---
id: "insights"
lang: "en"
title: "Read the Insights report"
summary: "Insights answers what the other reports don't: who comes back, what money leaves with strangers, when the week happens, and who and what carries the shop."
area: "Reports & dashboards"
kind: "reference"
url: "https://zeropos.shop/help/insights"
alternate: "https://zeropos.shop/help/insights?lang=es"
markdown: "https://zeropos.shop/help/md/en/insights.md"
screens: ["/reports/insights"]
where_to_find: []
related: ["worth-a-call","reports-overview","customer-file","the-rota"]
updated: "2026-09-30"
---

# Read the Insights report

Insights answers what the other reports don't: who comes back, what money leaves with strangers, when the week happens, and who and what carries the shop.

Open **Insights** from the People band of [INSIGHTS › Reports](https://app.zeropos.shop/reports/data). It opens on the last twelve months; change the dates at the top. The top row shows the period's **Net revenue**, **Sales** and **Avg ticket**.

## Who the money comes from

Every ticket is split between **Repeat customers** (two or more sales in the period), **One-time customers** and **Walk-ins** (no customer on the ticket). Refunds come off their own group.

The walk-in share is money with no way to contact the buyer. Adding the customer at the till turns those sales into people you can invite back ([The customer file](https://zeropos.shop/help/customer-file)).

## When the week happens

Net revenue by day of the week, on the shop's own calendar. Let the rota follow it ([The rota](https://zeropos.shop/help/the-rota)).

## Biggest customers

The top 10 customers by spend, with their visits and share of revenue: the people worth a phone call.

**Work the call list →** opens [Worth a call: who to phone this week](https://zeropos.shop/help/worth-a-call), where you can phone them and note the call.

## Product concentration

The top 10 products by revenue, and how much of product revenue the top 5 carry. A high share means a lot rides on a few products staying in stock.

## Seller profiles

Each seller's **Attributed revenue** against their **Avg ticket** and **Tickets**: who closes big tickets and who rings up many.

Shared sales follow each seller's share, and a refund comes off whoever made the original sale.

## Common questions

### Are these figures before or after refunds?

After. Refunds come off their own group, so every share you read is already net.

### Who can open Insights?

The same people who can open Reports; by default the owner, administrators and managers.

## Good to know

- Check the walk-in share month by month: when it falls, more sales are reaching a customer file.

## Related guides

- [Worth a call: who to phone this week](https://zeropos.shop/help/md/en/worth-a-call.md)
- [What each report answers](https://zeropos.shop/help/md/en/reports-overview.md)
- [The customer file](https://zeropos.shop/help/md/en/customer-file.md)
- [The rota](https://zeropos.shop/help/md/en/the-rota.md)