PENNANTEnrollment marketing glossary
Use the same language behind the decision.
Clear definitions for the metrics and reporting approaches used across Pennant.
- Attribution
- The method used to connect marketing activity and investment to downstream outcomes under defined source, identity, timing, and credit rules.
- Cohort reporting
- Reporting that begins with leads acquired during a selected period and follows their later applications and enrollments.
- Cost per enrolled student (CPE)
- Eligible marketing spend divided by enrolled students attributed to the same eligible sources under the agreed reporting logic.
- Cost per lead (CPL)
- Eligible marketing spend divided by confirmed leads attributed to those same sources.
- Enrollment pacing
- Comparison of actual enrollment progress with expected progress, projected outcomes, and the volume required to recover a gap.
- Funnel stage
- A standardized point in the enrollment journey, such as lead, application, deposit, start, or enrollment.
- Lead-to-enrollment rate (LTE)
- The percentage of leads that become enrolled students under the selected Period or Cohort logic.
- Normalization
- The process of mapping source-specific values into consistent channels, stages, campuses, programs, and other reporting dimensions.
- Period reporting
- Reporting that counts events when they occurred inside the selected date range, regardless of lead acquisition date.
- Pseudonymous ID
- A record identifier used for analysis that does not directly reveal a student’s name or contact information.
- Source-aware efficiency
- Cost or conversion math that keeps spend and outcomes aligned to eligible source categories.
- Year-over-year (YoY)
- Comparison of a current reporting window with the equivalent prior-year window using the same metric definitions.
- Yield
- The share of people at one funnel stage who progress to a later stage, often used for application-to-enrollment or deposit-to-start performance.