This guide is for sales and marketing users who know Lavanda has reports but not which report answers which question.
It follows one enquiry from arrival to signed booking, and names the report to open at each stage. Allow about 30 minutes to work through it once, then keep it as a reference.
Before you begin
You need the Admin or Analytics Viewer role. No report in this guide opens without one of the two.
Multi-factor authentication (MFA) must be set up on your account. The topic Setting up MFA for your PMS access covers it.
Every report here sits under Analytics, then Reports, in the Sales & marketing group.
Report names and column headers are in English in every language of the Help Centre, because the report viewer is not translated.
Several reports open with a filter already applied. Check the filter bar before you quote a figure.
Lead statuses are the vocabulary of the first three steps. The topic Understanding lead statuses explains each one.
The steps at a glance
Count the enquiries arriving, in Leads.
Measure how many of them convert, in Lead conversion.
Follow the offers you sent, in Leasing.
Check the CRM record a converted lead becomes, in Contacts.
List the people on the resulting bookings, in Booking guests.
Read the bookings themselves, in Bookings.
Find how far ahead people book, in Booking window.
Find how long they stay, in Length of stay.
Set your numbers against the market, in Market data and Sales proposition.
Roll the whole pipeline up weekly, in the Weekly performance report.
Step 1: count the enquiries arriving
Every pipeline figure starts with the volume of enquiries. The Leads report lists each lead with its source, campaign tracking, and current status. Read the Leads by creation date tab for new demand, and the Leads by updated date tab for movement on older leads.
In this journey, note that Lead status (excluding) opens pre-set to exclude Duplicate, so the count arrives already cleaned.
Step 2: measure how many of those leads convert
Volume alone does not tell you whether the pipeline is healthy. The Lead conversion report gives the closed won conversion rate, the stage where leads drop out, and how long they sit in each status. Compare it against the same period in step 1.
A rising lead count with a falling rate points at lead quality rather than effort. The report is listed as Lead conversion and opens under the title Leads conversion, so search the list for the singular name.
Step 3: follow the offers you sent
A converting lead becomes an offer, then an application, then a booking. The Leasing report tracks each one, showing who sent the offer, when it was accepted, and on what lease terms and rate. Use it to find offers sitting unaccepted, which a conversion rate hides.
One lead can produce several rows, one per offer accommodation, so the row count runs higher than the lead count in step 2.
Step 4: check the contact record the lead became
A converted lead writes a contact record into the CRM. That record carries the identity, consent, company, and student attributes the rest of the funnel depends on. The Contacts report lists every one of them.
Use it to find missing email addresses or absent consent before a campaign goes out. Booking status opens pre-set to confirmed, so clear it under More filters to count every contact.
Step 5: list the people on the resulting bookings
A contact is one person, and a booking often carries several. The Booking guests report lists every guest on a booking rather than only the lead guest, with marketing consent, nationality, and stay dates. Use it to size your addressable audience.
It covers guests who checked in within the last 24 months, and guests booked for the next 12 months. It is not a full history.
Step 6: read the bookings themselves
This is the outcome the pipeline exists to produce. The Bookings report shows how many bookings you hold, the status mix, and how quickly they arrived by platform. That is where channel performance becomes visible.
Set the period before you read anything, because the report opens with Check in date on Current year. It is listed as Bookings and opens under the title Booking report, and both names mean the same report.
Step 7: find how far ahead people book
Booking volume without timing does not support a pricing or campaign decision. The Booking window report gives the average days between booking and check in, the monthly trend, and the split across bands. A shortening window is a signal to bring campaign spend forward.
The More filters badge reads 0 even though Check in is pre-set to a rolling 12 months. The badge is not proof that the report is unfiltered.
Step 8: find how long they stay
Stay length drives revenue per booking and, in some cities, compliance. The Length of stay report gives the average, the monthly trend, and the split across stay length bands. A separate 90 days rule tab covers the London 90 night cap.
Read it alongside step 7. A long booking window with a short stay is a different business from the reverse. Check in is pre-set to a rolling 12 months here as well.
Step 9: set your numbers against the market
Your own funnel tells you what happened, not whether it was good. The Market data report covers guest origin, traveller type, booking window, and stay length across the wider market. Compare it against your own figures from steps 7 and 8.
The Sales proposition report is the positioning companion to it, and it is not active on every workspace. Where it is inactive, it opens on a panel headed Sales proposition not enabled, with a Register Interest button and no data.
Step 10: roll the whole pipeline up weekly
Once you know which report answers which question, the weekly roll-up is the fastest way to keep watch. It gathers On-the-books, Net income, Daily KPIs, and Weekly bookings into one view.
It arrives as a weekly email reminder carrying a link, not the report itself. Use it as the routine, and open the individual reports in this guide when a figure needs explaining.
Things to note
Report names and column headers stay in English in every language. The report viewer is not translated, so a Spanish page names an English column.
Leads and Lead conversion filter by Workspace, while the rest of the group filters by Building. A figure that will not reconcile between steps is often this.
Counts do not tie exactly between steps. Leasing returns one row per offer accommodation, Contacts opens filtered to confirmed bookings, and Booking guests counts people rather than bookings.
Sales proposition is not active by default. Finding it in the report list does not mean you can run it.
Work the steps in order the first time. Each one answers a question the previous step leaves open.
A report that is slow to load has usually been left on a wide date range. Narrow the range and select Apply again.
Find out more
Topic | What it covers |
Finding a report by name when the group list is long. | |
Pinning the reports in this guide so you do not search for them each time. | |
The multi-factor authentication your account needs before any report opens. | |
What each lead status in steps 1 to 3 means. | |
Taking any of these results out of the PMS as a spreadsheet. | |
The wider set of reports beyond the Sales & marketing group. | |
The end-to-end money journey, from the first down payment to a reconciled receipt | |
Connecting Stripe, then taking and refunding card and direct debit payments |