5 Metrics That Actually Matter for Student Recruitment Campaigns

When it comes to student recruitment, colleges and universities often get distracted by vanity metrics like total impressions or social media likes. But the most effective campaigns, especially those running on digital bulletin boards inside high schools are measured by what actually influences student decisions.

Here are the five metrics that really matter when evaluating your recruitment campaigns on high school screens.

1. Student Engagement on Screens

On our digital bulletin boards, it’s not just about how many times your content plays, it’s about whether students are paying attention. Eye-catching creative that highlights deadlines, scholarships, or student testimonials consistently drives stronger engagement.

Why it matters: High school students see your message multiple times a day in their own hallways. Measuring attention and resonance is far more valuable than counting raw impressions.

2. QR Code Scans & Mobile Actions

One of the most powerful ways to track screen impact is through QR codes linked to application portals, scholarship forms, or program guides. Every scan is a tangible action taken directly from seeing your message in school.

Why it matters: Scans prove that your campaign didn’t just get noticed, it sparked action.

3. Application Starts Linked to Screen Campaigns

When paired with digital tracking, schools can see how many applications were started after a student engaged with content on a high school screen.

Why it matters: This closes the loop, showing how awareness in the hallways translates into meaningful enrollment activity.

4. Event Sign-Ups & Campus Visits

Screens are a natural way to promote open houses, virtual tours, and information sessions. Tracking registrations or attendance driven by those promotions gives you a clear indicator of influence.

Why it matters: Students who take the step to visit a campus are among the most likely to apply and enroll.

5. Cost per Qualified Lead (CPL)

Not all channels deliver the same value. By comparing your spend on high school screens to the number of qualified leads (applications, sign-ups, QR scans), you’ll see how efficiently this channel works compared to traditional media.

Why it matters: High school screens deliver repeated exposure in the exact environment where students are thinking about their futures, driving quality leads at scale.

Final Thoughts

Digital bulletin boards inside high schools aren’t just another awareness tool, they’re a direct line to students, every day. By focusing on the right metrics, engagement, scans, applications, visits, and cost per lead, colleges and universities can clearly see the impact of meeting students where they are.

At OnDeck Marketing, we don’t just measure screen time. We measure what matters most: student action.