While the value of your print brochure has repeatedly been measured with numbers and dollars, the area of digital marketing key performance indicators (KPIs) is just being explored.
Business, in general, has the KPIs overall. But KPIs specific to class programs have not been determined. Until now.
This past year saw cutting edge practitioners propose KPIs to be measured by your program. And a LERN committee representing different institutional settings has been formed. This coming year that committee will both determine the KPIs to be measured by your program, and in addition LERN will begin surveying programs on what the benchmarks and ideal numbers are and can be.
The 5 Digital Strategies
The committee has selected these 5 digital strategies for KPIs and to be surveyed for benchmarks.
1.Website KPIs
2.Email KPIs
3.Social Media KPIs
4.SEO KPIs
5.Paid digital ads KPIs
Lower priority strategies waiting for future surveys and KPIs are videos and Business Profiles.
LERN Members
Digital Marketing KPI Committee members are Emma Baumann, North Mankato, MN; Ana McIndoe, Sierra Vista, AZ; Jenny Bess, Ellisville, MO; and Elizabeth Dagnino, Sierra Vista, AZ. The Chair of the Committee is Jorey Scott of Concord, CA. Their work has been pioneered by consultant Melissa Baker, Laguna Beach, CA; volunteer Francesca Kelly, Pleasanton, CA; and LERN vice president Brendan Marsello, Jackson, NH.
Moving Forward
-Look for the release of the KPIs at the 2026 LERN Annual Conference, Nov. 16-19, 2026, online.
-Expect the surveys on your KPIs to begin in September 2026.
