The Analytics page gives you deep insights into your agency's performance. Track leads, monitor conversions, analyze revenue trends, and discover where your best clients come from - all in one place.
What you'll learn:
- Reading the leads and clients performance chart
- Filtering data by time periods
- Analyzing your top revenue-generating clients
- Understanding where your leads come from
- Using analytics to improve your business
Accessing Analytics
Click Analytics in the sidebar to open the analytics dashboard.
You'll see three main charts that visualize your agency's key metrics.
[Screenshot: Analytics page with all three charts visible]
Time Range Filtering
At the top of the page, a dropdown lets you choose which time period to analyze.
Available Time Ranges
- Last 7 days - The past week
- Last 30 days - The past month
- Last 90 days - The past quarter
- Month to date - Current month so far
- Last Month - The previous complete month
- Year to date - Current year so far
- Last 12 months - Full year of data
Select a time range and all charts update automatically.
[Screenshot: Time range dropdown expanded showing all options]
Choosing the Right Time Range
- Quick daily check - Last 7 days
- Monthly review - Last 30 days or Last Month
- Quarterly planning - Last 90 days
- Annual reporting - Year to date or Last 12 months
- Trend comparison - Month to date vs Last Month
Leads & Clients Chart
This is your primary performance chart, combining multiple metrics in one visualization.
[Screenshot: Leads & Clients chart with all metrics enabled]
Understanding the Metrics
- Leads - New inquiries received (Why it matters: shows marketing effectiveness)
- Clients - Leads who converted (booked)(Why it matters: shows sales success)
- Revenue - Total trip value (Why it matters: tracks business growth)
- Revenue/Lead Average revenue per lead (Why it matters: indicates lead quality)
- Conversion Rate Percentage of leads becoming clients (Why it matters: measures sales efficiency)
Reading the Chart
The chart combines three visualization types:
- Blue area — Leads over time (filled gradient)
- Green line — Clients over time (conversion trend)
- Orange bars — Revenue over time (daily or weekly totals)
Two Y-axes are used:
- Left axis — Leads and Clients count
- Right axis — Revenue amount
[Screenshot: Chart with axes labeled]
Toggling Metrics
You can show or hide any metric to focus on what matters most:
- Look at the metric labels above the chart
- Click a metric name to toggle it on or off
- The chart updates instantly
Example: Hide Revenue to focus on lead-to-client conversion trends.
[Screenshot: Chart with only Leads and Clients visible]
Viewing Exact Values
Hover over any point on the chart to see a tooltip with:
- Exact date
- Values for all enabled metrics
- Clear labeling for each number
[Screenshot: Tooltip showing date and metric values]
Daily vs. Weekly View
The chart adapts automatically to your selected time range:
- Short periods (7 days, 30 days, MTD)Daily data points
- Long periods (90 days, YTD, 12 months)Weekly data points
This keeps the chart readable at all times.
Top Clients Chart
This horizontal bar chart highlights your highest-value clients.
[Screenshot: Top Clients chart with Revenue tab selected]
View Options
Switch between views using the tabs:
- Revenue - Total trip value (paid + unpaid) (Best for understanding overall client value)
- Paid - Amount already collected (Best for cash flow analysis)
- Unpaid - Outstanding balances (Best for collection priorities)
Reading the Revenue View
In the Revenue view, each bar is split into two parts:
- Solid orange — Amount paid
- Light peach (dashed) — Amount unpaid
This instantly shows which clients have fully paid and which still have balances due.
[Screenshot: Stacked bar showing paid/unpaid split]
Using the Chart
- Find VIP clients - The longest bars represent your highest-revenue clients
- Identify collection opportunities - Switch to the Unpaid view to see who owes the most
- Track payment behavior - Bars that are mostly solid orange indicate prompt payers
Interacting with Bars
Hover over any bar to see:
- Client name
- Paid amount
- Unpaid amount
- Total revenue
[Screenshot: Tooltip showing client payment breakdown]
Lead Source Chart
This donut chart shows where your leads and clients come from.
[Screenshot: Lead Source donut chart]
Filter Options
Switch between views:
- Source Contacts - All contacts by source
- Leads - Only leads not yet converted
- Clients - Only converted clients
Reading the Chart
- Each colored segment represents a lead source
- Larger segments mean more contacts from that source
- The donut shape keeps the chart clean and readable
Interacting with the Chart
Hover over a segment to see:
- Source name
- Number of contacts
- Percentage of total
The hovered segment expands slightly for emphasis.
[Screenshot: Donut chart with segment highlighted]
Comparing Sources
Switch between tabs to uncover insights.
Example:
- Website Form brings 50% of leads but only 20% of clients
- Referral brings 20% of leads but 40% of clients
Insight: Referrals convert better — invest more in referral programs.
[Screenshot: Side-by-side comparison of Leads vs Clients tabs]
Key Metrics Explained
Leads
New prospective customers who show interest in your services.
Sources include website forms, phone calls, emails, or referrals.
Healthy sign: consistent or growing lead volume.
Clients
Leads who have booked a trip and converted into paying customers.
Healthy sign: client growth proportional to lead growth.
Revenue
Total value of all trips, including paid and unpaid amounts.
Healthy sign: revenue growing faster than client count.
Revenue per Lead
Average revenue generated per lead.
Formula:
Revenue ÷ Leads = Revenue per Lead
Healthy sign: higher numbers indicate better lead quality.
Conversion Rate
Percentage of leads that become clients.
Formula:
(Clients ÷ Leads) × 100
Benchmarks:
- Below 10% → Review your sales process
- 10–25% → Typical for travel agencies
- Above 25% → Excellent performance
Using Analytics Effectively
Daily Quick Check
Use Last 7 days to quickly see:
- Are new leads coming in?
- Any unusual spikes or drops?
- Recent conversions
Weekly Review
Spend 10 minutes each week reviewing:
- Leads & Clients (Last 30 days) — overall trend
- Top Clients (Unpaid) — follow-ups needed
- Lead Sources — strongest acquisition channels
Monthly Deep Dive
At month-end, analyze:
- This month vs last month
- Conversion rate changes
- Revenue per lead trends
- Marketing adjustments needed
Quarterly Planning
Use Last 90 days to:
- Spot seasonal patterns
- Set realistic quarterly goals
- Evaluate marketing ROI
- Plan staffing based on demand
