Outperforming industry benchmarks across every metric. Blended CPL of $31.57 is 80% below the $160 higher ed industry average. Meta drives 66% of leads at $19.21 CPL. Google PMax delivers higher-intent conversions at $55.48 CPA across 14 campaigns. Total 2,539 leads generated in the last 30 days.
Total Ad Spend
$80,147
Google $47,992 (60%) | Meta $32,155 (40%)
Supermetrics | Last 30 days
Platform Comparison
| Metric | Google PMax | Meta Ads | Winner |
|---|---|---|---|
| Spend | $47,494 | $32,232 | 60/40 split |
| Leads / Conversions | 855 | 1,633 | Meta 1.9x |
| CPL / CPA | $55.58 | $19.74 | Meta 2.8x |
| Impressions | 156K | 518K | Meta 3.3x |
| Clicks | 14,950 | 42,165 | Meta 2.8x |
| Avg CPC | $3.18 | $0.76 | Meta 4.2x |
Note: Google "conversions" and Meta "website leads" measure differently. Directionally useful, not apples-to-apples.
Total Leads
2,539
865 Google | 1,674 Meta
+191% vs YAG (est.)
Blended CPL
$31.57
vs $160 benchmark
80% below
Impressions
684K
155K Google | 529K Meta
Clicks
57,664
15,143 Google | 42,521 Meta
Budget Split
$80.1K
Total
Google 60%
Meta 40%
Weekly Trends
Spend Trend
Google vs Meta, last 4 weeks
Google Ads Meta Ads
Leads Trend
Conversions + leads by platform, last 4 weeks
Google Conv. Meta Leads
Campaign Efficiency
CPL vs Volume: Top 10 Campaigns
Bar height = leads, color = platform
Meta GoogleGreen CPL = best tier
Top 10 Campaigns by Efficiency
| Campaign | Platform | Spend | Leads | CPL | Impressions |
|---|---|---|---|---|---|
| Transfer Student | Meta | $2,853 | 223 | $12.79 | 18,155 |
| (CCM) Writing & Publishing | Meta | $2,187 | 142 | $15.40 | 50,336 |
| (SOSI) Social Work | Meta | $2,468 | 158 | $15.62 | 38,225 |
| Game Programs | Meta | $5,774 | 332 | $17.39 | 66,920 |
| (CCM) Graphic Design | Meta | $3,697 | 213 | $17.36 | 42,247 |
| (CCM) Animation | Meta | $2,069 | 111 | $18.64 | 28,088 |
| Brand Direct Feeder Geos | Meta | $3,006 | 157 | $19.15 | 34,911 |
| Cybersecurity PMax | $4,238 | 167 | $25.38 | 3,975 | |
| Psychology PMax | $3,977 | 122 | $32.60 | 5,512 | |
| Filmmaking PMax | $3,684 | 89 | $41.39 | 7,053 |
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
Avg CPA
$55.58
Improving
Impressions
156K
14,950 clicks
Conv Rate
5.72%
855 / 14,950
Campaign Performance
| Campaign | Spend | Conv | CPA | Impr | Clicks | Conv Rate |
|---|---|---|---|---|---|---|
| Cybersecurity PMax | $4,238 | 167 | $25.38 | 3,975 | 1,198 | 13.94% |
| Psychology PMax | $3,977 | 122 | $32.60 | 5,512 | 1,408 | 8.66% |
| Filmmaking PMax | $3,684 | 89 | $41.39 | 7,053 | 1,200 | 7.42% |
| Computer Science PMax | $3,584 | 86 | $41.67 | 7,008 | 1,127 | 7.63% |
| Game Art PMax | $3,549 | 79 | $44.92 | 8,264 | 1,095 | 7.21% |
| Game Design PMax | $3,512 | 68 | $51.65 | 6,892 | 1,083 | 6.28% |
| Business PMax | $3,483 | 54 | $64.50 | 18,420 | 1,279 | 4.22% |
| Game Programming PMax | $3,478 | 49 | $70.98 | 7,345 | 1,020 | 4.80% |
| Education PMax | $3,416 | 40 | $85.40 | 22,150 | 1,193 | 3.35% |
| Healthcare Admin PMax | $3,413 | 38 | $89.82 | 16,881 | 1,027 | 3.70% |
| Social Work PMax | $3,336 | 36 | $92.67 | 19,740 | 1,187 | 3.03% |
| Creative Media PMax | $3,282 | 21 | $156.29 | 25,116 | 1,055 | 1.99% |
| Accounting PMax | $2,750 | 4 | $687.50 | 3,912 | 175 | 2.29% |
| Pre-College PMax | $1,992 | 2 | $996.00 | 3,950 | 1,053 | 0.19% |
| TOTAL | $47,494 | 855 | $55.58 | 156K | 14,950 | 5.72% |
Cybersecurity: best CPA at scale
$25.38 CPA, 167 conv. Only 9% of spend but 19.5% of conversions. The clearest winner.
Top 3 drive 44% of conversions
Cyber + Psych + Film = 378 conv on 25% of budget. Concentration is working.
Pre-College: $996 CPA on 2 conv
Pause or radically restructure. Accounting ($687 CPA) is the second flag.
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 submissions
Avg CPL
$19.74
93% reduction from launch
Total Reach
185K
518K impressions
Total Clicks
42,165
$0.76 avg CPC
Campaign Performance
| Campaign | Spend | Leads | CPL | Impressions | Reach | Clicks | Link CTR |
|---|---|---|---|---|---|---|---|
| Game Programs | $5,774 | 332 | $17.39 | 66,920 | 27,854 | 6,350 | 9.71% |
| (CCM) Graphic Design | $3,697 | 213 | $17.36 | 42,247 | 19,442 | 3,873 | 9.57% |
| Brand Direct | $3,223 | 133 | $24.23 | 22,401 | 10,150 | 5,424 | 27.46% |
| Brand Feeder Geos | $3,006 | 157 | $19.15 | 34,911 | 17,305 | 4,388 | 13.80% |
| Transfer Student | $2,853 | 223 | $12.79 | 18,155 | 1,335 | 1,943 | 11.88% |
| (SOSI) Social Work | $2,468 | 158 | $15.62 | 38,225 | 19,727 | 2,671 | 6.81% |
| Brand Purchased Leads | $2,444 | 24 | $101.83 | 122,631 | 19,341 | 7,120 | 6.79% |
| (CCM) Writing & Publishing | $2,187 | 142 | $15.40 | 50,336 | 21,858 | 1,924 | 3.06% |
| (CCM) Animation | $2,069 | 111 | $18.64 | 28,088 | 15,537 | 2,671 | 8.92% |
| (ITS) Cyber + Digital Forensics | $2,013 | 84 | $23.96 | 41,664 | 9,068 | 2,656 | 6.70% |
| Pre-College Programs | $1,804 | 45 | $40.10 | 29,675 | 14,465 | 2,529 | 8.79% |
| Admitted Student Days | $413 | 10 | $41.30 | 16,713 | 7,601 | 407 | 1.72% |
| Spring Visit | $193 | 1 | $193.35 | 3,174 | 1,076 | 182 | 6.30% |
| Yield 2026 | $88 | 0 | -- | 3,340 | 328 | 27 | 0.63% |
| TOTAL | $32,232 | 1,633 | $19.74 | 518K | 185K | 42,165 | 8.14% |
Transfer Student: best CPL
$12.79 CPL, 223 leads. Frequency of 13.6 signals saturation risk.
Game Programs: highest volume
332 leads at $17.39 CPL. 17.9% of spend drives 20.3% of leads.
Purchased Leads: 5x avg CPL
$101.83 CPL on only 24 leads. 122K impressions, low conversion.
By Campaign Category
Meta campaigns grouped by type
| Category | Spend | Leads | CPL | % Budget |
|---|---|---|---|---|
| Program-Specific | $18,209 | 1,040 | $17.51 | 56.5% |
| Brand | $13,330 | 582 | $22.90 | 41.4% |
| Events / Other | $694 | 11 | $63.07 | 2.1% |
Program-specific: 63.7% of leads on 56.5% of spend. Best tier.
Frequency Watch
Campaigns approaching audience fatigue (frequency >4)
13.6 Transfer Student
Saturated
Reach: 1,335
10.2 Yield 2026
Saturated
Reach: 328
6.3 Brand Purchased
High
Reach: 19,341
4.6 Cyber + Forensics
Elevated
Reach: 9,068
Transfer Student's 13.6 frequency normally signals fatigue, but $12.79 CPL proves the audience is still converting. Monitor unsub/hide rates.
Enrollment funnel data from Salesforce CRM exports (March 2026). Live CRM data will require Supermetrics connector mapping to Salesforce custom objects. Lead data should be validated against GA4 per digital team recommendation.
Inquiries
19,089
From 100K purchased leads
Salesforce Export | FA26
App Starts
1,519
1,280 FY + 239 TR
App Submits
--
Pending SF field
Admitted
1,670
Rolling + direct
Deposits
162
149 FY + 13 TR
FA26 Enrollment Funnel
Traditional Undergraduate, First-Year + Transfer. Data: Salesforce CRM (March 23, 2026).
Inquiries
19,089
100%
App Starts
1,519
7.96%
App Submits
--
TBD
Admitted
1,670
8.75%
Deposited
162
0.85%
Biggest drop: Inquiry to App Start (92%)
19,089 inquiries but only 1,519 started apps. Apply Now retargeting has the highest leverage.
App Submit data needed
Salesforce custom field for app submissions not yet mapped. Required for complete funnel visibility.
What Converts to Deposits (149 FY)
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%). 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 from 35-54 (parents), and parents are the top Meta segment. No parent-specific campaigns on Google yet.
Enrollment Management report data pending. This tab will display the President-level EM report with enrollment targets vs. actuals by program, deposit pacing, and yield rates. Data source: Salesforce CRM + Julia's EM spreadsheet. Setup in progress.
Deposit Target
--
FA26 goal
Pending EM report data
Current Deposits
162
149 FY + 13 TR
Pacing vs. Target
--
Pending target data
Yield Rate
--
Admits to Deposits
Deposit Pacing by Program
Program-level deposit targets and pacing data
will appear here once the EM report is connected.
will appear here once the EM report is connected.
Year-over-Year Comparison
FA26 vs. FA25 enrollment pacing
will appear here once historical data is integrated.
will appear here once historical data is integrated.