Understanding your reports

Your Reports section gives you nine KPIs that show how your membership program is actually performing. This article explains what each one measures, what a healthy number looks like for a clinic your size, and what to do when something looks off.

1. Active members

What it is: The number of patients with a paid, active membership right now. Paused memberships are not counted.

Healthy range: In the first 90 days, 20 to 50 active members is a strong start for most single-location clinics. After six months, 80 to 150 is achievable with consistent in-clinic promotion.

If it's low: Are you sharing your download link at every patient touchpoint? The most common reason this number stays flat is that the front desk is not offering the app consistently at checkout. Try a brief staff script and put the QR code on the counter.

2. Member retention rate

What it is: The percentage of members who renew for another month instead of cancelling. Calculated over the last 30 days by default.

Healthy range: Aim for 85% or above. Below 80% and you are churning patients faster than you can replace them, which makes growth very hard.

If it's low: Look at when patients are cancelling. If most cancellations happen in the first 60 days, the issue is usually that new members do not fully understand or use their rewards. A short onboarding message (sent via push notification when they join) explaining how to redeem points can fix this. If longer-term members are leaving, check whether your tier benefits still feel worth the monthly fee.

3. Membership revenue (MRR)

What it is: Your total monthly recurring revenue from active paid memberships. This is the predictable base revenue your membership program generates each month before a single patient walks through the door.

Healthy range: This depends on your pricing, but a clinic with 100 members at $99 per month is generating $9,900 MRR. Even at 50 members, that is nearly $5,000 per month in revenue you can count on.

If it's low: Either member count is low (see Active members above) or your pricing is too low. If your members are seeing strong results and engagement, a price increase is often well-received when framed around added value. Message us before changing prices so we can update your Stripe products correctly.

4. App sign-ups

What it is: The total number of patients who have created an account in your app, including free-tier members and patients who have not yet joined a paid tier. This is your total app audience, not just paying members.

Healthy range: Your sign-up count should be well above your active member count. A good ratio is roughly three sign-ups for every active member. If your sign-ups and active members are nearly the same number, you may not have a free entry point that encourages patients to join before they are ready to pay.

If it's low: This is a top-of-funnel problem. Focus on sharing the download link more actively and consider promoting the app on social media and in your email list.

5. Average session value: members vs non-members

What it is: The average spend per visit for members compared to non-members, pulled from your connected booking system. This is one of the most important numbers in the whole report because it shows the direct financial impact of membership.

Healthy range: Members should be spending 20 to 40% more per visit than non-members. If you are seeing that gap, your membership is working. If the numbers are the same, members are not being encouraged to use their rewards or upsell opportunities are being missed.

If it's low: Coach your team to check a patient's points balance when they check in and suggest how they could use their rewards on the day. Members with points to spend are more likely to add a product or a treatment upgrade when prompted.

6. Rewards redeemed

What it is: The total dollar value of rewards (points) that members have cashed in on treatments and products over the selected period.

Healthy range: You want this number to be meaningful but not excessive. A redemption rate of around 40 to 60% of points issued is healthy. Higher means patients are engaged. Very low redemption means patients are accumulating points but not using them, which can lead to disengagement and cancellations.

If it's low: Send a push notification reminding members to check their balance. Patients often forget they have rewards. A simple "You have $X in rewards. Use them on your next visit" message is enough to drive redemption and bookings.

7. Offer redemptions

What it is: The number of one-time offers or promotional campaigns that members have claimed during the selected period.

Healthy range: This depends on how many offers you run. A one-time offer sent to 100 members with a 20 to 30% redemption rate is excellent. Below 10% suggests the offer is not landing, either because the value is not compelling or the message did not get through.

If it's low: Test different offer types. A bonus points offer ("Double points this week") typically outperforms a percentage discount in aesthetic clinic contexts. Also check your push notification open rate, as an offer nobody opens can not be redeemed. See Sending a one-time offer.

8. Booking conversion from app

What it is: The percentage of members who tapped your booking link in the app and then completed a booking in your booking system. Tracked via the integration with Timely, Cliniko, or Fresha.

Healthy range: Aim for 15% or above. If a patient opens the booking flow, there is a good chance they intend to book. High drop-off usually means friction in the booking process itself.

If it's low: Check that your booking system availability is up to date and that the appointment types shown in the app match what patients expect to find. Long gaps in availability (nothing for three or four weeks) cause patients to abandon. Also check that your booking link is working correctly, as sometimes a booking system URL change can break the integration silently.

9. Patient lifetime value estimate

What it is: An estimated total value of a member over their time with your clinic, based on their average monthly spend, booking frequency, and how long similar patients have stayed members. This is a model, not an exact figure, but it is a useful benchmark.

Healthy range: For a membership at $99 per month with typical booking frequency, you should see a patient lifetime value estimate of $2,500 to $5,000 or more over 18 to 24 months. Higher retention and higher session values push this up significantly.

If it's low: The two main levers are retention (keeping members longer) and session value (getting members to spend more per visit). Address whichever is lower first. See the retention rate and session value KPIs above.