What Gets Measured

All five tiers of online enrollment performance.

Every client receives a scorecard covering marketing and admissions KPIs, delivered weekly with monthly strategic reviews. Leadership can see where leads originate, where they convert, and where to invest next.

Upper Funnel

Impressions, CTR,
leads, and cost per
lead, tracked
separately for
Google, Meta, and
YouTube.

 

Mid Funnel

Speed to contact,
contact rate,
qualification rate,
and application start
rate.

Lower Funnel

Application to acceptance,
acceptance to enrollment,
and yield by program and
channel.

Operational

Missed lead rate,
unassigned lead
time, and script adherence
score.

Financial

Cost per enrollment, blended CAC, projected net tuition revenue and ROI scenarios month over month.

What the weekly report looks like.

Week 6 of 13 — Sample View
Upper Funnel (by Media Source)
Channel Leads Cost / Lead Trend
Google Search 87 $78 ▲ 12%
Meta / Instagram 64 $92 ▲ 8%
YouTube 23 $118 ▼ 4%
Mid Funnel
Metric Actual Target Status
Speed to first contact 4.2 min <5 min On target
Lead-to-application rate 11.4% 10–12% On target
Lower Funnel
Metric Actual Benchmark Status
Application-to-enrollment rate 58% 50–65% On target
Cost-per-enrollment (blended) $1,148 vs. LTV $10,725 ▲ 9.3x ROI
What gets measured — All five tiers
Tier What it tracks
Upper Funnel — By Source Impressions, CTR, leads, cost-per-lead — tracked separately for Google, Meta, YouTube. No blended-only metrics.
Mid Funnel Speed-to-contact, contact rate, qualification rate, application start rate. Where most institutions lose enrollments.
Lower Funnel Application-to-acceptance, acceptance-to-enrollment, enrollment yield by program and by channel.
Operational Missed-lead rate, unassigned lead time, script-adherence score. The execution layer that drives the funnel.
Financial Cost-per-enrollment, blended CAC, projected net tuition revenue — and ROI scenarios month-over-month.