Guest analytics dashboard – Help Center

Use insights from the Guest Analytics dashboard to promote repeat visits and increase average spending per guest. Key metrics include repeat visitation rates, average spend per guest, ancillary spending on non-ticket items, median age of guests and spending trends over time.

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-ons, stock, gift cards and wallets).

Access the dashboard

The permission Can access Analytics is required to view dashboards and reports. This permission is automatically enabled for administrator and manager system roles, including any custom roles based on these roles.

From Venue Manager, go to Analytics > Dashboards.
Select Guest analytics.
Check the filter to help you interpret what's shown correctly. This dashboard initially displays guest visit data from the beginning of the year to the current date.
(Optional) Select Visit date to adjust the timeframe, then select the highlighted Update icon in the top right to refresh the data.
Select View key terms for data and metrics explanations at the top right.

Dashboard overview

Refer to the table below to help you understand the metrics, charts and data shown in each tile.

Spend figures represent the total net revenue after taxes, in line with 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).	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.	Optimize pricing and marketing strategies to maximize revenue.
Ancillary spend per head	Average spend on non-ticket items, 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 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

The dashboard displays data from the beginning of the year to the current date, but you can select different timeframes or specific custom dates for temporary viewing. This allows you to see more granular results and gain different perspectives on the data.

Select the drop-down menu labeled Visit date at the top left of the dashboard.
Use the drop-down filters to choose the timeframe, day, date or date range to filter on.
Remember to select the highlighted Update icon at the top right to refresh the data.
Your filtered results display.

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.

Learn more about how you can filter, interact with and download the data in a dashboard.

FAQs

Why can't I see data on the median age of guests?

This metric requires date of birth information from waivers. No waivers mean no results.

Why does attendance in standard ROLLER reports not match monthly guest visits in this Analytics dashboard?

In standard ROLLER reporting, attendance is recorded for each ticket redeemed at POS on a day, and one guest can redeem multiple tickets in a single day.

However, in Analytics, a guest visit is counted as one per guest per day, regardless of the number of tickets they redeem on the same day.

For example, if a guest redeems tickets for rock climbing, trampoline and go-karts all on the same day, this is counted as just one guest visit for that day.