Analytics definitions

Members

The current number of approved members in the group.

• Includes users on a free trial
• Includes members with a paid subscription who have cancelled, but still have time left on their subscription
• Excludes members who are still in a pending state

MRR

The group’s current monthly recurring revenue (MRR) based on its members’ status.

• Excludes members currently on a free trial
• Includes members who currently have a failing payment but are still within the retry window

Conversion Rate

The average daily About Page conversion rate over the last 30 completed days. That is, the number of members who joined divided by the number of unique, non-member About Page visits.

• This does not include the current incomplete day

Retention

The amount of MRR revenue at the start of last month which is still active at the end of last month.

Monthly Member Count

The count of the members in each category by month.  Members who leave and rejoin will only have their most recent membership period shown.

Categories:

• New: The number of new members who have joined this month
• Existing: The number of existing members who were members in the prior month and any part of the current month
• Churned: The number of members that left a group in a given month.  Includes users who joined and churned in the same month
• Total: The number of members at the end of the month (New + Existing - Churned members)

Monthly Engagement Cohorts

A cohort view of users by the month they joined and whether they are an active, retained member of the group in subsequent months.  Active is defined as having at least one page view to that group in a given month.

• Cohort coloring is based on the Skool average for that engagement month
• This percentage can never be greater than 100%
• Members who leave and rejoin will only have their most recent membership period shown
• If no members join a group in a particular month (eg a cohort size of 0), then that month will not be shown

Monthly MRR

Monthly recurring revenue (MRR) is determined by active subscriptions and the subscription amounts in a given month.  Classification is done on a user-by-user basis.

Classifications:

• New: The first month that any MRR is attributed to a user.
• Existing: Any MRR revenue that is the same as the total MRR from the previous month for a user.
• Churn: The first month when total MRR goes to 0 for a user. Must have had a positive MRR value the month prior to the Churn month.
• Reactivation: The first month a user has positive MRR in a given group after having fully churned. 
• Downgrade: When total MRR decreases for a user in a month vs the previous month, but total MRR remains greater than 0.  The portion of MRR that decreased from the previous month is classified as a Downgrade.
• Upgrade: When total MRR increases for a user in a month vs the previous month, but total MRR was greater than 0 in the previous month. The portion of MRR that increases from the previous month is classified as an Upgrade.

Monthly Unit Economics

A monthly view of average revenue per paying user in that month, and the lifetime value of each of these paying users.

Definitions:

• Average Revenue Per User (ARPU): Calculated by taking a group’s total MRR for a month and dividing by the total number of users that paid in the month
• Lifetime Value (LTV): This average is calculated by taking the group’s ARPU for the month and dividing by the churn rate of that group.  Churn rate is calculated as 1 minus the Retention Rate.  LTV is not shown for the first month a group has MRR to prevent large LTV volatility early on for groups.
• Churn rate for LTV is smoothed in order to provide a less volatile month over month change of LTV
  • Churn rate for the LTV calculation cannot be negative
  • The maximum LTV for a group is capped at 60 times the ARPU (5 years worth of retention)
  • No LTV is calculated for the first month a group has MRR

Monthly Cashflow

A monthly view of all cashflow related events.

Classifications:

• 1-time payments: One-time transactions made in this group.  The entire amount paid is displayed in the month the transaction occurs.
• Annual subs: Yearly subscription charges for group membership.  The entire amount paid is displayed in the month the transaction occurs.
• Monthly subs: Monthly subscription charges for group membership using the payment date.
• Affiliates: Amount of cashflow owed to affiliates that bring paid members to a group using the payout date.
• Fees: Fees collected by Skool cover payment processing.  Fees are 2.9% + 30c per transaction for Pro and 10% + 30c per transaction for Hobby.
• Refunds: Refunded amounts for any charges for group membership.  This appears in cashflow when the refund is created.
• Disputes: Also referred to as chargebacks, this is when there is a dispute from the user’s bank or credit card company.  The date that the dispute is settled and the amount is returned is when this appears in cashflow.

About Page Views And Conversion

The number of distinct about page visits and the about page conversion rate to a group member.  Conversion rate is defined as the number of members who joined divided by the number of unique page views for the time period.

• Use the time-range dropdown to switch between recent and historical views

Monthly Free Trials

The number of membership free trials and the conversion rate of those free trials to paid members per month

• Conversion rate only considers free trials that have completed their full 7 days
• For free trials that have payment failures, they are considered converted and members until their payment retry period is fully completed

Monthly MRR Retention

The monthly recurring revenue (MRR) retention classifications.

• The Churn, Reactivation, Upgrade and Downgrade MRR types for a month
• Retention Rate is the aggregation of the above 4 classifications divided by the total MRR for the current month
• MRR Retention can technically be negative if your Churn is greater than the current month’s total MRR.  In these cases, we cap the Retention Rate to 0% as the lowest possible Retention Rate.

MRR Retention Cohorts

A cohort view of monthly recurring revenue (MRR) by the month that a user first paid for a group, and how MRR changes in subsequent months.

• Cohort coloring is based on the Skool average for that retention month
• The percentage can be above 100%, meaning this cohort of users now has a higher MRR than in their initial cohort month
• Users who Churn and come back as Reactivation will remain in their original cohort month
• If there is no new MRR for a group in a month (cohort MRR would be $0), then that month will not be shown

Data Refresh Frequencies