A rental yard's revenue is only as durable as its customer base. This dashboard breaks revenue down by customer type and rental duration, then measures how much of it comes from repeat customers — the loyalty signal that tells you whether you're building a book or churning through one-offs.
What this report answers
The customer-mix page answers who your money comes from and how they rent: revenue by customer type (Contractor, Homeowner DIY, Municipal/Gov, Event/Party, Industrial) and contract counts by duration band (Daily, Weekly, Monthly, Long-term 28+). Average Rental Duration is total rented days over contract count — a SUM-over-SUM ratio so short blank contracts can't distort it. Revenue per Contract is your average ticket. Repeat-Customer Revenue % is the headline loyalty number: the share of revenue from customers who had a prior contract.
The metrics that matter
Repeat-Customer Revenue % is the one to defend — repeat contractors are cheaper to win and rent longer, and a falling share is an early churn warning even when top-line revenue looks fine. Duration mix matters because longer rentals carry better margin per transaction and less yard churn; a book tilting toward Daily means more counter labor and turnaround per revenue dollar. Reading revenue by customer type next to duration band shows which segments drive the long, profitable rentals versus the high-touch short ones.
Why the data is trapped
Contracts, customer types, durations and the repeat-customer flag all live in the rental ERP — Point of Rental, Quipli, Alert EasyPro, Texada — but the ERP reports them transaction by transaction, not as a mix. Computing repeat-customer revenue share requires knowing whether each customer had a prior contract and rolling revenue up by segment, which is precisely the analysis that gets skipped when it lives only in a contract list.
How to read it
Start with Repeat-Customer Revenue % and the repeat-vs-new clustered bar by customer type — that tells you which segments are loyal and which you're constantly re-winning. Then read the duration mix: a healthy book has enough Weekly, Monthly and Long-term revenue to keep margin up. The customer-type matrix ties it together, showing average duration, ticket size, and loyalty for each segment so you know where to focus sales and which segments to grow.
The sample uses fully synthetic, anonymized data — no real customers or contracts.
Metrics it tracks
| Metric | What it means |
|---|---|
| Total Contract Revenue ($) | SUM(contract_revenue) across all rental contracts in the period. |
| Average Rental Duration (days) | DIVIDE(SUM(rental_days), SUM(contract_count)) — total rented days divided by number of contracts (a SUM/SUM ratio, not a row-average, so blank rows can't distort it). |
| Repeat-Customer Revenue % | DIVIDE(SUM(repeat_revenue), SUM(contract_revenue)) — share of revenue from customers with a prior contract (repeat_revenue = contract_revenue when repeat_flag=1 else 0). |
| Contract Count | SUM(contract_count) — plain count of contract rows (contract_count is integer 1 on every row). |
| Revenue per Contract ($) | DIVIDE(SUM(contract_revenue), SUM(contract_count)) — average ticket size per rental contract. |
Used by: Owner / GM understanding who rents, how long, and how often they come back
Frequently asked questions
Why does repeat-customer revenue matter for a rental yard?
Repeat customers — especially contractors — are far cheaper to win than new ones and tend to rent longer and more often. Repeat-Customer Revenue % (revenue from customers with a prior contract, over total revenue) is an early loyalty signal: a falling share warns of churn even while top-line revenue still looks healthy.
How is average rental duration calculated?
Total rented days divided by the number of contracts — a SUM-over-SUM ratio rather than an average of per-contract durations. Computing it that way means a short or blank contract can't skew the number, and it stays comparable across customer types and duration bands.
What do the duration bands tell me?
Daily, Weekly, Monthly, and Long-term (28+) split your contracts by how long equipment stays out. Longer bands generally carry better margin and less yard churn per revenue dollar; a book tilting toward Daily means more counter labor and turnaround for the same revenue, which is worth watching.
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