When an educational institution decides to invest in marketing strategy it is taking great steps towards being extremely competitive in the educational market.
With the increasing digitalization of educational processes, driven by initiatives such as the Ministry of Education's Digital Transformation Plan, it becomes essential that educational institutions adopt strategic indicators that reflect not only financial performance, but also the effectiveness of the digital tools implemented.
However, investing in tools that seek to attract new students is just the first step, as it is essential that there is monitoring and measurement through strategic indicators.
The so-called KPIs (Key Performance Indicators) or key indicators can give a macro view of the campaign, showing the cost of each action and the return on investment made.
Do you want to know which main KPIs that your educational institution should take into account? The 4RevOps help you with this challenge of measuring expenses and profit.
Good learning!
Cost per lead
CPL is an indicator that measures how much your educational institution is spending to attract a student for your courses. It is an account that divides the total spent on the campaign by the number of people who showed interest in your institution. With the result of this account you will have the CPL. Learn about the importance of leads in CPL in an article by our blog.
Cost per acquisition
The CPA measures the expenditure of educational institutions to convert a potential student. It measures the campaign spending as a whole and is divided by the number of students actually enrolled.
ROAS (Return On Ad Spend) is a metric that evaluates the effectiveness of advertising campaigns by calculating the return obtained for each dollar invested in paid ads.
For educational institutions that invest in paid media, such as Google Ads or social networks, ROAS offers valuable insights into which campaigns are generating the highest financial return.
The formula for calculating ROAS is: revenue generated by ads divided by the total cost of the ads.
Average ticket
Average ticket in an educational institution, its objective is to measure how much a student spent on average on courses, undergraduate, postgraduate courses, etc. Divide the revenue by the number of sales and with the result it is possible to measure which area to invest more in, what is already working, etc.
Conversion rate
The conversion rate is one of the main strategic indicators inside marketing digital. With it, you can find out how students have interacted with your campaigns in registrations, filling out forms, social networks, websites, landing pages, etc. To know the conversion rate number, just divide the total new leads by the total visits. Did you know that your conversion rate largely depends on content marketing?
SEE TOO:
ROI
The ROI (return on investment) is one of the main thermometers in Marketing campaigns. With it, it is possible to know exactly what the return achieved was based on the investment made.
To do this, subtract the investment from the income and then divide the result by the investment.
The formula is: (Income - Investment) / Investment.
Profitability
The profitability It is nothing more than an indicator of profit, a positive result, that your educational institution has in relation to what it offers. And to measure this KPI it is necessary to divide the net profit by the gross revenue and multiply by 100.
Caption: Monitoring strategic indicators is essential for assertive decisions in educational management, both in the digital and in-person environment.
Profitability differs
Despite also referring to profit, the profitability differs from profitability, as it does not consider gross revenue, but the investments made in projects and the institution. In other words, to know the profitability of your educational institution, just divide the net profit by the investments and multiply by 100.
In the context of Education 4.0, where the integration of advanced technologies and innovative methodologies is essential, digital literacy becomes an essential skill for educators and managers.
Monitoring indicators that assess the effectiveness of digital tools and student engagement in virtual environments is crucial to ensuring quality education aligned with contemporary demands.
Summary: Measuring campaigns with KPIs is essential for educational institutions seeking real results in digital marketing. Metrics like CPL, CPA, ROAS, average ticket, conversion rate, ROI, profitability, and returnability reveal financial performance and impact. MKT4EDU helps turn data into strategic decisions that boost enrollment and reduce costs.
Did you realize the importance of strategic indicators to measure the results of your educational institution’s marketing campaigns? The 4RevOps can help your institution become a reference in the educational market.
What KPIs should your educational institution track in marketing?
What are KPIs and why are they important in educational marketing?
KPIs (Key Performance Indicators) help assess the financial and strategic impact of marketing campaigns, guiding better, data-driven decisions.
How do you calculate Cost per Lead (CPL)?
Divide the total campaign investment by the number of people who showed interest in the institution’s courses. The result shows how much it costs to attract a potential student.
What’s the difference between CPL and CPA?
CPL measures the cost to generate a lead, while CPA shows how much was spent to convert that lead into an enrolled student.
What is ROAS and how does it benefit strategy?
ROAS measures the return from every real spent on paid advertising. It is calculated by dividing the revenue from ads by the total ad spend, revealing the most profitable campaigns.
How does Average Ticket help in strategic decisions?
It shows how much, on average, each student spent. This helps identify which educational products are most profitable and where to invest more.
Why is tracking the conversion rate essential?
It indicates how many visitors turned into leads. By dividing the number of leads by the number of visits, institutions can measure campaign effectiveness.
What does ROI reveal about the campaigns?
ROI shows how much the institution earned compared to what it invested. The formula is: (Revenue - Investment) / Investment.
What’s the difference between profitability and return on investment?
Profitability links net profit to gross revenue; return on investment compares net profit to the total investment. Both are key to assessing financial health.
Portugal