Understanding and Using Retention and Attendance Metrics in Arketa
Arketa provides robust reporting tools to analyze retention and attendance metrics, helping you understand client behavior and optimize your business strategies. This article explains key metrics, how they are calculated, and how to access and interpret them.
Key Metrics and Their Definitions
First-Time Student Retention Rate
The First-Time Student Retention Rate measures the percentage of new clients who attended their initial class and returned within a defined retention period (e.g., 30 or 60 days). Calculation:
Identify clients whose first visit falls within the selected date range.
Check whether they returned within the chosen retention period.
Divide the number of returning new clients by the total number of new clients to get the retention percentage.
First Timer Retention
This metric tracks how many clients chose a specific instructor for their first-ever class at your studio and returned for a second class. It does not measure whether they returned to the same instructor.
Repeated Clients
The "Repeated clients" metric includes both returning clients who were previously new and existing clients who continue to visit within the selected retention window. This explains why the repeated total can exceed the new clients count for the same period.
Total Classes
In the Attendance Analysis Report, the "Total classes" metric represents the total number of classes taught by the selected instructor over the filtered period.
Adjusting and Accessing Retention Metrics
Adjusting Retention Periods
To adjust the retention period in the Attendance Analysis report:
Use the date filters in the top bar to set the analysis window.
If available, click the relevant column header to view the full metric name and confirm applicable settings.
Finding Retention Length
Open the Retention Report to view retention length metrics. Adjust the date range or grouping as needed for your analysis.
Viewing First-Time Visitors
To find a list of all first-time visitors for a chosen timeframe:
Navigate to Analytics > Reports > Clients First Visit.
Use the date filter in the top bar to select the desired timeframe (e.g., last week, last month).
Understanding Retention Periods
Retention is measured within the date range you apply to the report. Clients are considered retained if they have more than one visit or purchase within the selected range.
Additional Insights
First Time Member Report
The First Time Member report focuses on subscriptions and excludes first-time visits or purchases of class passes and drop-ins.
New Clients Figure
The "New Clients" figure in retention reports reflects the selected retention period rather than a strict calendar year-to-date. For example, if the retention period is set to 120 days, the metric is based on that window.
Conclusion
By understanding and utilizing these metrics, you can gain valuable insights into client behavior and improve your studio's performance. Use Arketa's reporting tools to customize your analysis and make data-driven decisions.