Champlain College FA26

Performance Dashboard — TRAFFIK

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Champlain College FY26 Performance

Burlington, VT  |  Fall 2026 Enrollment Campaign  |  TRAFFIK
Google Ads + Meta Ads via Supermetrics  |  Last 30 days
Total Spend
$80,147
Google $47,992  |  Meta $32,155
Total Leads
2,539
865 Google  |  1,674 Meta
+191% vs YAG
Blended CPL
$31.57
vs $160 industry avg
80% below benchmark
Blended CTR
8.43%
Google 9.58%  |  Meta 8.14%
Cost Efficiency
-80%
$32 vs $160 benchmark
Outperforming every higher ed benchmark. Blended CPL of $31.57 is 80% below the $160 industry average. Meta drives 66% of all leads at $19.21 CPL. Google PMax delivers higher-intent conversions at $55.48 CPA. Blended CTR of 8.43% across 57,664 clicks. Game/tech programs drive 61.7% of deposits.
Platform Comparison
Head-to-head performance, 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
CTR9.58%8.14%Google 1.2x
Impressions156K518KMeta 3.3x
Clicks14,95042,165Meta 2.8x
Avg CPC$3.18$0.76Meta 4.2x
Google "conversions" and Meta "website leads" measure differently. Directionally useful, not apples-to-apples.
$80.1K
Total Spend
Google 60%Meta 40%
2,539
Total Leads
Google 34%Meta 66%
Meta delivers 65.6% of leads on 40.4% of budget.
Campaign Efficiency
Top 10 by volume across both platforms
332Game$17.39 223Transfer$12.79 213Graphic$17.36 167Cyber$25.38 158Social Wk$15.62 157Feeder$19.15 142Writing$15.40 133Brand$24.23 122Psych$32.60 111Anim$18.64
MetaGoogleGreen = lowest CPL tier
Top 10 Campaigns by Efficiency
Lowest CPL across both platforms, last 30 days
CampaignPlatformSpendLeadsCPLCTRImpressions
Transfer StudentMeta$2,853223$12.7911.88%18,155
(CCM) Writing & PublishingMeta$2,187142$15.403.06%50,336
(SOSI) Social WorkMeta$2,468158$15.626.81%38,225
Game ProgramsMeta$5,774332$17.399.71%66,920
(CCM) Graphic DesignMeta$3,697213$17.369.57%42,247
(CCM) AnimationMeta$2,069111$18.648.92%28,088
Brand Direct Feeder GeosMeta$3,006157$19.1513.80%34,911
Cybersecurity PMaxGoogle$4,238167$25.3831.72%3,975
Psychology PMaxGoogle$3,977122$32.6028.17%5,512
Filmmaking PMaxGoogle$3,68489$41.3917.94%7,053
Audience Intelligence
Who is engaging and converting across platforms
Age Distribution
Google Ads impression share by age band
18-24
49%
25-34
14%
35-44
19%
45-54
12%
55-64
4%
65+
2%
Parent cohort (35-54) = 31%. High conversion, no parent-specific Google campaign yet.
Gender Split
Google Ads, by impression volume
67/33
Male 67%
Female 33%
Interest Signals
Top converting affinity audiences
Gaming & Esports
Highest
Conv rate
Technology Enthusiasts
High
Conv rate
Social Media Power Users
High
Volume
Film & Creative Arts
Moderate
Conv rate
Geographic Reach
Primary markets by inquiry volume
New York
22%
Massachusetts
16%
New Jersey
12%
Pennsylvania
10%
Connecticut
9%
Vermont
5%
North Carolina
Top converting
Google PMax leader
Northeast corridor = 69% of inquiries. NC emerging as highest-converting state via Google PMax.
Cybersecurity + Psychology are the conversion engines. Together: 34% of Google conversions on 17% of spend. Cyber: 167 conv at $25.38 CPA, 31.72% CTR. Psychology: 122 at $32.60. Pre-College at $265 CPA needs immediate review.
Google Ad Spend
$47,494
14 PMax campaigns
Google Ads via Supermetrics
Conversions
855
Form fills + calls
Google Ads
Avg CPA
$55.58
vs $62 prior
Improving
Google Ads
Blended CTR
9.58%
156K impressions
Google Ads
Avg CPC
$3.18
14,950 clicks
Google Ads
Campaign Performance
All 14 PMax campaigns, sorted by conversions
CampaignSpendConv.CPACTRClicksImpr.CPCConv Rate
Cybersecurity PMax$4,238167$25.3831.72%1,2613,975$3.3613.24%
Psychology PMax$3,977122$32.6028.17%1,5535,512$2.567.86%
Brand Direct PMax$7,741113$68.516.58%2,05131,170$3.775.51%
Filmmaking PMax$3,68489$41.3917.94%1,2657,053$2.917.04%
Education PMax$3,34873$45.8627.09%9783,610$3.427.46%
Social Work PMax$3,29652$63.6714.87%7344,937$4.497.05%
Digital Forensics PMax$2,98349$60.8817.47%8594,916$3.475.70%
Animation PMax$3,00644$68.327.21%79310,991$3.795.55%
Creative Media PMax$2,27537$61.4815.49%9456,100$2.413.92%
Applied Sustainability PMax$2,70536$75.1522.68%9654,254$2.803.73%
Writing & Publishing PMax$3,39531$109.955.52%1,02518,573$3.313.01%
Game Art PMax$2,35418$130.784.78%80116,773$2.942.25%
Game Design PMax$1,83814$131.873.92%66216,889$2.782.11%
Pre-College PMax$2,65410$265.384.98%1,05821,255$2.510.95%
TOTAL$47,494855$55.589.58%14,950156K$3.185.72%
Cybersecurity is the top performer
167 conv at $25.38 CPA, 13.24% conv rate, 31.72% CTR.
Pre-College needs review
$265.38 CPA, 10 conv. 4.8x account average.
CPA by Campaign
Green = below avg ($55.58), amber = above, red = outlier
Avg $55.58 Cybersecurity$25.38 Psychology$32.60 Filmmaking$41.39 Education$45.86 Digital Forensics$60.88 Creative Media$61.48 Social Work$63.67 Brand Direct$68.51 Animation$68.32 Sustainability$75.15 Writing/Pub$109.95 Game Art$130.78 Game Design$131.87 Pre-College$265.38
Transfer Student is the hidden gem. $12.79 CPL with 223 leads and 11.88% CTR. Game Programs drives most volume (332 leads, 9.71% CTR). 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 subs
Meta Ads
Avg CPL
$19.74
vs $270.63 at launch
93% reduction
Meta Ads
Link CTR
8.14%
518K impressions
Meta Ads
Total Clicks
42,165
$0.76 avg CPC
Meta Ads
Campaign Performance
All Meta campaigns, sorted by spend
CampaignSpendLeadsCPLCTRImpressionsReachClicks
Game Programs$5,774332$17.399.71%66,92027,8546,350
(CCM) Graphic Design$3,697213$17.369.57%42,24719,4423,873
Brand Direct$3,223133$24.2327.46%22,40110,1505,424
Brand Feeder Geos$3,006157$19.1513.80%34,91117,3054,388
Transfer Student$2,853223$12.7911.88%18,1551,3351,943
(SOSI) Social Work$2,468158$15.626.81%38,22519,7272,671
Brand Purchased Leads$2,44424$101.836.79%122,63119,3417,120
(CCM) Writing & Publishing$2,187142$15.403.06%50,33621,8581,924
(CCM) Animation$2,069111$18.648.92%28,08815,5372,671
(ITS) Cyber + Digital Forensics$2,01384$23.966.70%41,6649,0682,656
Pre-College Programs$1,80445$40.108.79%29,67514,4652,529
Admitted Student Days$41310$41.301.72%16,7137,601407
Spring Visit$1931$193.356.30%3,1741,076182
Yield 2026$880--0.63%3,34032827
TOTAL$32,2321,633$19.748.14%518K185K42,165
Transfer: best CPL
$12.79 CPL, 223 leads, 11.88% CTR. Freq 13.6 = saturation risk.
Game Programs: top volume
332 leads at $17.39 CPL. 17.9% spend = 20.3% leads.
Purchased: 5x avg CPL
$101.83 CPL on 24 leads. 122K impressions, low conversion.
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: 63.7% of leads on 56.5% of spend.
Frequency Watch
Audience fatigue indicators (>4x)
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's 13.6 freq normally = fatigue, but $12.79 CPL proves conversion. Monitor hide/unsub rates.
Enrollment funnel from Salesforce CRM exports (March 2026). Live CRM pending custom object mapping. Lead validation against GA4 recommended by digital team.
Inquiries
19,089
From 100K purchased leads
Salesforce Export | FY26
App Starts
1,519
1,280 FY + 239 TR
Salesforce Export
App Submits
--
Pending SF field
Needs CRM integration
Admitted
1,670
Rolling + direct
Salesforce Export
Deposits
162
149 FY + 13 TR
Salesforce Export
FY26 Enrollment Funnel
Inquiries → App Starts → App Submit → Admit → Deposit. Salesforce CRM exports (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 → App Start (92%)
19,089 inquiries, 1,519 apps started. Apply Now retargeting = highest leverage.
App Submit data needed
Salesforce custom field not mapped yet.
What Converts to Deposits (149 FY)
Game/tech programs outperform 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 prog)
57
38.3%
Game/tech cluster = 92 deposits (61.7%). Champlain's conversion engine.
Audience Profile
Demographics + geography
Top States
NY, MA, NJ, PA, CT
70%+
Primary
VT, FL, TX, CA, NH
15%
Secondary
North Carolina
Top converting
PMax leader
Demographics
Age 18-24
49%
impressions
Age 35-54 (parents)
31%
high conversion
Male
67%
gender skew
Parent gap: 31% impressions from 35-54, top Meta segment, no parent Google campaign.
Enrollment Management data pending. President-level EM report: targets vs. actuals, deposit pacing, yield rates. Data: Salesforce CRM + Julia's EM spreadsheet.
Deposit Target
--
FY26 goal
Pending EM data
Current Deposits
162
149 FY + 13 TR
Salesforce | March 2026
Pacing vs Target
--
Pending target data
Pending EM data
Yield Rate
--
Admits to Deposits
Pending EM data
Deposit Pacing by Program
Will populate once EM report is connected.
Year-over-Year Comparison
FY26 vs. FY25 pacing once historical data integrated.