> ## Documentation Index
> Fetch the complete documentation index at: https://help.odia.app/llms.txt
> Use this file to discover all available pages before exploring further.
# Analytics
> Track Journey conversions, earnings, financials, traveler patterns, and supplier performance across your business.
## 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.
How well you turn Journeys into confirmed bookings, plus revenue, cost, and margin
Revenue earned and commission owed to travel agents
Traveler volume, returning guests, and trip patterns
Revenue, cost, margin, and payment collection across all trips
Which services are used most and how they perform
Supplier usage and spending patterns
**Access:** Any role can open **Business Overview**. **Travelers** and **Services** also work for any role, if your plan includes them. **Agencies**, **Financial**, and **Suppliers** additionally require the **Owner** role. Within Business Overview itself, only **Owner** can view whole-team or per-member data — User, Supervisor, and Admin always see their own performance only.
***
## What Data Is Included?
All analytics tabs automatically exclude **archived** Journeys and trips. If you archive a Journey, 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 Journey or trip, it disappears from all analytics tabs. Make sure you only archive items you truly want to remove from your reports.
***
## Business Overview Tab
The tab you land on when you open Analytics. It has two lenses — **Performance** and **Financial** — switched with a toggle at the top of the tab.
### Who Sees What
Only the **Owner** role can view whole-team or per-member data here. **User**, **Supervisor**, and **Admin** all see their own performance and financials only — there is no elevated Admin or Supervisor tier on this page.
| Role | What they see |
| ----------------------- | ------------------------------------------------------------------------------------- |
| User, Supervisor, Admin | Their own data only. The scope control is replaced with static "My performance" text. |
| Owner | A scope selector: **Whole team** (default), a specific team member, or **Unassigned** |
### Performance Lens
**North star metrics** (KPI cards, for the selected date range and scope):
| Metric | What it means |
| ----------------------------- | ------------------------------------------------------------------------------- |
| Journeys created | Total Journeys created in the period |
| Confirmed from these Journeys | How many of those Journeys became confirmed bookings |
| Conversion | Confirmed ÷ Journeys created |
| Average time to confirm | Average days from creation to confirmation, across Journeys that have confirmed |
**Journeys created chart** — an area chart of Journeys created over time. Toggle between **Week** and **Month** grain. A caption below the chart calls out the busiest week or month.
**Team performance table** (Owner, Whole team scope only) — the same four metrics broken down one row per team member, plus a highlighted "Whole team" summary row. Sortable by any column.
### Financial Lens
**Monthly Revenue, Cost, and Margin chart** — one combined chart with one point per month, for the currently selected scope, date range, and Financial-lens filters. It plots five series:
| Series | Shown as | Axis |
| -------------- | ------------------------- | ------------------------------------------- |
| Revenue | Filled area | Left — **Amount**, in your account currency |
| Cost | Filled area | Left — **Amount** |
| Total Earnings | Line (thicker, with dots) | Left — **Amount** |
| Net Margin | Line | Left — **Amount** |
| Margin % | Dashed line | Right — **Margin %** |
Margin % gets its own right-hand axis because a percentage and currency amounts don't share a sensible scale. The left axis shows rounded, compact amounts (e.g. \$12.3K); hover over any point to see a tooltip with the exact value for all five series at that month, plus a legend below the chart identifying each series by color. Once a date range spans more than 24 months, the x-axis groups points by quarter instead of by month.
Unlike the Performance lens, the Financial lens has no KPI cards. Totals only appear in the "Whole team" row of the Team financial performance table below.
**Team financial performance table** (Owner, Whole team scope only) — one row per team member, plus an "Unassigned" row and a "Whole team" summary row:
| Column | What it means |
| ----------------------------- | ---------------------------------------------------- |
| Journeys | Number of Journeys |
| Revenue | Total customer revenue |
| Cost | Total supplier cost |
| Gross margin / Gross margin % | Revenue minus cost |
| TA Commission | Commission owed to travel agents |
| Net margin / Net margin % | Gross margin minus TA Commission |
| Total Earnings | Combined earnings figure |
| Avg net/Journey | Net margin divided by Journey count |
| Average invoice | Average invoice value |
| Missing costs | Number of services with a price but no recorded cost |
**Journeys.** Counts every **Confirmed** Journey in scope.
**Revenue.** The total selling price (converted to your base currency) of every active service on those Journeys. Services where the client pays the supplier directly are excluded, since they don't generate revenue for you.
**Cost.** The total supplier cost of that same set of services.
**Gross margin / Gross margin %.** Revenue minus Cost. The percentage divides that by Revenue.
**TA Commission.** The commission owed to travel agents on those services — using each service's own commission rate where one was set, or the Journey's default rate otherwise — plus any supplier commission that is already netted off cost or still to be collected. Whether commission is calculated on the full selling price or on a net-of-charges basis is a setting on the Journey, not on individual services.
**Net margin / Net margin %.** Gross margin minus TA Commission and any already-netted supplier commission. The percentage divides that by Revenue.
**Total Earnings.** Net margin plus any supplier commission that is still outstanding to collect.
**Avg net/Journey.** Net margin divided by the number of Journeys in that row.
**Average invoice.** The average value of invoices **issued** in the selected date range, based on the invoice's creation date — not the Journey's dates or status. Because this is a different population than the Journeys column, it can include Journeys that wouldn't otherwise count toward Journeys, or exclude Confirmed Journeys that haven't been invoiced yet. Don't expect Average invoice to reconcile cleanly against Revenue ÷ Journeys.
**Missing costs.** How many Journeys in that row have at least one active service with a known selling price but no recorded cost, so that service's margin can't be calculated.
**Missing costs.** Select a value in the **Missing costs** column to open a dedicated page listing the services (from the Journeys in scope) that have a known selling price but no recorded cost. From there, select **Open cost control** on a service to fix it directly.
### Filters
* **Date range** — always available; the label switches between "Created date" (Performance) and "Journey date" / "Booking date" (Financial)
* **Journey Date vs. Booking Date** (Financial lens only) — Journey Date filters by the Journey's travel dates; **Booking Date filters by the date the Journey was confirmed**
* **Include Zero-margin** (Financial lens only, **on** by default) — controls whether zero-margin (passthrough) services are included in the same columns
* **Scope** (Owner only) — Whole team, a specific member, or Unassigned
Zero-margin changes what gets summed into Revenue, Cost, TA Commission, and every other column above — it doesn't run a separate report, it widens or narrows the same one.
There is **no cancelled-service filter here**. Whether a cancelled service counts is decided per service in Journey Financials (see [Cancelled Services](#cancelled-services)), and every column above inherits that decision.
### Exporting
Owners viewing **Whole team** scope can export the Team performance table, the Journeys-created trend, or the Team financial performance table as XLSX or CSV. Exports always include the complete table, not just the currently visible or sorted rows.
***
## Agencies Tab
**Owner only.** Unlike Business Overview, no other role can open this tab.
Understand how much revenue your travel agent partners generate and how much commission is owed to them. It has two lenses — **Agencies** and **Travel Agents** — switched with a toggle at the top of the tab.
### Agencies Lens
**North star metrics** (KPI cards):
| Metric | What it means |
| ------------------- | --------------------------------------------------------------------------------- |
| Total Revenue | Total revenue across agency-linked Journeys in the period |
| Total TA Commission | Total commission owed across those Journeys |
| Active Agencies | Number of agencies with activity in the period |
| Top revenue | The single agency with the highest revenue |
| Highest converter | The agency with the best conversion rate, among agencies with at least 5 Journeys |
**Monthly trend chart** — revenue and TA Commission plotted by month, same style as the Business Overview financial chart.
**Performance ranking chart** — a bar chart of the top 20 agencies. Two buttons let you switch what it ranks by: **Revenue** or **Conversion**. In Conversion mode, it only ranks agencies that have a conversion rate at all (any volume, not just the 5+ Journey minimum used for the "Highest converter" KPI card).
**Agency performance table** — one row per agency: Agency, Parent Agency, Journeys, Confirmed Journeys, Conversion %, Travel Agents (count), Revenue, TA Commission. Searchable, sortable, and rows can be selected — export either your selection or the full filtered table.
**Filters:**
* **Period** — This Year, a prior year, All Time, or a custom date range
* **Date mode** — Journey Date or Created Date
* **Agency** — a searchable dropdown to focus on one agency
### Travel Agents Lens
**North star metrics** (KPI cards):
| Metric | What it means |
| -------------------- | ------------------------------------------------------------------------------- |
| Total Revenue | Total revenue across this agent's Journeys in the period |
| Total TA Commission | Earned plus projected commission combined |
| Active Travel Agents | Number of individual agents with activity in the period |
| Top revenue | The single travel agent with the highest revenue |
| Highest converter | The agent with the best conversion rate, among agents with at least 5 proposals |
**Monthly trend chart**, with an optional projections chart alongside it.
**Performance ranking chart** — the same Revenue/Conversion bar chart as the Agencies lens, scoped to individual travel agents (labeled by Proposal rather than Journey for conversion).
**Travel agent reporting table** — one row per travel agent: Travel Agent, Agency, Proposal conversion, Revenue, Total TA Commission, Avg TA Commission Rate, Journeys. Scrolls to load more rows, and is exportable.
**Filters:**
* **Period** — same options as the Agencies lens
* **Date mode** — Journey Date (travel dates) or Booking Date (**the date the Journey was confirmed**)
* **Travel agent** — a searchable dropdown to focus on one agent
### Cancelled Services
There's no toggle on this tab. Revenue and sale TA Commission follow the Include/Exclude choice recorded on each cancelled service in Journey Financials — a cancelled service with no choice recorded is excluded.
Supplier commission and agent splits are the exception: they are obligations, not sales, so they keep counting toward Total TA Commission even when the service is cancelled and excluded from revenue. They stop only when someone voids the commission.
### Exporting
Both lenses can export their table and their ranking chart to XLSX. Table exports respect your current selection and search/sort filtering.
***
## Travelers Tab
See patterns in your traveler base: volume, returning guests, and trip frequency.
* **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 the start of the Journey's **travel dates**. This is different from the Agencies 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.
***
## Financial Tab
The most detailed financial view. Shows revenue, cost, margin, commission, and payment collection for every trip.
| Metric | What It Tells You |
| --------------- | -------------------------------------------------------- |
| Revenue | Total selling price across all trips |
| Cost | Total supplier cost |
| Net Margin | Revenue minus cost minus commission, the actual profit |
| Invoiced | Total amount from non-cancelled invoices sent to clients |
| Commission | Total commission owed to travel agents |
| Collection Rate | How 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**.
Monthly chart showing:
* Revenue and cost as area charts
* Net margin as a line
* Margin percentage as a secondary axis
Helps you spot months with high revenue but low margin, or identify cost trends.
* **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 **by the date the Journey was confirmed**
* **Zero-margin Services** - Toggle to exclude services sold at cost with no markup (see below)
### Cancelled Services
There is no Analytics-wide cancelled-service filter. You decide per service, once, in Journey Financials — and every financial report follows that decision.
When you cancel a service you choose how it should be treated financially: **Include in revenue** or **Exclude from revenue**. A cancelled service with no choice recorded is **excluded**, which matches the previous default.
That single per-service choice is inherited by the Financial tab, the Business Overview Financial lens, the Agencies tab's revenue and sale TA Commission, agency performance, and any export derived from them. Zero-margin remains the only service-level financial filter left in Analytics.
| Surface | How it handles cancellations | Why |
| -------------------------------------- | -------------------------------------------------- | ---------------------------------------------------- |
| **Financial** | Follows each service's Include/Exclude choice | The choice belongs to the service, not to the report |
| **Business Overview → Financial** | Same choice, same figures | It reads the same source as the Financial tab |
| **Agencies** | Revenue and sale commission follow the same choice | Agencies must reconcile with Journey Financials |
| **Supplier commission & agent splits** | Kept until explicitly voided | A cancelled booking can still owe you commission |
| **Business Overview → Performance** | Counts "cancelled" as a lost Journey | It's about Journey outcomes, not individual services |
| **Travelers** | Always excludes cancelled | Only counts actual trips taken |
| **Service delivery metrics** | Always status-based | Operational reporting, not money |
Operational counts stay status-based everywhere: a cancelled service is still counted as cancelled on boards, calendars, and delivery metrics regardless of how it is treated on the books.
A journey has four services:
| Service | Status | Financial treatment | Counts toward revenue? |
| ------------------ | --------- | -------------------- | ---------------------- |
| Hotel — \$6,000 | Active | n/a | Yes |
| Transfer — \$2,000 | Cancelled | Include in revenue | Yes |
| Tour — \$1,500 | Cancelled | Exclude from revenue | No |
| Dinner — \$500 | Cancelled | Not set | No |
On-book revenue is **\$8,000** — the active hotel plus the cancelled transfer you chose to keep. Cost, margin, sale TA Commission, and cost coverage use the same two services.
The journey still shows **three cancelled services** in operational reporting. And if the cancelled tour had a supplier commission you are still owed, that commission keeps appearing in supplier totals until someone voids it.
Journey Financials recalculates the moment you change a service's treatment. The Analytics tabs, agency performance, and Agencies figures read a nightly snapshot, so they show the new figure after the next refresh. This is expected — the two are not disagreeing, one is simply newer.
### 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
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.
### Understanding Invoiced vs. Revenue
The **Invoiced**, **Collected**, and **Outstanding** metrics reflect actual invoice documents and payments — they are **not affected** by a service's financial treatment or by the Zero-margin filter.
This means:
* Changing a cancelled service to Include or Exclude changes Revenue, Cost, and Margin but **not** Invoiced or Collected
* Invoiced may be higher than Revenue if services were cancelled and excluded after invoices were sent
* Invoiced may be lower than Revenue if not all services have been invoiced yet
A trip has $10,000 in services and one $2,000 service was cancelled after being invoiced.
| Metric | Cancelled service excluded | Cancelled service included |
| ----------- | -------------------------- | -------------------------- |
| 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. If the money is genuinely not owed, credit or cancel the invoice — changing the service's financial treatment does not alter invoice documents.
***
## Services Tab
Understand which services are booked most and how they perform.
* Most frequently booked services
* Service category breakdown
* Revenue contribution by service type
***
## Suppliers Tab
Track which suppliers you work with most and how spending is distributed.
* Most used suppliers
* Spending per supplier
* Supplier category breakdown
***
## Date Modes: Trip Date vs. Booking Date
Several tabs offer a choice between two date modes:
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"
Filter by **the date the Journey was confirmed** — the day its status changed to Confirmed. Use this to see when revenue was actually booked, regardless of when the trip itself happens.
**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).
***
## Period Selector
All tabs with date filtering share the same period selector:
| Option | What It Shows |
| ------------- | -------------------------------------------- |
| This Year | January 1 to December 31 of the current year |
| Last Year | Full previous calendar year |
| Specific Year | Any year with data (e.g., 2024, 2025) |
| Custom Range | Pick your own start and end dates |
| All Time | Everything since you started using Odia |
***
## 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.
***
## 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.
Shown on the Business Overview tab's Performance lens. Both parts of the formula are anchored to the **same** date filter — the Journeys **created** in that period, and how many of those specific Journeys have since become **confirmed**:
(Confirmed from the Journeys created in the period / Journeys created in the period) x 100
**Example:** If your date filter is set to this year (2026), Odia first finds every Journey **created** in 2026. It then checks how many of those 2026-created Journeys are now **Confirmed** — regardless of when they were confirmed — and divides that count by the total created in 2026, x 100, to get the conversion rate for 2026.
***
## Common Questions
**No.** Archived Journeys and trips are automatically excluded from all analytics tabs. This keeps your metrics focused on your active business.
It was removed. A single report-wide toggle could not express what teams actually needed — some cancelled services still represent real money, others do not.
You now make that call per service, in Journey Financials, when you cancel it: **Include in revenue** or **Exclude from revenue**. Every financial report inherits your choice, so the Financial tab, Business Overview, agency performance, and Agencies can no longer disagree with the journey.
Old bookmarked links containing `cancelled=true` still work; the parameter is simply ignored.
You choose how it should count. That choice then applies everywhere:
* **Include in revenue:** the service keeps contributing to revenue, cost, margin, sale TA Commission, and cost coverage
* **Exclude from revenue** (also the default when no choice is recorded): it drops out of all of those
* **Supplier commission and agent splits:** unaffected either way — they end only when voided
* **Operational reporting:** the service still counts as cancelled on boards, calendars, and delivery metrics
The trip itself always still appears in analytics.
It depends on the tab. **Business Overview** is open to every role — User, Supervisor, Admin, and Owner alike — though only Owner can see whole-team data there; everyone else sees their own. **Travelers** and **Services** are also open to every role, if your plan includes them. **Agencies**, **Financial**, and **Suppliers** are Owner-only.
Analytics updates in real-time as you work. When you create Journeys, 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:
* **Agencies** focuses on commission calculations from confirmed trips
* **Financial** shows the full picture: revenue, cost, margin, commission, and payment collection
The Financial tab also has a Zero-margin Services filter that can change the numbers. Make sure you're comparing with the same filter and date range. Both tabs honour the same per-service financial treatment, so cancelled services are never a source of disagreement between them.
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. **Snapshot freshness** — Journey Financials updates immediately; the Financial tab reads a nightly snapshot. If you just changed a service, wait for the next refresh before comparing.
Cancelled services are not a source of difference: both views apply the same per-service Include/Exclude choice. (The Pricing tab's own "Include cancelled services" checkbox only controls what is *listed* on the quote, not what analytics counts.)
When the filter and the snapshot date match, the numbers should be identical.
***
## Related Documentation
* [Journeys](/features/proposals) - Understanding Journey statuses and lifecycle
* [Confirmed Journeys](/features/itineraries) - Managing confirmed trips
* [Invoices](/features/invoices) - Creating invoices and tracking payments
* [Travel Agents](/features/travel-agents) - Managing agent relationships and commissions
* [Settings](/features/settings) - Configuring currencies and exchange rates