Leads- Number of people who have supplied us with contact information and have opted in to receiving future communication
Applicants– Number of complete submitted applications
Enrollments– Total number of courses admitted students have registered to take
The funnel- A visualization tool showing the stages within the enrollment marketing process and the corresponding tactics used to move a consumer through each step required to become an enrolled student.
Campaigns / Ads / Paid Media Definitions
Impressions- The amount of people who have seen the ad; An impression is counted every time an ad is shown on a search results or other page
Clicks- Number of clicks on an ad
Conversion- Any action a user takes after seeing an ad. Typically, we consider a conversion in relation to an ad as someone who and fills out a form giving us their contact information.
SEM- SEM stands for search engine marketing. It is a paid marketing tactic that increases your website’s visibility to a targeted audience. Its goal is to drive traffic to a site by paying to appear in search engine results and as display advertisements.
Email Performance
Open Rate- The percentage of the total number of subscribers who opened an email sent to them
Click-Through Rates (CTR)- The percentage of people who clicked a hyperlink, CTA or image within an email
Website Analytics Definitions
Pageviews– Shows the total amount of pages viewed on the website within a given timeframe. This total includes repeated views of single pages, and repeated viewers (i.e. if someone refreshes the page it is counted as a “new” view in this total)
Unique Pageviews– Aggregates the pageviews of a single user per session
Bounce Rate- Shows the percentage of a single-page session where no interaction was completed. Google Analytics considers a visitor clicking to at least one additional page to be a completed interaction interaction
Sessions- Sessions group a single users interactions together.
Landing pages- These the most viewed pages other than the homepage.
SEO- SEO stands for search engine optimization. It is a tactic used to increase both the quantity and quality of organic traffic to a website. The goal of SEO is to make a website appear high in the results when someone is using a search engine, like Google or Bing, to search for specific keywords. SEO involves carefully crafting the content on the front and back end of a website.
