Measure what happens after the inquiry
September 11, 2026
Start with the outcome
A delivered inquiry is the beginning of a measurement process. Define what the school will report: contact, transfer, application, enrollment, or student start. Agree on those definitions before comparing results. A click, an inquiry, and an enrollment describe different actions and should remain separate measures.
Follow the original cohort
Group inquiries by the period and campaign that generated them. Attribute later outcomes back to that original group. Applications and starts can arrive after the acquisition month ends, so compare cohorts at similar levels of maturity. An incomplete month should not be treated as the final verdict.
Make reporting practical
BEM can receive agreed performance information through an API or approved client reporting. The useful connection is one that reliably returns the outcomes needed to evaluate acquisition. Document reporting delays, missing records, and any changes in definitions so the team can interpret the numbers.
Turn results into decisions
Review qualified delivery alongside downstream outcomes. Where the client supplies outcome data, BEM can use that information to inform acquisition decisions. Keep the distinction between reported results and outcomes that have not yet been reported clear. The objective is a more useful view of performance over time.