10 Metrics Every Higher Ed Marketing Team Should Track

Marketing without data is like driving without a map—you won’t know where you’re headed or how to adjust course. Tracking the right metrics ensures your efforts are effective, your budget is well-spent, and your enrollment goals are met. Here are the 10 most important metrics every higher ed marketing team should monitor.

1. Organic Traffic

Why It Matters:
Organic traffic reflects how well your website attracts visitors from search engines without relying on paid ads. It’s a key indicator of your SEO success and the relevance of your content.

How to Track It:

• Use Google Analytics to monitor traffic to program pages, blogs, and landing pages.

• Focus on pages with high traffic and determine what keywords or content are driving it.

Pro Tip: Look for spikes or drops in organic traffic and tie them back to updates or new content to see what works.

2. Keyword Rankings

Why It Matters:
Knowing where your pages rank for key terms like “Master’s in Business Analytics” helps you optimize content and stay ahead of competitors.

How to Track It:

• Use tools like SEMrush, Ahrefs, or Google Search Console to track keyword rankings over time.

• Focus on ranking for high-intent keywords (e.g., “apply for business analytics degree”).

Pro Tip: Monitor competitors’ rankings to identify gaps and opportunities.

3. Conversion Rate

Why It Matters:
Your website’s ultimate goal is to convert visitors into inquiries, applications, or enrolled students. Tracking conversion rates ensures your calls-to-action (CTAs) and landing pages are effective.

How to Track It:

• Set up goals in Google Analytics for key actions (e.g., “Request Info,” “Start Application”).

• Calculate the percentage of visitors who complete these actions.

Pro Tip: Test different CTA designs and placements to optimize conversions.

4. Bounce Rate

Why It Matters:
Bounce rate shows the percentage of visitors who leave after viewing just one page. A high bounce rate can indicate irrelevant content, slow load times, or poor user experience.

How to Track It:

• Use Google Analytics to identify pages with high bounce rates.

• Investigate why users may not be engaging (e.g., confusing navigation, lack of clear CTAs).

Pro Tip: A bounce rate under 50% is generally good for higher ed pages.

5. Page Speed

Why It Matters:
Slow-loading pages frustrate users and negatively impact search engine rankings, especially on mobile devices.

How to Track It:

• Test your pages with Google PageSpeed Insights.

• Look for recommendations like compressing images or reducing JavaScript.

Pro Tip: Aim for a load time of under 3 seconds on both desktop and mobile.

6. Average Session Duration

Why It Matters:
This metric reflects how long visitors spend on your site. Longer sessions indicate engaged users who are exploring your content.

How to Track It:

• Monitor session duration in Google Analytics.

• Look for pages with low duration and consider adding engaging elements like videos or FAQs.

Pro Tip: Add internal links to guide users through your site and increase session time.

7. Inquiries per Channel

Why It Matters:
Understanding which marketing channels (e.g., organic search, paid ads, social media) drive the most inquiries helps you allocate your resources effectively.

How to Track It:

• Use UTM parameters to track inquiries by channel in Google Analytics.

• Compare performance to identify which channels deliver the best ROI.

Pro Tip: Double down on high-performing channels and refine underperforming ones.

8. Social Shares and Engagement

Why It Matters:
Social engagement metrics like shares, comments, and likes show how well your content resonates with your audience and extends your reach.

How to Track It:

• Use platform analytics (e.g., Facebook Insights, LinkedIn Analytics).

• Focus on posts that drive traffic to your website or generate inquiries.

Pro Tip: Share testimonials, success stories, and faculty insights to boost engagement.

9. Mobile Traffic

Why It Matters:
More than half of your prospective students likely browse your site on a mobile device. Ensuring a seamless mobile experience is critical for capturing their attention.

How to Track It:

• Check Google Analytics to see the percentage of mobile vs. desktop visitors.

• Use Google’s Mobile-Friendly Test to identify any usability issues.

Pro Tip: Optimize CTAs and navigation for small screens.

10. Return on Investment (ROI)

Why It Matters:
Tracking the ROI of your marketing efforts ensures your budget is delivering results. This is especially important for paid campaigns and SEO investments.

How to Track It:

• Measure leads or enrollments generated against your marketing spend.

• Use tools like Salesforce or HubSpot to attribute conversions to specific campaigns.

Pro Tip: Focus on metrics that tie directly to enrollment outcomes, such as cost per lead and cost per enrollment.

Conclusion:
Tracking these metrics will help your team make data-driven decisions and optimize your marketing strategy for maximum impact. Not sure where to start? Schedule a consultation to create a custom dashboard for your program’s performance metrics.