Champlain College FA26

Performance Dashboard — TRAFFIK

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Champlain College FA26 Performance

Burlington, VT | Fall 2026 Enrollment Campaign | TRAFFIK for Champlain
Live data: Google Ads, Meta Ads via Supermetrics | Last 30 days
$79,726
Total Spend
Google + Meta
2,488
Total Leads
855 Google + 1,633 Meta
$32.04
Blended CPL
vs $160 industry avg
-80%
vs Benchmark
$32 vs $160
Executive
Google Ads
Meta Ads
Enrollment Funnel
Strategic Insights
Outperforming industry benchmarks across every metric. Blended CPL of $32.04 is 80% below the $160 higher ed industry average. Meta drives 65.6% of leads at $19.74 CPL. Google PMax delivers higher-intent conversions at $55.58 CPA across 14 campaigns. Total 2,488 leads in last 30 days.
Total Spend
$79,726
Google $47,494 | Meta $32,232
Supermetrics | Last 30 days
Total Leads
2,488
855 Google conv. | 1,633 Meta leads
+191% vs YAG (est.)
Google Ads + Meta Ads
Blended CPL
$32.04
vs $160 industry benchmark
80% below benchmark
Calculated
Total Impressions
674K
156K Google | 518K Meta
Google Ads + Meta Ads
Total Clicks
57,115
14,950 Google | 42,165 Meta
Google Ads + Meta Ads
Google Ads vs Meta Ads
Head-to-head platform comparison, last 30 days
MetricGoogle PMaxMeta AdsWinner
Spend$47,494$32,23260/40 split
Leads / Conversions8551,633Meta 1.9x
CPL / CPA$55.58$19.74Meta 2.8x
Impressions156K518KMeta 3.3x
Clicks14,95042,165Meta 2.8x
Avg CPC$3.18$0.76Meta 4.2x
Note: Google "conversions" and Meta "website leads" measure differently. Google PMax conversions include form fills, calls, and downstream actions. Meta leads are pixel-tracked form submissions. Apples-to-oranges comparison, but directionally useful.
Budget Allocation
Last 30 days spend distribution
Google 59.6% ($47.5K)
Meta 40.4% ($32.2K)
Lead Distribution
By platform
Google 34.4% (855)
Meta 65.6% (1,633)
Meta delivers 65.6% of leads on 40.4% of budget. Efficiency gap suggests rebalancing opportunity, though Google drives higher-intent downstream actions.
Top 10 Campaigns by Efficiency (Lowest CPL)
Combined across both platforms, last 30 days
CampaignPlatformSpendLeadsCPLImpressions
Transfer StudentMeta$2,853223$12.7918,155
(CCM) Writing & PublishingMeta$2,187142$15.4050,336
(SOSI) Social WorkMeta$2,468158$15.6238,225
Game ProgramsMeta$5,774332$17.3966,920
(CCM) Graphic DesignMeta$3,697213$17.3642,247
(CCM) AnimationMeta$2,069111$18.6428,088
Brand Direct Feeder GeosMeta$3,006157$19.1534,911
Cybersecurity PMaxGoogle$4,238167$25.383,975
Psychology PMaxGoogle$3,977122$32.605,512
Filmmaking PMaxGoogle$3,68489$41.397,053
Cybersecurity + Psychology are the conversion engines. Cybersecurity PMax: 167 conversions at $25.38 CPA (best). Psychology: 122 at $32.60. Together they drive 34% of all Google conversions on 17% of spend. Pre-College PMax underperforming at $265 CPA.
Google Ad Spend
$47,494
14 PMax campaigns
Google Ads via Supermetrics
Conversions
855
Form fills + calls + actions
Google Ads
Avg CPA
$55.58
vs $62 previous period
Improving
Google Ads
Avg CPC
$3.18
14,950 total clicks
Google Ads
Impressions
156K
9.58% blended CTR
Google Ads
Campaign Performance
All 14 PMax campaigns, last 30 days. Sorted by conversions descending.
CampaignSpendConv.CPAClicksImpr.CTRCPCConv Rate
Cybersecurity PMax $4,238167$25.38 1,2613,97531.72%$3.3613.24%
Psychology PMax $3,977122$32.60 1,5535,51228.17%$2.567.86%
Brand Direct PMax $7,741113$68.51 2,05131,1706.58%$3.775.51%
Filmmaking PMax $3,68489$41.39 1,2657,05317.94%$2.917.04%
Education PMax $3,34873$45.86 9783,61027.09%$3.427.46%
Social Work PMax $3,29652$63.67 7344,93714.87%$4.497.05%
Digital Forensics PMax $2,98349$60.88 8594,91617.47%$3.475.70%
Animation PMax $3,00644$68.32 79310,9917.21%$3.795.55%
Creative Media PMax $2,27537$61.48 9456,10015.49%$2.413.92%
Applied Sustainability PMax $2,70536$75.15 9654,25422.68%$2.803.73%
Writing & Publishing PMax $3,39531$109.95 1,02518,5735.52%$3.313.01%
Game Art PMax $2,35418$130.78 80116,7734.78%$2.942.25%
Game Design PMax $1,83814$131.87 66216,8893.92%$2.782.11%
Pre-College PMax $2,65410$265.38 1,05821,2554.98%$2.510.95%
TOTAL $47,494855$55.58 14,950156K9.58%$3.185.72%
Cybersecurity is the top performer
167 conversions at $25.38 CPA, 13.24% conversion rate. Strongest demand signal of any program.
Pre-College needs review
$265.38 CPA with only 10 conversions. 4.8x the account average. Consider pausing or restructuring.
Transfer Student campaign is the hidden gem. $12.79 CPL (lowest in account) with 223 leads. Frequency of 13.6 is a concern, but the narrow audience (1,335 reach) is clearly high-intent. Game Programs drives most volume (332 leads). Brand Purchased Leads at $101.83 CPL needs optimization.
Meta Ad Spend
$32,232
14 campaigns active
Meta Ads via Supermetrics
Website Leads
1,633
Pixel-tracked form submissions
Meta Ads
Avg CPL
$19.74
vs $270.63 at campaign launch
93% reduction
Meta Ads
Total Reach
185K
518K impressions
Meta Ads
Total Clicks
42,165
$0.76 avg CPC
Meta Ads
Campaign Performance
All Meta campaigns, last 30 days. Sorted by spend descending.
CampaignSpendLeadsCPLImpressionsReachClicksLink CTR
Game Programs $5,774332$17.39 66,92027,8546,3509.71%
(CCM) Graphic Design $3,697213$17.36 42,24719,4423,8739.57%
Brand Direct $3,223133$24.23 22,40110,1505,42427.46%
Brand Feeder Geos $3,006157$19.15 34,91117,3054,38813.80%
Transfer Student $2,853223$12.79 18,1551,3351,94311.88%
(SOSI) Social Work $2,468158$15.62 38,22519,7272,6716.81%
Brand Purchased Leads $2,44424$101.83 122,63119,3417,1206.79%
(CCM) Writing & Publishing $2,187142$15.40 50,33621,8581,9243.06%
(CCM) Animation $2,069111$18.64 28,08815,5372,6718.92%
(ITS) Cyber + Digital Forensics $2,01384$23.96 41,6649,0682,6566.70%
Pre-College Programs $1,80445$40.10 29,67514,4652,5298.79%
Admitted Student Days $41310$41.30 16,7137,6014071.72%
Spring Visit $1931$193.35 3,1741,0761826.30%
Yield 2026 $880-- 3,340328270.63%
TOTAL $32,2321,633$19.74 518K185K42,1658.14%
Transfer Student: best CPL
$12.79 CPL, 223 leads. But frequency of 13.6 indicates audience saturation risk.
Game Programs: highest volume
332 leads at $17.39 CPL. 17.9% of spend drives 20.3% of leads. Strong efficiency.
Purchased Leads: 5x avg CPL
$101.83 CPL on only 24 leads. 122K impressions but low conversion. Review targeting.
By Campaign Category
Meta campaigns grouped by type
CategorySpendLeadsCPL% Budget
Program-Specific$18,2091,040$17.5156.5%
Brand$13,330582$22.9041.4%
Events / Other$69411$63.072.1%
Program-specific campaigns deliver 63.7% of leads on 56.5% of spend. Best efficiency tier.
Frequency Watch
Campaigns approaching audience fatigue (frequency >4)
13.6 Transfer Student
Saturated
Reach: 1,335 (very narrow)
10.2 Yield 2026
Saturated
Reach: 328 (retargeting)
6.3 Brand Purchased Leads
High
Reach: 19,341
4.6 Cyber + Digital Forensics
Elevated
Reach: 9,068
Transfer Student's 13.6 frequency normally signals fatigue, but its $12.79 CPL proves the audience is still converting. Monitor unsub/hide rates rather than pausing.
Salesforce CRM data requires Google Sheet connector setup. The Salesforce Lead object for Champlain is not populated through standard fields (their enrollment CRM uses custom objects). The funnel data below is from the most recent Salesforce exports (March 2026). Live CRM data will require a Supermetrics Google Sheet connector mapping to the right Salesforce custom objects.
Purchased Leads
100,002
College Board + PMax + Paid Social
Salesforce Export | FA26
Inquiries (No App)
19,089
19.1% of purchased leads
Salesforce Export
App Starts
1,519
1,280 FY + 239 TR
Salesforce Export
Deposits
162
149 FY + 13 TR
Salesforce Export
FA26 Enrollment Funnel
Traditional Undergraduate, First-Year + Transfer. Data from Salesforce CRM exports (March 23, 2026).
Purchased Leads
100,002
100%
Inquiries
19,089
19.1%
App Starts
1,519
1.52%
Admitted*
1,670
1.67%
Deposited
162
0.16%
*Admitted (1,670) exceeds App Starts (1,519) because admits include rolling decisions, direct admits, and prior-cycle carryover not captured in the FA26 app start count.
Biggest drop: Inquiries → App Starts (92% fall-off). 19,089 inquiries but only 1,519 started applications. This is the critical conversion gap. Apply Now click optimization and retargeting at this stage has the highest leverage.
What Converts to Deposits (149 FY)
Programs ranked by deposit count. Game/tech programs massively outperform their inquiry share.
Cybersecurity
22
14.8%
Game Design
22
14.8%
Game Programming
20
13.4%
Game Art
12
8.1%
Animation
10
6.7%
Comp Sci
6
4.0%
Other (12 programs)
57
38.3%
Game/tech cluster (Cyber + Game + Animation + CS) = 92 deposits (61.7% of total). This is Champlain's conversion engine.
Audience Profile
Google Ads demographics + Salesforce geography
Top States (by inquiry volume)
NY, MA, NJ, PA, CT
70%+
Primary markets
VT, FL, TX, CA, NH
15%
Secondary
NC
Top converting
Google PMax leader
Demographics (Google Ads)
Age 18-24
49%
of impressions
Age 35-54 (parents)
31%
high conversion
Male
67%
gender skew
Mobile
87%
of conversions
Parent audience gap: 31% of impressions come from 35-54 (likely parents), and parents are the top performing Meta segment. Currently no parent-specific campaigns on Google.
What's Working
Keep doing these things

EFFICIENCY Blended CPL of $32.04 is 80% below the $160 industry benchmark. Campaign consolidation from 30+ to streamlined segments is paying off.

CREATIVE Outcome-led creative outperforms brand-centric content. Short-form video (:15-:20s) with strong hooks drives highest CTR. Authentic visuals beat polished production.

PROGRAMS Cybersecurity ($25.38 CPA Google) and Game Programs ($17.39 CPL Meta) are the dual engines. These programs convert at far higher rates than their inquiry share.

AUDIENCES Counselors/teachers yield 25% CTR on brand campaigns. Parents outperform all groups on Meta. Transfer students convert at $12.79 CPL.

Areas to Optimize
Highest-leverage improvements

CPL GAP Meta CPL is 2.8x cheaper than Google on a per-lead basis, but Google drives higher-intent downstream actions. Close the gap by improving Meta retargeting for app starts.

FUNNEL DROP 92% fall-off from inquiry to app start. Ad-to-landing page misalignment is limiting conversion. Retargeting lacks pull for apps vs. inquiries.

UNDERPERFORMERS Pre-College PMax ($265 CPA), Brand Purchased Leads ($102 CPL), Spring Visit ($193 CPL). Combined $5,291 spend, 35 leads. Reallocate to top performers.

FREQUENCY Transfer Student at 13.6 frequency. Yield 2026 at 10.2. Expand audience pools or rotate creative to prevent fatigue.

Audience Insights
Who to target next

PARENTS Highest-performing audience on Meta. 31% of Google impressions are 35-54. Meta age restrictions block direct student targeting, making parent-first strategy essential.

INFLUENCERS Counselors, teachers, tutors = 25% CTR. Champlain's experiential model is a strong sell for outcome-focused advisors. Build influencer-specific messaging.

GEOGRAPHY North Carolina is the top converting state on Google despite competitive public system. Develop NC-specific messaging positioning Champlain as a personalized alternative.

EXPANSION 67% male skew. Education, Social Work, Psychology, Writing index female. Southeast (FL, GA, NC, SC) and Midwest underrepresented. International (Africa/South Asia) growing organically.

Recommended Actions
Prioritized by expected impact
PriorityActionExpected ImpactEffort
1Reallocate Pre-College PMax budget to Cybersecurity + Psychology~40 additional conversions/monthLow
2Build retargeting campaign for inquiry → app start conversionReduce 92% funnel drop-offMedium
3Launch parent-specific Google campaigns (35-54 targeting)New lead source at scaleMedium
4Develop NC-specific creative and landing pageHigher geo conversion ratesMedium
5Expand Transfer Student audience on Meta (currently 1,335 reach)More leads at lowest CPL tierLow
6Audit Brand Purchased Leads targeting ($101.83 CPL on 6.3 frequency)Reduce waste spend ~$2K/monthLow
7Set up Supermetrics Google Sheet for live Salesforce enrollment dataReal-time funnel visibilityMedium
8Scholarship messaging expansion across Google + MetaCTR >1.5% proven, highest lead driverMedium