When using Kajabi, it’s tempting to ignore the analytical tools in favor of concentrating on total revenue. This is a mistake because you can miss valuable information that will help you improve your bottom line.
I study my Kajabi analytics in-depth, and here’s what I monitor closely.
Key Takeaways:
- Kajabi features analytics for sales, net revenue, subscriptions, opt-ins, and more
- All analytical data can be exported in XLS format
- Integrate Kajabi with Google Analytics for even deeper insights
Kajabi Analytics Aren’t Just for Counting Sales
Sure, it’s fun watching your sales rack up, but it’s not the only metric you should be paying attention to. Learning how to read (and act on) all your Kajabi analytical data is what will give your business a competitive edge.
Want to make better, informed decisions about your business?
You need analytics.
Want to jump on and maximize trends?
You need analytics.
Want to leverage customer preferences and insights to drive more sales?
You need… you get the idea!
7 Kajabi Analytics You Should Focus on and Why
1. Net Revenue
Net revenue is way more important than gross revenue. Why? Because it’s a more accurate representation of the money you have made.
Gross revenue is the total income generated from your sales. So, if you sell a course for $100, your gross revenue is $100. However, it does not account for any deductions such as sales tax, transaction fees, and discounts.
On the other hand, net revenue is what’s left after all deductions, so it’s the metric you need to understand to determine how much money you’ve actually earned.
Now, studying your net revenue over time gives you access to some very interesting insights. It shows you whether or not there are any trends you should be paying attention to:
- Are your sales gradually increasing, or are there significant peaks and troughs?
- Do your sales pick up after you have run a campaign? If so, how long after, and how soon do sales drop back to usual levels?
- Do you get more sales during the holidays? At the new year? Or, during a specific month?
Spotting these trends allows you to build your marketing campaigns more strategically and maximize the periods where your sales are strongest.
2. Products/Offers Sold
Looking at the number of products or offers sold over a given time frame will allow you to see which ones are your best sellers and why.
Is there a correlation between your marketing efforts and the number of sales you had for a specific product? Perhaps that semi-viral social media post had more impact than you first realized.
This data also reveals which sales are first purchases and which are from returning customers so you can get a feel for customer loyalty levels.
The more repeat customers you have, the stronger your brand and value proposition is.
If your repeat business is low, you need to work on strengthening these areas.
3. Page View Numbers
Page views analytics tell you how many people visited a specific web page. The analytics tool breaks down this information to show page views of:
- Landing pages
- Offer pages
- Website pages
The data also shows total views and unique views. Total views show the total number of visits whether they are unique or not. So, if someone visited a page 10 times, each visit counts toward the total view count.
On the other hand, if someone visits a page 10 times, they will only be counted as a single unique view.
- A high number of total views compared with unique views shows that your visitors are making multiple visits to your site.
- A high number of unique views means you’re getting a good volume of traffic.
Page views indicate which of your pages are performing best. Compare your best and worst-performing pages and try to understand why. Then, use what you learned to improve your worst performers.
4. Opt-in Numbers
If you use data collection forms, opt-in numbers are a metric you want to watch closely. This data tells you which opt-in forms are getting high engagement and which are being ignored.
Again, use this information to optimize your badly-performing forms.
Also, you get analytics on which landing pages generate the most form submissions. So, if you’re running similar campaigns or performing A/B split testing, you can tell which ones are more effective.
5. Subscription Analytics
Next up, we have subscription analytics. These are the numbers from all the recurring revenue gained from your subscription payments.
Now, there are a few different metrics here to look at. Each one will tell you something useful:
Monthly Recurring Revenue (MMR)
Monthly recurring revenue is your total monthly gross and net subscription revenue. In other words, it’s the amount of money you’re making from them.
Average Revenue Per User (ARPU)
The average revenue per user metric is interesting because it reveals the true value of each of your customers.
It’s calculated using the following formula: MRR / number of active subscribers = ARPU
So, if you have an MRR of $6,000 and 500 subscribers, the equation will look like this:
$6,000 / 500 = $12
That means the average monthly value of each customer is $12.
Why do you need to know this?
Well, imagine you have a membership site with several tiers of subscription plans plus an upsell or two.
- The lowest tier is free.
- The mid-tier plans cost between $30-$80 per month.
- The top-tier plan is $120 per month.
A low ARPU will indicate that your customers mostly subscribe to your free or cheapest offers, while a high ARPU indicates your customers are willing to pay for your top-tier plans.
This is useful for understanding the value of your products and how much customers are willing to invest. It may be time to reassess your pricing, improve the offer, or remove the free tier altogether.
Churn Rate
The churn rate refers to the number of customers who stop paying for their subscription over a certain period of, say, one month.
Ideally, you should aim for a churn rate of 5% or less. A higher churn rate indicates that customers aren’t receiving enough value from their subscriptions to justify paying.
If your churn rate is high, it’s time to cast a critical eye over your products or decide if a subscription is the right way to charge for them. Perhaps a payment plan or one-off fee may be more effective. If you’re not sure, try asking your customers why they leave.
Forecast
Kajabi thoughtfully provides you with a six-month MRR forecast so you can get an idea of what you can expect to earn over the coming months.
If it’s not what you expected, now is the time to start working on some new ideas and products to generate more revenue.
6. Product Progress
Product progress is essential for understanding how people actually engage with your content.
Are they completing the first module and then stopping? Do a lot of people appear to get stuck at a certain point of the course? How many individuals manage to complete the entire thing?
Use this information to see where your content can be improved or if you need to offer more support and resources.
Interestingly, you can filter the data by segments, so if you want to know the progress data for a particular type of audience or demographic, you can do so by creating a segment.
7. Community Engagement
Finally, over in the community feature, you have access to some useful engagement analytics, including:
- Active users
- Challenges joined
- Meetup (event) RSVPs
- New members
- Messages sent
All of this will tell you how active your community is and if they are participating in the events you organize there.
Low engagement suggests you need to work on generating conversation or arranging more interesting events. Similarly, if your member numbers are low, perhaps a campaign to increase them is in order.
Gain More Insights with the Kajabi-Google Analytics Integration
Kajabi analytics are built to help you understand everything happening inside the Kajabi platform. But what about the data that occurs outside the platform?
For example, Kajabi can tell you how many website visitors you’ve had, but it can’t tell you where they came from and where in the world they are located. Nor will it tell you anything else about their online behavior.
Google Analytics is arguably one of the best tools for understanding your audience in-depth. Besides, it’s free, so there’s no reason not to use it!
Kajabi supports direct integration with Google for this purpose, and I definitely recommend doing this. You can bet that all your competitors are using Google, so if you want an edge, you need to use it, too.
How to Integrate Kajabi with Google Analytics (A Quick Guide)
To use the integration, you must already have a Google Analytics account set up to track your Kajabi website.
Once you have done this, you need to grab your measurement ID from your analytics account. To find it, click on Data Streams > your website name. The option to copy the ID will now appear.
Head to Settings > Integrations > Google Analytics. Toggle the switch to the “on” position.
Paste the ID code into the space provided, and click Enter. The page will automatically update and refresh.
That’s all there is to it!
Frequently Asked Questions
Are Analytics Available on All Kajabi Plans?
Yes, all Kajabi subscribers have access to all analytical tools and data regardless of their plan.
Can I Export Kajabi Analytics Data?
Yes, you can export your Kajabi analytical data in XLS format. There is an Export button under each metrics heading. After clicking it, the information will automatically download to your device.
