Hi Eric. Alas, it's all important. We try to track all one-to-one marketing. So any publication or campaign that we mail or email out to students has a separate coding mechanism to track down the road.

The main areas (most measurable) we track would be search, application mailings, campus visit campaigns, high school and campus fair visits, and print and online ads. In each area we are looking for inquiry to application to admit to enroll.

Hope this helps. T

Youth events
Campus visits
Local High School College fairs

Let's put a finer point on this question...what specific recruitment initiative results are most important to track? For example, which of your inquiry-generation tactics (search, traditional advertising, high school visits, college day/night programs, banner ads, etc.) are most important to you? Is your response rate for your search mailing more important to measure than the number of prospects who visit campus as a result of your sending them an invitation? Is advertising response more important than the number of students you see in high schools?

Think specific recruitment tactics and the return you're realizing on those incremental investments...

response rates to all marketing efforts are important - but - not always easily measured. First impressions are not necessarily lasting impressions (or at least remembered impressions.)

More important than response rates - are conversion rates - that is - applications to responses and/or matriculants to applicants.

Ultimately the most important measure is the matriculation rate - again not always easy to track as respondents progress through a myriad of response mechanisms.

1. Student applications
2. Student inquiries
3. Visit response rate
4. Ongoing image tracking study progress
5. Donor participation and giving total
6. Alumni participation and giving total