The relevance of the article is justified by the increased interest of researchers and practitioners in ratings as tools for assessing the competitiveness of higher education institutions (hereinafter -HEI). Universities are motivated to improve their positions in international and national rankings, focused on a set of measures that are transformed through the implementation of programs to increase the competitiveness of higher education institutions. Most states consider it necessary to include their universities in the top positions of global ratings as a national goal, on which depends not only the significance of higher education institutions for the international educational space, but also the international image of the state. With the strengthening of globalization factors of socio-economic processes, the competition between higher education institutions for financial resources, talents, and entrepreneurial abilities is increasing. Clear requirements for increasing the level of competitiveness to the level of educational services and research programs are defined. The main task of a developed country is to maximize the competitive position of higher education institutions in the world market. The competitiveness of higher education institutions is a criterion that most objectively reflects the effectiveness of the subject's (university's) activity as an extremely difficult task. Misunderstanding of the main goals, lack of strategy, difficulty in interpreting modern socio-economic conditions push the task of increasing competitiveness to another level. The article reflects the need to improve the national rating system, which presents the educational function of higher education institutions, because world ratings emphasize the development of science. It is necessary to optimally balance between objective and subjective factors when evaluating university activity, considering the position of the recipients of educational services.