KPIs for Enrollment Funnel
This document outlines the key performance indicators (KPIs) used to measure the effectiveness of the UAGC enrollment funnel across digital touchpoints.
Strategic Optimization
For advanced funnel optimization strategies, see our Personalization Strategy which provides a framework for achieving 20-25% RFI increase through cookie-based personalization and intelligent user journey optimization.
Overview of Enrollment Funnel KPIs
The enrollment funnel KPIs are organized by funnel stage to provide a comprehensive view of performance from initial awareness through completed enrollment.
Awareness Stage KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| Organic Sessions | Number of sessions from organic search | 50,000/month | GA4 |
| Paid Sessions | Number of sessions from paid channels | 40,000/month | GA4 |
| Social Traffic | Sessions from social media platforms | 15,000/month | GA4 |
| Direct Traffic | Sessions from direct visits | 25,000/month | GA4 |
| Branded Search Volume | Volume of branded keyword searches | +5% MoM | Google Search Console |
| Impression Share | Percentage of available impressions captured | ≥70% | Google Ads |
Interest Stage KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| Pages per Session | Average number of pages viewed per session | ≥2.5 | GA4 |
| Avg. Session Duration | Average time users spend on site | ≥2:00 min | GA4 |
| Program Page Views | Total views of degree/program pages | 30,000/month | GA4 |
| Resource Downloads | Number of resource downloads (guides, etc.) | 1,000/month | GA4 |
| Returning Visitors | Percentage of visitors who return | ≥25% | GA4 |
| Blog Engagement | Time spent on blog content | ≥3:00 min | GA4 |
Consideration Stage KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| RFI Submission Rate | Percentage of visitors who submit RFI form | ≥3% | GA4 + CRM |
| RFI Form Completion Time | Average time to complete RFI form | ≤3:00 min | GA4 |
| Chat Initiation Rate | Percentage of visitors who start a chat | ≥1.5% | GA4 + Chat Platform |
| Program Comparison Usage | Users who interact with program comparison tools | 5,000/month | GA4 |
| Cost Calculator Usage | Users who interact with tuition calculators | 8,000/month | GA4 |
| Video Completion Rate | Percentage of users who complete videos | ≥65% | GA4 + Video Platform |
Application Stage KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| Application Start Rate | Percentage of RFIs that start applications | ≥40% | CRM |
| Application Completion Rate | Percentage of started applications completed | ≥70% | CRM |
| Time to Complete Application | Average time to complete application | ≤25 min | Application System |
| Form Abandonment Rate | Percentage of users who abandon application | ≤30% | GA4 + Application System |
| Support Touchpoints | Average number of support interactions | ≤2 | CRM |
| Incomplete Application Recovery | Percentage of abandoned applications recovered | ≥25% | CRM |
Enrollment Stage KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| Enrollment Rate | Percentage of completed applications that enroll | ≥75% | CRM |
| Time to Enrollment | Average time from application to enrollment | ≤14 days | CRM |
| Financial Aid Completion Rate | Percentage completing financial aid process | ≥85% | Financial Aid System |
| Documentation Submission Rate | Percentage submitting required documents | ≥90% | Document System |
| Orientation Completion Rate | Percentage completing orientation | ≥95% | LMS |
| First Course Registration Rate | Percentage registering for first course | 100% | Student System |
Cross-Funnel KPIs
| KPI | Definition | Target | Data Source |
|---|---|---|---|
| Lead-to-Enrollment Conversion Rate | Percentage of leads that become enrolled students | ≥6% | CRM |
| Cost Per Enrollment (CPE) | Marketing cost per enrolled student | ≤$1,200 | Marketing + CRM |
| Customer Acquisition Cost (CAC) | Total cost to acquire a new student | ≤$2,000 | Finance + CRM |
| Funnel Velocity | Average time from first touch to enrollment | ≤45 days | GA4 + CRM |
| Channel Influence | Attribution of channels in the enrollment journey | Varies by channel | GA4 + CRM |
| Student Lifetime Value (LTV) | Projected revenue from a student | ≥$15,000 | Finance + Student System |
KPI Monitoring and Reporting
Reporting Cadence
- Daily Tracking: Lead generation, application starts/completions
- Weekly Reports: Funnel conversion rates, traffic sources, campaign performance
- Monthly Analysis: Comprehensive funnel review, trend analysis, optimization opportunities
- Quarterly Strategic Review: Cross-channel performance, ROI analysis, strategic adjustments
Dashboards and Access
The KPIs are monitored through several integrated dashboards:
- GA4 Dashboards: Real-time traffic and engagement metrics
- CRM Dashboards: Lead progression and conversion metrics
- Marketing Performance Dashboards: Channel and campaign metrics
- Executive Dashboards: High-level performance overview with key insights
For access to dashboards, contact the Analytics team.