The Pulse of Higher Ed

Perspectives on Online and Professional Education
from UPCEA’s Research and Consulting Experts

UPCEA and Search Influence Higher Ed Marketing Metrics Research Report: What Gets Measured Gets Managed

With the beginning of the “demographic cliff” upon higher education, college and university leaders need to rethink their institutional strategies. For institutions to survive or thrive in a new economy driven by automation and artificial intelligence, college and university leaders need to reassess their programs, promotion, pricing, and packaging (stackability), as well as their processes and people that engage with future students.

With funding likely limited in the future, colleges and universities will need to understand where to invest their resources. Critical to investment will be which programs and services yield the greatest returns with the lowest or most reasonable costs. In a modern world, this cannot be done without real-time metrics or consistent dashboards that leverage customer relationship management (CRM), marketing automation, and analytic systems.

UPCEA and Search Influence have partnered to gather key metrics for the online and professional continuing education community. This report reveals insights on common, yet critical metrics such as cost per inquiry (CPI), including a benchmark, and who is tracking it and who isn’t. The study also reports what type of modern marketing is being done, such as the use of social media, paid search, and search optimization.

The data reveals good news: By tracking these key metrics, higher education marketers have a measuring stick for evaluating success and improving results.

Download the study to gain insights into marketing performance metrics and associated costs of professional and online education schools.

Download the full report.

Learn more about UPCEA's expert consultants

Do you need help with your PCO unit or campus? We can help. Contact UPCEA Research and Consulting for a brief consult. Email [email protected] or call us at 202-659-3130.

Trusted by the nation's top colleges and universities, UPCEA Research and Consulting provides the best value in the industry today. UPCEA's industry experts have years of experience in Online and Professional Continuing education - put them to work for you!

UPCEA Research and Consulting offers a variety of custom research and consulting options through an outcomes-focused pricing model. Find the option(s) that best suit your institution.

Learn more about UPCEA Research & Consulting


The UPCEA Difference

Unmatched Experience: For more than 100 years, UPCEA consultants have exclusively served the needs of online and professional continuing education programs. UPCEA consultants leverage their extensive industry expertise to expedite solutions, anticipate upcoming shifts, and offer distinct best practices, effectively aiding clients in achieving their goals.

Cost Effectiveness: As a nonprofit, member-serving organization, we provide unmatched value, allowing you to maximize limited research and consulting budgets.

Action in Motion: Our cadre of experienced, skilled authorities and expert practitioners propels you forward, translating research and consulting into impactful implementation, a distinctive hallmark of UPCEA. Our team of current and former institutional leaders will support you, turning research and consulting into action.

Mission Alignment: Like you, our mission is to enhance and expand educational opportunities and outcomes for adult and other non-traditional learners. We share your values and work in partnership with you to advance access and excellence in education.

Other UPCEA Updates + Blogs

Trump Administration Gives Harvard 20 Days to Turn Over Admissions Data | Policy Matters (September 2025)

Major Updates Trump Administration Gives Harvard 20 Days to Turn Over Admissions Data The U.S. Department of Education has given Harvard University 20 days to turn over detailed admissions data in connection with an ongoing federal review of selective admissions practices. While focused on one institution, this move signals heightened scrutiny across higher education. Administrators…

Read More

Preparing Four-Year Institutions for Workforce Pell

Institutions must begin preparing now for 2026 implementation.  On July 4, 2025, Congress passed the One Big Beautiful Bill Act (OBBBA), a sweeping legislative package that reshapes federal student aid and accountability policy. Among many consequential provisions for higher education is the creation of Workforce Pell, which will extend Pell Grant eligibility to some short-term,…

Read More

How AI Is Rewriting the Playbook for Enrollment Management

Introduction Enrollment managers face a paradox: students demand personalized service, yet resources are shrinking. While AI is exciting, it is also an expensive endeavor for enrollment management divisions already stretched by staffing and resource challenges. Traditional methods—manual file reviews, siloed systems, and lagging indicators—simply can’t keep up. The solution lies in determining how to leverage…

Read More

Honoring the Life and Legacy of Dr. James P. Pappas

UPCEA joins colleagues, friends, and the broader higher education community in mourning the passing of Dr. James P. Pappas, who dedicated his career to advancing the reach, relevance, and impact of online, professional and continuing education. Dr. Pappas, a former President of UPCEA, was the 1999 Walton S. Bittner Service Citation Award recipient and 2006…

Read More

What Higher Education Leaders Can Learn from NGA’s Intersectional Policy Lab

In late August, I had the opportunity to join the National Governors Association’s Intersectional Policy Lab on Non-Degree Credentials and Skills-Based Practices in Minneapolis. This first in-person gathering of NGA’s Data and Non-Degree Credential Learning Community and Skills in the States Community of Practice brought together state leaders, researchers, foundations, and employers for two days…

Read More

AI Payoff vs. the Web: What It Means for Higher Ed

When the New York Times ran a piece in August pointing out that companies are throwing billions into AI with little to show for it, I had déjà vu. It took me right back to the late 1990s, when everyone thought the web would change everything overnight. It did change everything—but not before years of…

Read More

The Nation's Top Universities Choose UPCEA Research and Consulting

Informed decisions. Ideas that work. The data you need. Trusted by the top universities in the nation.