Insights

Overview

Insights provides deeper analytics than Profit and Loss, with a focus on business performance trends, lead pipeline health, and operational metrics.

Insights needs an active Apex Lucis Pro subscription. Without it, the Insights card still appears on the Business screen, and opening it shows the upgrade screen.

iPhone iPad/Mac
iPhone

Accessing Insights

Business tab → Insights

Insights Sections

Overview Key performance indicators (KPIs):

  • Total bookings this period
  • Conversion rate (leads to bookings)
  • Average booking value
  • Client retention rate

Business

  • Revenue trend over time
  • Profit margin trend
  • Top-performing clients by revenue
  • Revenue by shoot type

Leads

  • Lead pipeline summary (count by stage)
  • Average time from enquiry to booking
  • Conversion rate by source
  • Leads requiring response (hot leads)

Planning

  • Most frequently used locations
  • Average shoot duration
  • Crew utilisation
  • Equipment hire frequency

Operations

  • Invoice payment times (average days to payment)
  • Overdue invoice count and value
  • Expense ratio (expenses as % of revenue)
  • Mileage claim totals