To assist campuses with accurately forecasting enrollments, this report continues Noel-Levitz's long-standing research into admissions funnel conversion and yield rates. The report is based on a Web-based survey of college and university admissions officials in September and October, 2010, in which respondents reported fall 2010 and fall 2009 data. For context, data from previous Noel-Levitz surveys are offered for comparison. Among the highlights: (1) Yield rates (from admit to enroll) for first-year and transfer students continued their downward trend for private colleges, while yield rates for public universities are either leveling off or following no noticeable trend lines; (2) The rising "secret shopper" applicant trend reported earlier by Noel-Levitz--and the corresponding rise in inquiry-to-applicant conversion rates for first-year and transfer students--continued to gain steam. For fall 2010, fully one-third of first-year applicants and approximately half of transfer applicants did not identify themselves to their chosen institution(s) until they submitted an application; (3) Admitted, first-year applicants who applied online continued to yield at lower rates than mail-in admitted applicants, while first-year, in-state admitted applicants continued to yield at higher rates than out-of-state and international admitted applicants; and (4) Up to 22 percent of first-year students failed to complete their applications, led by online applicants at private colleges. Appended are: (1) Additional findings; and (2) How to use the benchmarks in this report. (Contains 15 tables and 4 footnotes.)