What a shrinking applicant pool does to your media plan
When the pool contracts, cost per enquiry stops being a useful number. Here is what to watch instead.
Domestic demographics and shifting international policy mean fewer eligible applicants for most institutions. The instinct is to spend more at the top of the funnel.
The better move
Spend the same, but move the qualification step earlier. A live session does that: instead of paying for a thousand brochure downloads and hoping admissions can sort them, you pay for two hundred registrations and know which forty are real.
Numbers to report upward
- Registrations per programme, not per campaign
- Attendance rate and average watch time
- Qualified applicants per session
- Cost per enrolled student, tracked to intake