--- title: "Guest analytics dashboard" slug: "guest-analytics-dashboard" updated: 2026-06-16T12:51:38Z published: 2026-06-16T18:34:18Z canonical: "mysupport.roller.software/guest-analytics-dashboard" --- > ## Documentation Index > Fetch the complete documentation index at: https://mysupport.roller.software/llms.txt > Use this file to discover all available pages before exploring further. # Guest analytics dashboard Use insights from the Guest Analytics dashboard to help drive repeat visitation and increase average spending per guest. Key metrics in this dashboard include repeat visitation rates, average guest spending and ancillary spending. These help venues track guest loyalty, spending trends, and non-ticket purchases. [Embedded content](https://fast.wistia.com/embed/iframe/2d69l9sk1z) ## Top three insights This dashboard provides insights into guest behavior and spending patterns, such as: 1. **Repeat visitation rate**: Frequency of guest returns, indicating loyalty. 2. **Average spend per guest**: Typical expenditure across all products (net revenue based on [accrual accounting](/v1/docs/how-roller-tracks-revenue-cash-versus-accrual-accounting), after tax). 3. **Ancillary spend per head**: Average spending on non-ticket items (eg add-on, stock, gift card and wallet product types). ## Access the dashboard > [!NOTE] > To access this dashboard, you'll need the **Can access Analytics** [permission](/v1/docs/permissions-by-feature-and-role). This is enabled by default for administrator and manager system roles and any [custom roles](/v1/docs/create-and-manage-staff-roles-and-permissions) based on them. 1. From Venue Manager, go to **Analytics** > **Dashboards**. 2. Select **Guest** **analytics.** 3. Check the filter to help you interpret what's shown correctly. By default, this dashboard displays guest visit data from the beginning of the year to the current date. 4. To change the timeframe, select **Visit** **date**, then select the **Update** icon at the top right. 5. Select **View** **key** **terms** at the top right for data and metrics explanations at the top right. ## Dashboard overview > [!NOTE] > Refer to the table below to help you understand the metrics, charts and data shown in each tile. ![](https://cdn.us.document360.io/23700755-951c-4b69-8afe-ec8b33c6c689/Images/Documentation/9707955286031.png) > [!NOTE] > Spend figures represent the total net revenue after taxes, in line with [accrual accounting](/v1/docs/how-roller-tracks-revenue-cash-versus-accrual-accounting). In ROLLER, this typically occurs when bookings are redeemed at POS or expire and become invalid. | Metric | Definition | How to use | | --- | --- | --- | | Repeat visitation rate | Measures guest loyalty through repeat visits. Calculated daily based on ticket redemptions at POS (one visit counted per guest per day). See FAQ below for how this rate is calculated. | Improve guest retention strategies. Focus on products and promotions encouraging return visits. | | Spend per head | Average net revenue per guest from all products purchased, including ancillary spend. Spend per head = Sum of Net Revenue / Sum of Item Quantity of attendance tickets purchased (ie session passes, standard passes, recurring passes, party packages etc) | Adjust product offerings or pricing based on spending patterns | | Ancillary spend per head | Average spend on non-ticket items (net revenue), excluding revenue from ticket sales for passes and memberships. | Increase ancillary revenue by understanding guest spending on extras. | | Median age of guests | Age midpoint of guests, calculated from date of birth in waivers. | Refine marketing strategies to target the dominant age group. | | Monthly guest visits | A stacked bar chart of new vs. returning visitors, counting one visit per guest per day. | Assess marketing effectiveness and plan future strategies. | | Monthly repeat visitation | Bar chart tracking the percentage of guests who are return visitors each month. | Measure guest loyalty and the success of promotions or events. | | Monthly spend per guest | Average monthly spend (net revenue) on all products, including ancillary spend. | Adjust pricing, promotions, and strategies seasonally to maximize revenue. | | Monthly ancillary spend per guest | Average monthly spend (net revenue) on items other than tickets, including stock, add-ons, wallets and gift card product types each month. | Boost extra sales by improving upselling techniques and expanding offerings. | ## Filter for different timeframes By default, the dashboard displays data from the beginning of the year to today. To change the timeframe: 1. Select **Visit** **date** at the top left. 2. Choose your preferred day, date or date range. 3. Select the **Update** icon in the top right to apply changes. Modifying these filters will only temporarily affect your current view and will **not** affect the filter settings of other users. - The next time you load the dashboard the default filters will return. - Or, you can select the **options menu** (3 dots) in the top right to choose the **Refresh** filters option. > [!NOTE] > Learn more about how you can [filter, interact with and download the data in a dashboard.](/v1/docs/view-and-interact-with-visual-dashboards-and-reports) ## FAQs **Why can't I see data on the median age of guests?** This metric requires date of birth from waivers. If no waivers are collected, the dashboard cannot calculate this metric. **Why does attendance in standard ROLLER reports not match monthly guest visits in this Analytics dashboard?** Standard ROLLER grid reports count attendance per ticket redeemed at POS, meaning a guest can be counted multiple times per day if they redeem multiple tickets. The Guest analytics dashboard counts one visit per guest per day, regardless of the number of tickets redeemed. **Example**: If a guest redeems tickets for rock climbing, trampoline and go-karts on the same day, they will count as three attendances in standard reports but only one visit in the Analytics dashboard. **How is the repeat visitation rate calculated?** Repeat visitation is: **(Number of returning guests in a specific period / Total unique guests in the same period) x 100** Breakdown: 1. **Returning** **guests**: Count the unique guests who have visited at least once before and made a subsequent visit during the specified time period. 2. **Total** **unique** **guests**: Count all unique guests during the same time period (including both first-time and returning visitors). 3. Multiply the result by 100 to express the value as a percentage. ## Related - [Get started with Analytics](/get-started-with-analytics.md) - [Venue performance dashboard](/venue-performance-dashboard.md) - [Get started with cloud printing](/get-started-with-cloud-printing.md) - [Membership retention insights dashboard](/membership-retention-insights-dashboard.md) - [Weekly performance dashboard](/weekly-performance-dashboard.md)