Video library

Traditional attribution expects a short path from ad to action. Student recruitment rarely follows one: a screen in a hallway, a search weeks later, a campus tour months after that, an application a year down the road. Here’s why forcing that timeline into paid-digital metrics produces the wrong read on what’s working, and what to track instead.

Before a student opens a search bar, she already carries a shortlist in her head. Here's why showing up inside the building is what earns a name a spot on it, well before decision season starts.

Small private colleges are closing while comparable schools down the road are growing, and the difference usually isn't quality. It's whether students in the feeder region knew the institution existed before they sat down to build a college list.

Branded search fell 22% across higher ed in under two years, and AI now answers student questions before anyone lands on an institution's site. The schools losing the most name-recognition search are the ones who could least afford to lose it.