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, and how many complete an application. This article walks through each metric, what to watch for, 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 publish cross-school benchmarks and we don't rank you against other schools — your analytics are yours. Where this article describes what to aim for, it means the direction to move in, not a figure measured on your behalf.
- 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 are live. An inquiry submitted at 9:02am is in your analytics as soon as you load the tab.
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).
What to watch: the trend, not the absolute number. Traffic is strongly seasonal — international families search in waves, peaking September–November for the following September's intake and again in February–March for mid-year transfers. Compare a month against the same month last year rather than against the month before it; the comparison picker does this for you.
When to act: if profile views are down sharply versus the same month last year, the most common cause is a competitor school 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. Expect a small number: choosing a school is a considered decision, not an impulse click.
What moves it: profile completeness, the quality of your hero image, and visible reviews. These are the levers you actually control, so watch your own trend as you improve them.
When to act: if conversion falls sharply and stays down for more than a couple of weeks, the cause 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.
Application start vs complete
For schools on Premium with the admissions module: how many families opened your application form vs. how many submitted it.
What to watch: the gap between the two. A wide gap means families are abandoning mid-form, and it is the single most recoverable loss in the whole funnel — these are families who already decided they wanted to apply.
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.
What to aim for: under 4 hours during business hours, under 24 hours overall. This is a goal worth setting rather than a measurement of anyone else — families compare several schools at once, and the school that replies first is the one they engage with.
When to act: if your response time is creeping upward, the fix is operational, not platform:
- Make sure inquiry notifications are reaching the right inbox (Account → Notifications)
- 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.
What to watch: your own trend across sends, not a target. Three things move it — subject-line quality, send frequency, and list hygiene — and the broadcasts article covers all three.
When to act: a send that performs noticeably worse than your usual is a subject-line or timing problem; one that performs noticeably better is worth dissecting and repeating. Note that open rates across the whole industry are increasingly distorted by mail privacy features that pre-load images, so treat the direction as the signal rather than the exact figure.
What to do when a metric is bad
Don't chase metrics in isolation. The funnel matters:
profile views → inquiry conversion → application start → application complete
Improving inquiry conversion while families are still abandoning your application form is the wrong order — you're sending more families into a leaky bucket. Fix the leak first (where families drop 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.