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.

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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!

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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

Foreword by Bob Hansen Featured in The COLO Guidebook

We are pleased to share the foreword by UPCEA CEO Bob Hansen from the newly released Chief Online Learning Officers’ Guidebook: A Framework for Strategy and Practice in Higher Education. The guidebook, now available from Routledge in paperback, hardback, and eBook formats, provides a comprehensive framework for today’s online learning leaders. Learn more and purchase…

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The Compensation Compass: Navigating Professional Value with the 2024 UPCEA Salary Survey

If you’ve ever set out on a hike without a map and compass, you know the feeling: creeping uncertainty about whether you’re still on the trail, how far you’ve come, and how far you have to go. In 2017, when I was walking from Mexico to Canada, the snow level in the Sierra Mountains was…

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International Student Visa Review Resumes, Social Media Vetting Instituted | Policy Matters (June 2025)

Major Updates Trump Administration Resumes Embassy Review on Student Visas, Implements Social Media Vetting Requirements The Trump Administration has lifted its pause on F‑, M‑, and J‑visa processing but simultaneously unleashed sweeping new social-media vetting requirements: all international student applicants must now make their Facebook, X, Instagram and other accounts public for consular review, with…

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UPCEA Announces Updates to Board of Directors

June 25, 2025 – WASHINGTON — UPCEA, the online and professional education association, announces recent updates to its Board of Directors, effective immediately. Susan Seal, Ph.D., Dean of the College of Professional and Continuing Studies at Mississippi State University, has been appointed to serve as a Director At-Large, filling the remainder of the 2025–2026 term…

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Results of Global Lifelong Learning Study Released

UPCEA supported the Universities Association for Lifelong Learning (UALL)’s comprehensive global study. WASHINGTON (June 18, 2025) – UPCEA, the online and professional education association, today announced the release of an international study, “Making lifelong learning central to university strategy,” conducted by the Universities Association for Lifelong Learning (UALL) and CarringtonCrisp.  UPCEA (alongside EUCEN) is proud…

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New Book Offers Strategic Blueprint for the Decade of the Chief Online Learning Officer

UPCEA and Routledge Publish Landmark Guide to Elevating Online Education Leadership WASHINGTON (June 17, 2025) – UPCEA, the online and professional education association, proudly announces the release of The Chief Online Learning Officers’ Guidebook: A Framework for Strategy and Practice in Higher Education (co-published with Routledge). This essential new volume, co-edited by two of the…

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