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.
Top three insights
This dashboard provides insights into guest behavior and spending patterns, such as:
- Repeat visitation rate: Frequency of guest returns, indicating loyalty.
- Average spend per guest: Typical expenditure across all products (net revenue based on accrual accounting, after tax).
- Ancillary spend per head: Average spending on non-ticket items (eg add-on, stock, gift card and wallet product types).
Access the dashboard
- From Venue Manager, go to Analytics > Dashboards.
- Select Guest analytics.
- 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.
- To change the timeframe, select Visit date, then select the Update icon at the top right.
- Select View key terms at the top right for data and metrics explanations at the top right.
Dashboard overview
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). |
Improve guest retention strategies. Focus on products and promotions encouraging return visits. |
Spend per head | Average net revenue per guest from all products, including ancillary spend. | 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:
- Select Visit date at the top left.
- Choose your preferred day, date or date range.
- 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.
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:
- Returning guests: Count the unique guests who have visited at least once before and made a subsequent visit during the specified time period.
- Total unique guests: Count all unique guests during the same time period (including both first-time and returning visitors).
- Multiply the result by 100 to express the value as a percentage.