Advancement marketing: 16 KPIs higher education institutions should track

Marketing plays a pivotal role in shaping the perception, reach, and effectiveness of higher education institutions. To gauge the success of your marketing efforts, focus on key performance indicators (KPIs) to measure and keep improving your strategy.

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16 marketing KPIs advancement offices should consider tracking with Salesforce.

1. Enrollment Rate: The most direct measure of success for most marketing efforts, tracking how many inquiries convert to enrollments.

2. Website Traffic: Understanding the volume and behavior of visitors to the institution's website can offer insights into the effectiveness of digital marketing strategies.

3. Social Media Engagement: Measures interactions on social media platforms (likes, shares, comments) to gauge the institution's social presence and engagement.

4. Email Open and Click-Through Rates: Tracks the effectiveness of email marketing campaigns in engaging prospective students.

5. Lead Generation Rate: The rate at which marketing efforts generate new leads (e.g., prospective students, partnership opportunities).

6. Cost per Lead: The average cost incurred in acquiring a lead, crucial for budget optimization and resource allocation.

7. Student Retention Rate: A measure of how many students return year over year, indicating student satisfaction and institutional loyalty.

8. Brand Awareness and Perception: Often gauged through surveys and social listening, this KPI assesses how the institution's brand is perceived in the market.

9. Conversion Rate of Digital Campaigns: Measures the effectiveness of online advertising campaigns in converting viewers into leads or applicants.

10. Application Completion Rate: The percentage of started applications that are completed, indicating the effectiveness of the application process.

11. Alumni Engagement: Tracks the involvement of alumni through donations, event participation, and other engagement metrics.

12. Event Attendance: Measures the success of marketing in driving attendance to open houses, webinars, and other events.

13. Scholarship Utilization Rate: Tracks how effectively scholarships are being used to attract and retain students.

14. Net Promoter Score (NPS): Measures student and alumni satisfaction and the likelihood of them recommending the institution to others.

15. Average Time to Graduation: Indicates the efficiency of the educational pathway and student satisfaction with the academic experience.

16. International Student Enrollment: Important for institutions focusing on global appeal and diversity, this KPI tracks the rate of international student enrollment.

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By tracking these 16 KPIs, higher education institutions can gain a comprehensive view of their marketing effectiveness, allowing them to make data-driven decisions, optimize strategies, and ultimately achieve their goals of attracting and retaining students, enhancing their brand, and ensuring the institution's growth and success.

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To learn how Salesforce can help you track these KPIs, book a personalized demo with us.