Marketing metrics of digital channels in higher education

Higher education institutions in Serbia show an increased interest in using digital channels within their marketing strategy, whose effectiveness is measured by using different marketing metrics, with the aim of attracting and reaching more future students. The paper presents the basic items of the marketing channels, with special emphasis on digital channels, where simple and detailed measurement of results is possible. This paper shows different marketing metrics, especially those with the application on the Internet. A special part of the paper refers to the implementation of marketing key indicators in digital channels in higher education in Serbia, with a focus on a specific metric of digital marketing in the Higher Business School in Leskovac. This work contributes to the development of marketing of higher education institutions by emphasizing the use of effective metrics for assessing the efficiency and profitability of their marketing channels.