CPL
Information request forms generate high volume but low quality. The same student can fill in five forms through five different channels. Raw CPL is misleading: only a deduplicated, qualified CPL gives an accurate picture of acquisition cost.
SECTOR
Higher Education
Student recruitment measured from the first click to confirmed enrollment.
From the first click to confirmed enrollment in the institution's system: leads deduplicated before they enter the CRM, follow-ups built by program, and cost per confirmed enrollment as the only indicator.
- 01First click
- 02Information requestCPL
- 03Campus visitCost per campus visit
- 04Application
- 05Confirmed enrollmentCPIC
SECTOR CHALLENGES
From lead to enrollment: the four indicators of student recruitment
CPIC
Cost per confirmed enrollment is the final indicator. Between the initial lead and confirmed enrollment (file and payment), the conversion rate can drop below 5%. Without this measure, an institution does not know which channels and messages bring in real enrollees.
Deduplication rate
A student often looks at several institutions and fills in several forms: deduplication is not a luxury but an accounting necessity. Without it, the lead count is inflated and budget is split on false numbers.
Cost per campus visit
Open days and campus visits remain the strongest conversion lever. Getting a student onto campus has a cost, which can be measured and reduced: geotargeted campaigns around the campus, retargeting of warm leads; SMS and WhatsApp follow-ups can be added.
WHAT WE INSTRUMENT
Four metrics that drive recruitment
Leads assigned without deduplication0
Disciplines integrated per program6
Duplicate entered in the CRM0
Recruitment cycle instrumented12 months
WHAT WE DEPLOY
Six disciplines integrated across the student recruitment cycle
- 01
Deduplication across all sources
Each incoming lead, whatever its source (ads, website, fairs, call center), is compared with the existing base before it enters the CRM: matching by email, phone and name. One student, one record, however many forms they filled in.
- 02
Qualification by program
Each lead is scored by program of interest, decision stage, geographic origin and acquisition channel. Qualified leads go to the relevant enrollment team. International leads (Sub-Saharan Africa and elsewhere) follow their own qualification path.
- 03
Attribution, from click to enrollment
The student is followed from the first ad seen to confirmed enrollment in the institution's system. Enrollments are then tied to a channel, a campaign and a message. Cost per confirmed enrollment replaces CPL as the compass.
- 04
Institution monitoring
Ad monitoring records the ads of competing institutions every day: programs promoted, formats, messaging angles, announced open days and enrollment deadlines. Creative intelligence reads what these ads say and their colors; today it is shown on demonstration data.
- 05
Creative production by program
Each program (business, engineering, medicine…) has its own visual identity and messaging angles. Production in several formats, timed to recruitment peaks: open days, new intake, late enrollment. Dedicated creatives for international student recruitment.
- 06
Follow-ups by decision stage
Follow-ups are built step by step, over WhatsApp, SMS and email, by decision stage: reply to the information request, campus visit invitation, application reminder, post-visit follow-up, enrollment confirmation. They are designed for a 3-6 month decision cycle.
FAQ
Frequently asked questions
01Does Sandbox work with private schools and universities in Morocco?
Yes: higher education is among Sandbox's client sectors. The method connects lead generation to confirmed enrollment and first-installment payment, not just a filled form.
02How do you reduce CPL on niche programs?
Through a campaign architecture specific to each program (MBA, master's, bachelor's, executive education), country-level targeting for international recruitment, and CRM deduplication that avoids paying twice for the same prospect applying to several programs.
03Do you manage multilingual campaigns (French, English, Arabic)?
Yes. Campaigns run in the relevant languages (French, English, Arabic) depending on audiences and regions: Morocco, French-speaking Sub-Saharan Africa, English-speaking Africa, the diaspora in Europe. Creatives and landing pages are adapted to each audience, not just translated.
04Do you track the lead-to-enrollment conversion rate?
Yes, it is the central indicator. Attribution follows the journey from click to first-installment payment. Budget is then managed on cost per confirmed enrollment, far more accurate than CPL.
OTHER SECTORS
Explore our other sector expertise
Recruit your next cohorts with precision
The conversation looks at your recruitment funnel, from first click to confirmed enrollment: where leads drop out, and what needs tracking to find out.