Performance Brief / This Month

Campaign CPL is running 26.7% under benchmark.

Live cost per lead across Meta, Google, CTV, and DOOH, measured against the $160 benchmark.

Campaign CPL

$117.36

26.7% below $160 benchmark

Blended across Meta, Google, CTV, DOOH. Meta + Google Ads · refreshing

Program CPL

$167.72

4.8% above benchmark

Blended across all programs. Meta + Google Search · refreshing

Best Cohort

$106.39

Mid-Career Movers · 30–39

33.5% below benchmark

01

Every program against the line

Cost per lead by program, against the $160 benchmark. Dots left of the line are below it; dots that cross it are above.

Cost per lead by program

Below benchmark Above benchmark

02

The audiences carrying it

Cost per lead by audience cohort, against the $160 benchmark.

Career Starters

22-29

$121.91

23.8% below $160 benchmark

Meta + CTV · refreshing

Mid-Career Movers

30-39

$106.39

33.5% below $160 benchmark

Meta + CTV · refreshing

Emerging Leaders

40-59

$114.92

28.2% below $160 benchmark

Meta + CTV · refreshing

03

Enrollment funnel targets

Stage-to-stage targets that anchor expectations between monthly Sheets refreshes.

Inquiry → Application	41% target
Application → Admit	47% target
Admit → Enroll	75% target

Source: CSUN monthly Google Sheets export (CSUN-owned cadence).

Program Performance Snapshot

Program	Impressions	Clicks	CTR	Conv. Rate	Leads	CPL

Campaign Performance

Per-program and per-campaign cost per lead against the $160 benchmark, plus platform performance.

Program

Program CPL

$167.72

4.8% above $160 benchmark

Per-program CPL

Campaign

Campaign CPL

$117.36

26.7% below $160 benchmark

Per-campaign CPL

HHS$108.40

PSS$112.20

ENT$148.60

ENG$98.70

Channel mix

Meta CTV Google DOOH

Platform performance

Meta and Google side-by-side, the two platforms that account for ~78% of NET spend.

Meta Ads

Audience reach + cohort signal

Spend

$248K

Impressions

2.84M

CTR

2.9%

Leads

2,116

CPL

$117.20

Google Ads

Intent capture + program lead volume

Spend

$370K

Impressions

1.92M

CTR

3.4%

Leads

2,956

CPL

$125.20

Program Drill-Down

Every program, sorted as delivered. The CPL meter fills toward the $160 benchmark; bars that run amber are above it.

Program	Impressions	Clicks	CTR	Conv. Rate	Leads	CPL

Audience & Channel Mix

Cost per lead by audience cohort, and the channel split planned per campaign.

Career Starters

22-29

$121.91

23.8% below $160 benchmark

Mid-Career Movers

30-39

$106.39

33.5% below $160 benchmark

Emerging Leaders

40-59

$114.92

28.2% below $160 benchmark

Campaign channel mix

NET planned spend by channel, by campaign. Source: CSUN Media Flowchart REVISED, March 2026.

HHS

Meta 34% Google 34% CTV 20% DOOH 12%

PSS

Meta 34% Google 34% CTV 20% DOOH 12%

ENT

Meta 40% Google 60%

ENG

Meta 42% Google 58%

Channel-level performance

Channel	Status	Notes
Meta Ads	Live	Largest single channel by reach. Primary driver of audience cohort data.
Google Ads	Live	Largest single channel by spend ($370K across campaigns).
CTV	Live	HHS and PSS campaigns only.
DOOH	Live	HHS and PSS campaigns only.
LinkedIn	Pending	Awaiting creative delivery from CSUN. Activates once assets land.

Data & Methodology

What is connected, what is missing, and how every metric is calculated. Confidence is labeled, not implied.

High Direct measurement from platform APIs. Auditable to source.

Moderate Modeled from cross-account comp set or monthly snapshot. Refreshed on cadence.

Directional Projection or assumption. Reviewed quarterly against actual enrollment cohorts and refined as sample size grows.

Data sources

Source	Status	Powers / impact
GA4	Live	Conversion rate, page paths
Google Ads	Live	CPL, CTR, search, and Performance Max
Meta Ads	Live	CPL, CTR, leads, audience
CTV	Live	CTV impressions, spend (HHS + PSS)
DOOH	Live	Out-of-home impressions, spend (HHS + PSS)
CSUN Sheets export	Live	Inquiry, application, admit, and enrollment counts per program

Benchmark definitions

CPL benchmark	$160	ModerateTRAFFIK higher-ed benchmark across a book of continuing-education and graduate-program accounts at comparable public and private universities. Benchmark held constant for the FY25/26 campaign cycle.
CTR benchmark	0.74%	ModeratePaid social and display weighted average across TRAFFIK's higher-ed book of business. Refreshed annually.

Metric definitions

CPL (Cost Per Lead)	Total media spend divided by qualified leads (as counted in the CSUN Sheets export).
CTR (Click-Through Rate)	Ad clicks divided by ad impressions.
Conv. Rate (Landing Page Conversion Rate)	Inquiries divided by landing page visits.
Inquiry → App (Inquiry to Application)	Application records divided by inquiry submissions (from monthly Sheets export).