Executive
Google Ads
Meta Ads
Enrollment Funnel
President / EM
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 (Last 30 Days).
Total Spend
$80,147
Google $47,992 | Meta $32,155
Supermetrics | Last 30 days
Total Leads
2,539
865 Google conv. | 1,674 Meta leads
+191% vs YAG (est.)
In-platform (GA4 validation pending)
Blended CPL
$31.57
vs $160 industry benchmark
80% below benchmark
Calculated
Total Impressions
684K
155K Google | 529K Meta
Google Ads + Meta Ads
Total Clicks
57,664
15,143 Google | 42,521 Meta
Google Ads + Meta Ads
Google Ads vs Meta Ads
Head-to-head platform comparison, last 30 days
| 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. 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
Spend vs Lead distribution
$80.1K
Total Spend
Google 60%
Meta 40%
2,539
Total Leads
Google 34%
Meta 66%
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
| 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 + 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.
| Campaign | Spend | Conv. | CPA | Clicks | Impr. | CTR | CPC | Conv Rate |
|---|---|---|---|---|---|---|---|---|
| Cybersecurity PMax | $4,238 | 167 | $25.38 | 1,261 | 3,975 | 31.72% | $3.36 | 13.24% |
| Psychology PMax | $3,977 | 122 | $32.60 | 1,553 | 5,512 | 28.17% | $2.56 | 7.86% |
| Brand Direct PMax | $7,741 | 113 | $68.51 | 2,051 | 31,170 | 6.58% | $3.77 | 5.51% |
| Filmmaking PMax | $3,684 | 89 | $41.39 | 1,265 | 7,053 | 17.94% | $2.91 | 7.04% |
| Education PMax | $3,348 | 73 | $45.86 | 978 | 3,610 | 27.09% | $3.42 | 7.46% |
| Social Work PMax | $3,296 | 52 | $63.67 | 734 | 4,937 | 14.87% | $4.49 | 7.05% |
| Digital Forensics PMax | $2,983 | 49 | $60.88 | 859 | 4,916 | 17.47% | $3.47 | 5.70% |
| Animation PMax | $3,006 | 44 | $68.32 | 793 | 10,991 | 7.21% | $3.79 | 5.55% |
| Creative Media PMax | $2,275 | 37 | $61.48 | 945 | 6,100 | 15.49% | $2.41 | 3.92% |
| Applied Sustainability PMax | $2,705 | 36 | $75.15 | 965 | 4,254 | 22.68% | $2.80 | 3.73% |
| Writing & Publishing PMax | $3,395 | 31 | $109.95 | 1,025 | 18,573 | 5.52% | $3.31 | 3.01% |
| Game Art PMax | $2,354 | 18 | $130.78 | 801 | 16,773 | 4.78% | $2.94 | 2.25% |
| Game Design PMax | $1,838 | 14 | $131.87 | 662 | 16,889 | 3.92% | $2.78 | 2.11% |
| Pre-College PMax | $2,654 | 10 | $265.38 | 1,058 | 21,255 | 4.98% | $2.51 | 0.95% |
| TOTAL | $47,494 | 855 | $55.58 | 14,950 | 156K | 9.58% | $3.18 | 5.72% |
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.
| 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. 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
| 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 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.
Enrollment funnel data from Salesforce CRM exports (March 2026). Live CRM data will require Supermetrics Google Sheet connector mapping to the right Salesforce custom objects. Lead data should be validated against GA4 for accuracy per digital team recommendation.
Inquiries
19,089
From 100K purchased leads
Salesforce Export | FA26
App Starts
1,519
1,280 FY + 239 TR
Salesforce Export
App Submits
--
Pending Salesforce field
Needs CRM integration
Admitted
1,670
Includes rolling + direct
Salesforce Export
Deposits
162
149 FY + 13 TR
Salesforce Export
FA26 Enrollment Funnel
Traditional Undergraduate, First-Year + Transfer. Stages: Inquiries → App Starts → App Submit → Admit → Deposit. Data from 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 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)
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.
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
Salesforce Export | March 2026
Pacing vs. Target
--
Pending target data
Pending EM report data
Yield Rate
--
Admits to Deposits
Pending EM report data
Deposit Pacing by Program
Target vs. actual deposits. Data will populate from EM report.
📊
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
📈
Year-ago comparison data will appear here
once historical data is integrated.
once historical data is integrated.