The Analytics tab surfaces the numbers that tell you whether your school's funnel is healthy: how many families are finding you, how many of those become inquiries, how many show up to a tour, and how many complete an application. This article walks through each metric, what counts as a healthy baseline, and what to look at first when something starts trending the wrong way.
Three things to note before reading the rest:
- All numbers are scoped to your school only. We don't show competitive benchmarks against other schools by name. Where we reference baselines below, those are anonymized medians across the platform.
- The default timeframe is the last 30 days. Use the timeframe picker (30 / 90 / 365 days) to zoom out, and the comparison picker to overlay deltas vs. the prior period or vs. the same period last year. Engagement-metric cards then show ↑/↓ percentage change against the comparison window.
- Numbers update hourly. A new inquiry submitted at 9:02am shows up in the dashboard by 10am at the latest.
Profile views
The count of unique visitors who landed on your public school page in the selected timeframe. Excludes bots, repeated views from the same visitor within an hour, and your own admin team's views (we filter these by user-agent + your team's IPs).
Healthy baseline: highly seasonal. International families search peaks in September-November (admissions cycle for the following September) and February-March (mid-year transfers). A median school sees 200-800 views/month off-cycle, 1,000-3,000 in peak season.
When to act: if profile views are down >40% versus the same month last year, the most common cause is a competitor schools pushing harder on SEO or paid search. Check your Google ranking for "boarding school [your canton]" — if you've slipped past page 1, that's the issue, not the platform.
Inquiry conversion
The percentage of profile viewers who submit an inquiry. Calculated as inquiries / unique views. A small number — most schools see 1-3%.
Healthy baseline: 1.5-3% is the median range. Schools with profile-completion above 80%, high-quality photos, and at least one review tend to land at the upper end.
When to act: if conversion drops below 1% for a sustained period (more than 2 weeks), the issue is almost always one of:
- Profile photo quality (especially the hero image)
- Missing or weak tagline / description
- No reviews displayed
- Fee transparency missing (we surface this prominently because families need it; if you hide fees you'll get fewer but better- qualified inquiries — trade-off, not a bug)
The Profile Completion widget on the Overview tab is the fastest diagnostic — it tells you exactly which sections are weakest.
Booking show-rate
Of confirmed bookings (tours, virtual visits, info sessions), the percentage where the family actually showed up. You mark this manually from the booking detail view (Tour completed / No-show).
Healthy baseline: 70-85% for in-person tours, 60-75% for virtual visits. Virtual is lower because the bar to book is lower (no travel) and the bar to no-show is also lower (no commitment in person).
When to act: below 60% means you're losing pre-tour pipeline. The two interventions that move the number:
- Send a reminder email 24h before. Turn on Settings → Bookings → Send automatic reminder email. The system emails the family the morning before their visit. Off by default — opt in once and it handles every booking thereafter.
- Make the confirmation email itself useful. Include parking, what to bring, who they'll meet. A confirmation that just says "see you Tuesday" gets forgotten; one with practical details stays at the top of the inbox.
Application start vs complete
For schools on Premium with the admissions module: how many families opened your application form vs. how many submitted it.
Healthy baseline: 40-60% completion rate. Above 60% is unusual and usually means a very short, qualified form. Below 40% means abandonment somewhere in the wizard.
When to act: the Admissions tab shows per-step drop-off — the step where the most families abandon is your bottleneck. Common culprits:
- A file-upload question (passport scan, school report) — families start the form on their phone, hit the upload, can't find the file, abandon
- A long free-text "tell us about your child" question with no helper text or example
- An optional payment step that wasn't communicated upfront
The admissions form builder article covers what to do about each.
Inquiry response time
Average hours between an inquiry arriving and your team's first reply.
Healthy baseline: under 4 hours during business hours, under 24 hours overall. Families compare across multiple schools and the first to respond wins disproportionately often.
When to act: if your median response time is creeping above 24h, the fix is operational, not platform:
- Make sure inquiry notifications are reaching the right inbox (Settings → Notification preferences)
- Designate one team member as the inquiry triager during peak weeks rather than relying on "whoever sees it first"
- Use canned reply templates for the most common questions to cut reply time without sacrificing quality
Broadcast open rates
For broadcasts sent in the last 90 days: what percentage of recipients opened the email.
Healthy baseline: 35-55% for school audiences (higher than general consumer email because the families are warm leads, not cold-list subscribers).
When to act: below 30% means either subject-line quality, send frequency, or list hygiene. The broadcasts article covers all three. Above 60% is unusual and worth replicating — look at what worked.
What to do when a metric is bad
Don't chase metrics in isolation. The funnel matters:
profile views → inquiry conversion → booking show-rate → application start → application complete
Improving inquiry conversion when your application complete rate is 50% is the wrong order — you're sending more families into a leaky bucket. Fix the leak first (where families are dropping out late), then turn up the top of the funnel.
A useful diagnostic: pick the lowest-converting step and ask "if I could only fix one thing this month, what would it be?" That's usually your right answer.
Exporting for board reports
Most analytics views have an "Export" button (top right) that downloads the current view as CSV. Useful for board meetings, year-over-year comparison spreadsheets, or pulling raw numbers into your own reporting.
For schools that want the raw event stream (every page view, every form submit) the Bespoke tier includes an API key — see the billing article.