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Overview

Analytics in Odia gives you a complete picture of your business performance. It is organized into six tabs, each focused on a different aspect of your operations.

Proposal Conversions

How well you turn proposals into confirmed bookings

Earnings

Revenue earned and commission owed to travel agents

Travelers

Traveler volume, returning guests, and trip patterns

Financial

Revenue, cost, margin, and payment collection across all trips

Services

Which services are used most and how they perform

Suppliers

Supplier usage and spending patterns
Permission Required: Analytics is available only to users with Admin or Owner roles.

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What Data Is Included?

All analytics tabs automatically exclude archived proposals and trips. If you archive a proposal or itinerary, it will no longer appear in any analytics numbers. Archived data is filtered out across all tabs consistently, so your metrics always reflect your active business.
Archiving is permanent for analytics. Once you archive a proposal or trip, it disappears from all analytics tabs. Make sure you only archive items you truly want to remove from your reports.

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Proposal Conversions Tab

Track how well your team turns proposals into confirmed bookings.

Key Metrics

MetricWhat It Tells You
CreatedTotal proposals created in the selected period
ConfirmedProposals that became confirmed bookings
Conversion RatePercentage of all proposals that became bookings
Win RatePercentage of decided proposals (confirmed or lost) that you won
LostProposals marked as Not Booked
ActiveProposals still in progress
Avg Days to ConfirmHow quickly you close deals on average
The conversion analytics group proposal statuses into three categories:Confirmed — the proposal is counted as a won booking if its status is any of:
  • Confirmed
  • Itinerary Ready
  • Accepted
Lost — the proposal is counted as lost if its status is:
  • Not Booked
Active — everything else is still in play:
  • In Progress, Sent, To Do, On Hold, Followed Up
These categories are fixed — there is no way to customise which statuses count as won or lost.
These two metrics measure different things:Conversion Rate = Confirmed / Total Created
  • Includes proposals still pending, so it’s usually lower
  • Shows overall pipeline efficiency
Win Rate = Confirmed / (Confirmed + Lost)
  • Only counts proposals where a decision was made
  • Shows how competitive you are when it comes down to a yes or no
Example: 100 proposals, 30 confirmed, 20 lost, 50 still pending
  • Conversion rate: 30% (30 out of 100)
  • Win rate: 60% (30 out of 50 decided)
Filter by team member to see individual performance. Compare who is creating the most proposals, who has the highest conversion rate, and how the team performs overall.

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Earnings Tab

Understand how much revenue your confirmed trips generate and how much commission is owed to travel agents.

What It Shows

  • Total revenue from confirmed trips
  • Earned vs. projected earnings split (confirmed trips vs. pending)
  • Commission owed to travel agents
  • Monthly earnings trends over time
  • Agency breakdown showing earnings per travel agency
  • Period selector - This year, last year, specific year, or custom date range
  • Date mode - Filter by trip date (when the trip happens) or booking date (when the deal was confirmed)
  • Agency filter - Focus on a specific travel agency
The Earnings tab only counts active services within confirmed trips. If a service inside a trip is cancelled, its revenue is not included in earnings calculations.This happens automatically. Cancelled services never count toward agent commission.

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Travelers Tab

See patterns in your traveler base: volume, returning guests, and trip frequency.

What It Shows

  • Total travelers in the selected period
  • New vs. returning traveler breakdown
  • Top returning travelers with trip counts
  • Traveler trends over time
  • Period selector - This year, last year, or custom date range
All data in the Travelers tab is grouped by trip departure date (from_date). This is different from the Earnings and Financial tabs, which let you toggle between trip date and booking date.
  • Traveler Trends chart — each month reflects trips that depart in that month, not when they were booked.
  • Top Returning Travelers — counts trips that depart within the selected period.
  • Top Travelers table — ranked by trips departing in the selected period.
There is currently no booking-date mode for the Travelers tab.

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Financial Tab

The most detailed financial view. Shows revenue, cost, margin, commission, and payment collection for every trip.

KPI Cards

MetricWhat It Tells You
RevenueTotal selling price across all trips
CostTotal supplier cost
Net MarginRevenue minus cost minus commission, the actual profit
InvoicedTotal amount from non-cancelled invoices sent to clients
CommissionTotal commission owed to travel agents
Collection RateHow much of the revenue has been paid by clients
Each KPI also shows a trend indicator in the top-right corner — a green arrow (up) or red arrow (down) with a percentage. This is the change vs. the equivalent previous period of the same length: if you’re viewing Jan–Dec 2025, it compares against Jan–Dec 2024; if you pick a custom 3-month range, it compares against the 3 months immediately before it. The indicator is hidden when the change is less than 0.1% (too small to be meaningful) and is not shown when viewing All Time (no comparable previous period).Collection Rate is calculated as total payments logged ÷ total revenue. It is based entirely on payments that are manually recorded against invoices — there is no automatic payment detection. If no payments have been logged for a trip, its collection rate is 0% regardless of what was actually paid. To keep this accurate, log payments on each invoice as they come in.
Collection rate = total collected ÷ total revenue.
  • Total collected is the sum of all payment entries recorded on non-cancelled invoices for the selected trips.
  • Payments are manually logged — a user must open an invoice and record each payment (amount, date, and optional notes).
  • There is no integration with payment processors; nothing is tracked automatically.
  • Cancelled invoices and their payments are excluded from the calculation.
If you have received money but haven’t logged it against an invoice, the collection rate will underreport your actual collections.
A detailed table listing every trip with:
  • Revenue, cost, and margin per trip
  • Commission amount
  • Amount collected vs. outstanding
  • Cost data coverage indicator (full, partial, or none)
You can search by trip name, sort by any column, and export to Excel.
  • Period selector - This year, last year, all time, specific year, or custom date range
  • Trip Date vs. Booking Date - Choose whether to filter by when the trip takes place or when the deal was confirmed
  • Include Cancelled - Toggle to include or exclude cancelled services (see below)
  • Zero-margin Services - Toggle to exclude services sold at cost with no markup (see below)

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Include Cancelled Filter

This filter is only available on the Financial tab because it’s the only place where seeing the financial impact of cancellations is useful.
By default, the Financial tab shows numbers based on active services only. Cancelled services within a trip are excluded from revenue, cost, and margin calculations. When you turn on “Include Cancelled”, the numbers are recalculated to include the value of cancelled services as well. This is useful when you want to see:
  • What your revenue would have been if nothing was cancelled
  • The financial impact of cancellations on your bottom line
  • A complete picture of all services, regardless of their current status

Why is this filter only on the Financial tab?

Each analytics tab handles cancelled data differently because it makes sense for their purpose:
TabHow it handles cancellationsWhy
FinancialOptional toggle to include/excludeYou may want to see the financial impact of cancellations
EarningsAlways excludes cancelledCancelled services don’t earn agent commission
Proposal ConversionsCounts “cancelled” as a lost proposalIt’s about proposal outcomes, not individual services
TravelersAlways excludes cancelledOnly counts actual trips taken
The Financial tab is the only one where showing cancelled data provides useful business insight.
Imagine a trip with 5 services totaling 10,000inrevenue.Oneserviceworth10,000 in revenue. One service worth 2,000 was cancelled.
  • Include Cancelled OFF (default): Revenue shows $8,000 (only active services)
  • Include Cancelled ON: Revenue shows $10,000 (all services including the cancelled one)
This also affects cost, margin, and commission calculations accordingly.

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Zero-Margin Services Filter

Some services are passed through to the client at cost, with no markup (e.g., administrative fees, transfers billed at the exact supplier price). These are called zero-margin services because their selling price equals the supplier cost. By default, zero-margin services are included in all financial calculations. This means your revenue, cost, and totals match exactly what you see on each trip’s Pricing tab. Turn off the “Zero-margin Services” toggle to exclude them. This is useful when you want to:
  • Focus on margin-generating business — see only services where you earn a markup
  • Analyze true profitability — understand your margins without at-cost services diluting the percentages

How does this affect the numbers?

When you exclude zero-margin services:
  • Revenue drops — the selling price of at-cost services is removed
  • Cost drops — the supplier cost of those same services is removed
  • Net margin stays the same — because these services had zero margin, removing them doesn’t change your actual profit
Zero-margin ON (default)Zero-margin OFF
Revenue$100,000$85,000
Cost$78,000$63,000
Net Margin$22,000$22,000
Margin %22%25.9%
Notice the margin percentage increases when at-cost services are excluded, because you’re measuring against a smaller revenue base.
The Pricing tab on each trip always shows all services — it doesn’t have a zero-margin filter. When the Financial tab has “Zero-margin Services” turned on (the default), both views include the same services, so the revenue and cost will match.If you turn zero-margin services off in analytics, the Financial tab will show lower revenue and cost than the Pricing tab. This is expected — the analytics is filtering out at-cost services while the Pricing tab always shows everything.

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Understanding Invoiced vs. Revenue

The Invoiced, Collected, and Outstanding metrics reflect actual invoice documents and payments — they are not affected by the Include Cancelled or Zero-margin filters. This means:
  • Toggling “Include Cancelled” changes Revenue, Cost, and Margin but not Invoiced or Collected
  • Invoiced may be higher than Revenue if services were cancelled after invoices were sent
  • Invoiced may be lower than Revenue if not all services have been invoiced yet
A trip has 10,000inactiveservicesandone10,000 in active services and one 2,000 service was cancelled after being invoiced.
MetricInclude Cancelled OFFInclude Cancelled ON
Revenue$8,000$10,000
Invoiced$10,000$10,000
Outstanding$10,000 - collected$10,000 - collected
Invoiced stays at $10,000 in both cases because the invoice document was already sent.

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Services Tab

Understand which services are booked most and how they perform.

What It Shows

  • Most frequently booked services
  • Service category breakdown
  • Revenue contribution by service type

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Suppliers Tab

Track which suppliers you work with most and how spending is distributed.

What It Shows

  • Most used suppliers
  • Spending per supplier
  • Supplier category breakdown

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Date Modes: Trip Date vs. Booking Date

Several tabs offer a choice between two date modes:

Trip Date

Filter by when the trip takes place. Use this to see what’s happening in a specific travel season.Example: “Show me all trips happening in July 2026”

Booking Date

Filter by when the deal was confirmed. Use this to see when revenue was actually booked.Example: “Show me everything we confirmed in Q1 2026”
Trip Date is best for operational planning (what’s coming up). Booking Date is best for sales performance analysis (when did we win the business).

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Period Selector

All tabs with date filtering share the same period selector:
OptionWhat It Shows
This YearJanuary 1 to December 31 of the current year
Last YearFull previous calendar year
Specific YearAny year with data (e.g., 2024, 2025)
Custom RangePick your own start and end dates
All TimeEverything since you started using Odia

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Multi-Currency Support

If your business operates with multiple currencies, analytics will convert all amounts to your default currency using your configured exchange rates. This gives you a unified view across all trips regardless of the currency they were priced in. Exchange rate conversions are snapshotted when you save a service’s price or cost. This means the converted value is locked in at the rate that was active at the time, so your historical financials remain stable even if exchange rates change later.
If exchange rates are not configured in Settings, multi-currency services cannot be converted accurately. The Pricing tab on a trip will attempt a live conversion using current rates, but analytics uses the snapshotted value. Configure your exchange rates in Settings > Financial > Currencies to ensure both views show consistent numbers.

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Key Metrics Glossary

The total selling price charged to clients. This is the amount your clients pay for their trips.
The total supplier cost for all services. This is what you pay your suppliers.
Revenue minus Cost. The profit before accounting for agent commission.
Revenue minus Cost minus Commission. Your actual profit after paying travel agent commissions.
The amount owed to travel agents based on their commission rate and the commissionable portion of the trip.
The percentage of revenue that has actually been collected through invoice payments. Helps you track outstanding balances.
(Confirmed Proposals / Total Proposals Created) x 100. Includes pending proposals in the total.
(Confirmed / (Confirmed + Lost)) x 100. Only counts proposals where a final decision was made.

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Common Questions

No. Archived proposals and trips are automatically excluded from all analytics tabs. This keeps your metrics focused on your active business.
The Earnings tab focuses on commission owed to travel agents. Since cancelled services don’t generate commissions, there’s no need to toggle them on. Cancelled services are always excluded from earnings calculations.The Financial tab is where this filter lives, because that’s where seeing the financial impact of cancellations is useful for business analysis.
The cancelled service is excluded from most analytics calculations by default:
  • Earnings: Revenue from cancelled services is not counted
  • Financial (default): Cancelled services are excluded from revenue, cost, and margin
  • Financial (Include Cancelled ON): Cancelled services are added back in so you can see the full picture
The trip itself still appears in analytics. Only the individual cancelled service is excluded.
No. Analytics is available only to Admin and Owner roles. This ensures sensitive performance and financial data remains accessible only to leadership.
Analytics updates in real-time as you work. When you create proposals, confirm bookings, record payments, or change statuses, the data refreshes automatically.Refresh the page if you’ve just made changes and don’t see them reflected.
They measure different things and may use different time ranges or filters:
  • Earnings focuses on commission calculations from confirmed trips
  • Financial shows the full picture: revenue, cost, margin, commission, and payment collection
The Financial tab also has additional filters (Include Cancelled, Zero-margin Services) that can change the numbers. Make sure you’re comparing with the same filters and date range.
If you notice the revenue or cost in the Financial analytics table doesn’t match what you see on a trip’s Pricing tab, check these filters:
  1. Zero-margin Services — If this toggle is off, at-cost services (where selling price = supplier cost) are excluded from the Financial tab. The Pricing tab always shows all services. Turn this toggle on to match.
  2. Include Cancelled — If this toggle is on, cancelled services are added to the Financial tab totals. The Pricing tab excludes them by default (unless you check “Include cancelled services”).
When both filters match between the two views, the numbers should be identical.
  • Proposals - Understanding proposal statuses and lifecycle
  • Itineraries - Managing confirmed trips
  • Invoices - Creating invoices and tracking payments
  • Travel Agents - Managing agent relationships and commissions
  • Settings - Configuring currencies and exchange rates