unique unsubscribes divided by emails delivered. |
Active Subscribers | Distinct recipients whose latest event is not Unsubscribed or Failed Permanent. | Recipients who have not unsubscribed and whose address has not permanently bounced. This is the current size of your reachable audience, not a history. |
List Health (recipient recency) | Recipient lifecycle breakdown by last-open recency (Active / Lapsed / Dormant / Never engaged). | Each recipient counts once, in the group that matches the date of their last open. |
External Email Revenue (UTM) | Net revenue from completed orders that arrived from an email or newsletter link sent with another email tool, separate from Smeetz automation. | Net revenue of orders whose link was tagged as email or newsletter traffic. Orders from untagged links are not included. |
10. POS statistics
Sales and visitors at your point of sale. Read the POS statistics article →
KPI | What it means | How it is calculated |
Valid Tickets | Valid tickets sold (recognition basis). | Tickets sold minus cancellations, dated on the visit or validity date. Retail items are not counted. |
Net sales, No-show rate, Checked-in visitors, Remaining visitors to check-in, Avg ticket revenue per order and Avg retail revenue per order also appear on this dashboard, limited to point-of-sale sales. See the Daily overview section and the Sales performance & trends section.
11. Cashier report POS
Cash drawer reconciliation and sales per shift. Read the Cashier report POS article →
Cash drawer reconciliation
KPI | What it means | How it is calculated |
Cash Received | Total cash received from customers. | Sum of the cash handed over by customers. |
Cash Returned | Total cash returned to customers, as change or refunds. | Sum of the cash given back to customers. |
Cash Refunds | Cash paid back to customers for refunds. | Sum of the refunds paid in cash. |
Net Cash Sales | Net cash settled with customers during the shift. | Cash settlement recorded when the shift is closed. |
Net Transfers | Cash added to or removed from the drawer outside sales (top-ups and drops). | Top-ups minus drops. Transfers are not included in expected cash. |
Total Expected Cash | Cash that should be in the drawer at shift closure. | Opening float plus net cash sales. |
Total Counted Cash | Sum of physically counted cash across the filtered sessions. | Cash counted at shift closure. |
Total Variance | Sum of drawer variance. Positive = net over, negative = net short. | Counted cash minus expected cash. |
Sales and payments
KPI | What it means | How it is calculated |
Items Sold | Number of items sold at the point of sale. | Items sold minus cancelled items. |
Net Sales | Point-of-sale sales after discounts, excluding VAT. | Sales minus discounts and cancellations, before VAT. |
Discounts | Total discounts given at the point of sale. | Sum of the discounts, excluding VAT, minus cancelled discounts. |
VAT Amount | VAT on point-of-sale sales. | VAT on sales after discounts and cancellations. |
Total (incl. VAT) | Point-of-sale sales including VAT. | Net sales plus VAT amount. |
Transactions | Number of transactions in the selected period. | Each sale, payment, refund or discount line counts once. |
Payments | Customer payments received. | Sum of the payments received, by payment method. |
Refunds | Customer refunds issued. | Sum of the refunds issued, by payment method. |
Net Payments | Payments received minus refunds issued. | Payments minus refunds. |
12. Attendance & scans
Who came in, when, and which scans failed. Read the Attendance & scans article →
KPI | What it means | How it is calculated |
People in Venue (now) | Live count of unique scanned-in attendees whose ticket validity has not yet expired. Refreshes on dashboard load. | Visitors scanned in whose ticket is still valid right now. |
Active Memberships | Memberships currently valid: validity window covers today and the membership is not cancelled. Independent of the date filters (it always reads 'now'). | Memberships valid today and not cancelled. |
Attendance Rate | Share of valid tickets whose holders scanned in successfully. Computed attended / valid. | Tickets whose holder scanned in, divided by valid tickets. |
No Show Rate | Share of valid tickets whose holders never scanned in. Bands: <10% green, 10-20% amber, >=20% red. | 1 minus the attendance rate. It never goes below 0%. |
Total Scans | Entry and exit attempts on tickets the system recognises in the selected scan-date range: successful, refused and manual check-ins. Status checks without a gate movement and codes that match no ticket are not counted; they remain listed in Details of Scans. | Every entry and exit attempt counts, so one visitor can have several scans. |
Failed Scan Ratio | Share of scan attempts that returned an error code. Computed failed / (failed + successful). Bands: <2% green, 2-5% amber, >=5% red. | Refused scans divided by all scans (refused plus successful). |
Failed scans | Number of scans that were refused, by reason. | Refused entry and exit scans, on tickets and memberships. |
Successful scan-in (Ticket / Membership) | Number of successful entry scans, split between tickets and memberships. | Successful entry scans on tickets, and on memberships. |
Failed scan-in (Ticket / Membership) | Number of refused entry scans, split between tickets and memberships. | Refused entry scans on tickets, and on memberships. |
Manual scan-in | Number of visitors checked in by hand by your staff. | Manual check-ins recorded at the gate or desk. |
Number of Sessions | Count of distinct timed sessions that had at least one scan in the filtered window. | Each timed session counts once if at least one ticket was scanned for it. |
Total Booked Seats | Sum of booked seats across all upcoming and recent slots. Use the Venue + Upcoming-only filters to scope. | Seats booked on the slots in the filter. |
Valid Tickets and Unique Attendees (the same as Scanned Tickets) also appear on this dashboard. See the Capacity, demand & trends section.
13. Resources performance
How your resources (guides, rooms, equipment) are used. Read the Resources performance article →
KPI | What it means | How it is calculated |
Bookings handled | Distinct bookings this resource handled in the selected period. | Each booking counts once per resource. Also on: Stock analytics. |
Tickets handled | Total participants/units the resource served across its bookings in the period. | Sum of the participants or units in the bookings the resource handled. |
Total hours worked | Total hours the resource was occupied across its bookings in the period. | Sum of the booked hours of the resource. |
Bookings cancelled <72h | Bookings cancelled less than 72 hours before the slot (last-minute). Attributed to the resource types the booking's tickets use; covers resource-using products only. | Cancelled bookings where the cancellation came less than 72 hours before the slot. This is an estimate. |
Bookings cancelled 72h+ | Bookings cancelled 72 hours or more before the slot. Attributed to the resource types the booking's tickets use; covers resource-using products only. | Cancelled bookings where the cancellation came 72 hours or more before the slot. This is an estimate. |
14. Stock analytics
How your stock (limited resources shared between products) is used and where it runs short. Read the Stock analytics article →
KPI | What it means | How it is calculated |
Occupancies | Total stock-occupancy events in the window. | Each time a booking uses a stock resource counts once. |
Active Stocks | Distinct stock resources used. | Each stock resource used at least once counts once. |
Avg Occupancy (hrs) | Average occupancy duration in hours. | Total hours of use divided by the number of occupancies. |
Over-booked Occupancies | Occupancies where concurrency reached/exceeded stock capacity. | Occupancies at a time when the resource was used at or above its capacity. |
Over-booked Rate | Share of occupancies over-booked. <2% green, 2-5% amber, >=5% red. | Over-booked occupancies divided by all occupancies. |
Bookings handled also appears on this dashboard. See the Resources performance section.