More than 300 colleges now extend offers through direct admissions programs that proactively admit students who meet set criteria, and enrollment leaders say the tactic requires different outreach and tracking. Institutions that lump direct admits together with traditional applicants risk misreading engagement signals and losing yield; Hampshire College blamed such blending in part for missing its fall enrollment goal. Enrollment experts recommend tailored communications, distinct behavioral tracking and reworked definitions of success for direct admits. Colleges reporting success separate their pipelines and invest in dedicated enrollment and advising workflows to convert students who may not have been researching or applying through traditional channels.