They Paid. But Did They Stay? Why Attendance (Not Just Payment) Is the Real Metric in Children’s Courses

The Congratulations Trap

Every course provider works hard to make their programme attractive. You tweak your messaging. You post to Instagram. You run that free trial. You get sign-ups. Payments start coming in.

Success, right?

Well—maybe. But let’s hold off on the celebration.

Because something’s been quietly escaping your attention. And it’s costing you more than you think.

Payment ≠ Engagement

Most children’s activity businesses track one main thing: how many people paid. If the invoices go out and the bank account ticks up, everything must be fine.

But here’s the question nobody likes to ask:

What if half of your paying clients don’t actually show up?
And worse—what if nobody notices?

Even if you do notice, you might shrug it off. “They’ve paid, so it’s not our problem.”

But it is. Because engagement is the lifeline of your business.

The Engagement Gap Is a Silent Profit Killer

According to Idomoo, highly engaged customers generate 23% more revenue and have significantly higher lifetime value than passive ones. Source

In the world of children’s activities, this effect is even more pronounced. Parents who see progress and feel connected stay longer, re-enrol more often, and tell their friends.

If they don’t?

They vanish. Quietly. After the term ends. And you’re left scrambling to fill seats again.

A Simple Exercise to See the Full Picture

Take any course you run. Let’s say it has 10 children enrolled. Now answer these 3 questions:

1. How many paid?
2. How many attend regularly?
3. How many signed up again for the next term?

If you don’t know the answer to Question 3—or worse, if it’s just a guess—you’re missing the data that predicts your future revenue.

And if only 6 out of 10 are showing up weekly? You don’t have a pricing issue. You have an engagement issue.

It’s Time to Stop Guessing

Here’s what top-performing businesses do differently:

• They track attendance weekly—not just payment.
• They reach out after absences, with care:
  “Hi, we missed seeing Tom this week. Everything okay?”
• They measure retention and re-enrolment like it’s the heartbeat of their business (because it is).

These steps aren’t just about being kind—they’re strategic. They reduce churn, increase satisfaction, and keep your business growing.

This article from Idomoo also highlights that emotionally engaged customers have significantly higher loyalty and advocacy. And in our sector, parents are your biggest marketing channel.

Turn Insight Into Action

If you’re using Zooza, here’s how you can act on this insight:

1. Check the attendance tab in your dashboard.
2. Compare active vs. engaged clients – yes, we show both.
3. Create a weekly report: attendance %, re-enrolment %, and absences.
4. Use nudges or messages for parents with low attendance – many simply appreciate being seen.

We can even help you set this up. Just ask.

Why This Matters for Growth

Boosting retention by just 5% can increase profits by 25–95%, according to Bain & Company. Source

And most importantly?

You’re not just running a business. You’re shaping experiences that matter.

Parents want to feel that their child is growing, improving, and part of something consistent. Engagement is how you deliver on that promise.