Skool Analytics Explained: Every Metric in the Dashboard

Skool analytics reports members, MRR, about-page conversion rate, retention, cohorts, unit economics and cashflow for your community. The numbers look self-explanatory and mostly are not, because each one has a counting rule attached. MRR excludes free trials but includes failing payments still in retry. Conversion rate uses the last 30 completed days and unique non-member visits only. Below is every metric with the definition Skool actually applies.

What does the Skool analytics dashboard show?

The dashboard reports four families of data: headline counts (members, MRR, conversion rate, retention), monthly movement (member and MRR classifications by month), cohorts (member engagement and MRR retention by joining month), and money (unit economics, cashflow, about-page views and free trials). Everything below is Skool's own definition, not an interpretation.

How does Skool count members?

The member count is the number of currently approved members in the group. It includes people on a free trial and it includes members who have a paid subscription, have already cancelled, but still have paid time remaining. It excludes anyone still in a pending state.

That combination is why the member number and the MRR number never reconcile against your listed price. A member on a free trial is counted as a member and contributes nothing to MRR. Someone who cancelled last week is also still counted. This is the single biggest reason owners think their dashboard is wrong when it is not.

How is MRR calculated on Skool?

MRR is the group's current monthly recurring revenue based on member status. It excludes members currently on a free trial and includes members whose payment is failing but who are still inside the retry window.

The monthly MRR chart splits every change into six classifications, which is the most useful part of the whole dashboard because it separates growth from recovery:

Downgrade and Upgrade only capture the portion that moved, not the whole subscription, so a member going from $99 to $49 shows a $50 downgrade rather than a $99 churn plus a $49 new. If you are reading these figures against public leaderboard numbers, see the Skool MRR leaderboard.

What counts as a conversion on your about page?

Conversion rate is the average daily about-page conversion rate over the last 30 completed days: members who joined divided by unique, non-member about-page visits. The current incomplete day is excluded.

Two details matter. Repeat visits from the same person do not inflate the denominator, and existing members who reopen your about page are not counted at all. So the figure is a genuine cold-visitor conversion rate rather than a page-view ratio, which makes it comparable across communities in a way most platform metrics are not. If yours is low, the fix is almost always the page itself; see how to write a Skool about page.

How does Skool define retention, churn and LTV?

Retention is the share of last month's starting MRR that is still active at the end of last month. Skool builds it by netting the churn, reactivation, upgrade and downgrade classifications against that base. Whatever the inputs, Skool caps the displayed retention rate at 0%, so you will never see a negative figure even in a month where losses outweigh the base.

Churn rate is 1 minus the retention rate. LTV is ARPU divided by that churn rate, with three guardrails: churn is smoothed to reduce month-to-month volatility, churn for the LTV calculation can never be negative, and LTV is capped at 60 times ARPU, which is five years of retention. No LTV is shown in a group's first month of MRR at all.

That 60x cap is worth internalising. If your dashboard shows an LTV sitting exactly at 60 times ARPU, you are not looking at a measurement, you are looking at a ceiling.

ARPU is total MRR for the month divided by the number of users who paid in that month, so it is a paying-member average and not a whole-roster average.

Cohorts, cashflow and free trials

Monthly engagement cohorts group users by the month they joined and track whether they remain active in later months, where active means at least one page view to that group in that month. Cohort colouring is benchmarked against the Skool average for that engagement month, which is the only place in the product where you see how you compare to the platform.

MRR retention cohorts do the same by first-payment month, and can exceed 100% when a cohort now pays more than it did originally.

Monthly cashflow breaks out fees, refunds and disputes. Fees are payment processing: on Pro, 2.9% plus 30c per transaction up to $899 and 3.9% plus 30c from $900 upwards; on Hobby, a flat 10% plus 30c. Refunds appear on the date the refund is created. Disputes, meaning chargebacks, appear on the date the dispute is settled, not the date it was raised, which is why a bad month can land in the wrong month's chart. The full fee picture is in how much Skool takes.

Monthly free trials shows trial volume and the trial-to-paid conversion rate. The rate only counts trials that have run their full length, which the owner sets per community, and trials with payment failures are treated as converted until the retry period fully completes. See how the Skool free trial works.

Frequently asked questions

Where do I find analytics on Skool?

Analytics live in your group's admin dashboard, available to owners and admins. Members do not see them. The metric definitions are published in Skool's help centre under analytics definitions.

Why does my Skool MRR not match members times price?

Because the member count includes free trials and cancelled members with time remaining, while MRR excludes free trials. Add legacy pricing, annual plans, comped seats and multiple tiers and the two figures will never reconcile.

How is churn calculated on Skool?

Churn is the first month a user's total MRR falls to zero, having been positive the month before. Churn rate for reporting is 1 minus the retention rate, and it is smoothed before being used in the LTV calculation.

Is Skool LTV accurate?

It is a formula, not a forecast: ARPU divided by smoothed churn, capped at 60 times ARPU. Early-stage groups get no LTV at all in their first month of revenue, and any group showing exactly 60x ARPU has hit the cap rather than measured a real lifetime.

Does Skool have advanced analytics or an export?

Skool provides the dashboard views described above. Skool does not currently publish a developer API for pulling this data out programmatically. See Skool's API and integrations for what is and is not possible.

Why is my conversion rate lower than my traffic suggests?

The denominator is unique, non-member about-page visits over the last 30 completed days. Repeat visitors are deduplicated and existing members are excluded, so it is a stricter measure than raw page views to signups.

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Updated September 2026. All definitions taken from Skool's own analytics definitions help article. Fee percentages reflect currently listed figures and change; confirm on skool.com/pricing.