Glossary / No-Show Rate
No-Show Rate
No-show rate is the percentage of booked appointments where the customer does not arrive and does not cancel in advance.
Why it matters
Every no-show is a wasted slot and often a wasted trip, and a high no-show rate quietly erodes revenue in a way that is easy to miss without tracking it.
No-show rate is calculated as no-shows divided by total booked appointments over a period. Reminders sent at the right time (typically the day before and, for high-value appointments, the morning of) are the most reliable lever for reducing it.
A no-show is different from a late cancellation; tracking them separately shows whether the problem is forgetting (fixed by reminders) or a change of mind (which reminders alone will not fix).
Example
A business with 40 appointments and 6 no-shows in a month has a 15% no-show rate, which a reminder the day before might reduce significantly.
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