Villa Maria School

Marketing KPI Dashboard - November 2025 Performance

Total Marketing Reach

162.8K
+108%
Oct: 78.2K | Meta: 157.6K | Website: 5.2K
Donor Campaign added 97K new reach!

Total Inquiries

66
+88%
Oct: 35 inquiries
New lead campaign performing exceptionally!

Website Page Views

7,487
-9.7%
Oct: 8,290 | Campaign focus shifted to leads & awareness
Goal: 3,396 - EXCEEDED (220% of target)

Website New Users

5,003
-12.4%
Oct: 5,711 | Less traffic-focused ad spend
Goal: 1,093 - EXCEEDED (458% of target)

November Highlights

66 Total Leads Generated! Combining Meta Ads leads (34) with Google Analytics tracked events: 4 resource forms, 24 email contacts, and 4 schedule requests. This represents an +18% increase from October's 56 total leads.

Meta Ads Lead Campaign Success: The November Resource Leads campaign launched Nov 13 and generated 34 qualified leads at $10.28 per lead (+325% vs October). This shift to native Meta lead forms drove the majority of lead growth.

Donor Awareness Campaign Launch: New campaign reached 97,476 unique individuals interested in philanthropy and giving, expanding Villa Maria's donor prospect pool significantly.

Website Monthly User Growth

Website Traffic Sources - November

Top Pages Performance (Top 10 by Traffic)

Page Sept Views Oct Views Nov Views Oct Change Nov Change Status
Homepage 1,922 5,968 5,116 +211% -14% EXPECTED DECLINE
Faculty 322 328 309 +2% -6% STABLE
Tuition 233 250 243 +7% -3% STRONG INTENT
Admissions 165 214 188 +30% -12% STABLE
Contact 178 285 186 +60% -35% WATCH
Programs 148 158 167 +7% +6% GROWING
Mission 89 97 107 +9% +10% GROWING
FAQs 98 81 101 -17% +25% RECOVERING
High School 113 103 95 -9% -8% DECLINING
Resources 73 76 67 +4% -12% STABLE

Lead Generation Metrics

Lead Generation Summary

Lead Source September October November MoM Change
Meta Ads Leads 7 8 34 +325%
Resource Form Submissions (GA) 7 5 4 -20%
Contact Form Submissions (GA) 0 2 0 -100%
Email Contacts (GA) 36 31 24 -23%
Schedule Requests (GA) 6 10 4 -60%
Total Leads 56 56 66 +18%

Note: Website-tracked leads via GA decreased in November. However, Meta Ads generated 34 direct leads through the Resource Leads campaign, representing a shift in lead capture from website forms to ad platform native forms.

Key Insights & Recommendations

Major Wins

  • Total Leads: 66 combined (+18% vs Oct)
  • Meta Ads Leads: 34 at $10.28 CPL (+325%!)
  • Donor Reach: 97K high-net-worth prospects
  • Video Views: 31K total views (+8%)
  • Engagement: +33% avg session duration
  • FAQs Page: +25% growth (research intent)

Areas to Watch

  • Contact Page: Down -35% (monitor closely)
  • High School Page: Continuing decline -8%
  • Overall Traffic: Down -10% (expected with lead/awareness focus)
  • New Users: Down -12% from October peak

December Action Items

  • Nurture 66 leads (34 Meta + 32 GA events)
  • Continue Resource Leads campaign momentum
  • Evaluate Donor Campaign for year-end giving
  • Investigate GA lead decline (-33% MoM)
  • Plan holiday/winter break messaging

Goal Progress - November 2025

Marketing Reach Goal
(Target: 2.2K)
7,400% of target (162.8K vs 2.2K goal)
Lead Goal
(Target: 28)
121% of target (34 vs 28 goal)
Page Views Goal
(Target: 3,396)
220% of target (7,487 vs 3,396 goal)
New User Goal
(Target: 1,093)
458% of target (5,003 vs 1,093 goal)

Social Media Performance - November 2025

Total Impressions

181K
+66%
Oct: 109K | Donor campaign added scale

Total Reach

157.6K
+118%
Oct: 72.3K | Massive expansion!

Link Clicks

3,872
-43%
Oct: 6,834 | Awareness focus reduced CTR

Total Spend

$1,300
+7%
Oct: $1,219 | Efficient scaling

Meta Ads Performance Trends

Click Performance Trends

Total Clicks

Click-Through Rate

Cost Per Click

Paid Advertising Performance - Meta Ads (November 1-30, 2025)

Campaign Impressions Reach Clicks CTR CPC Amount Spent Performance
October 2025 - Traffic 74,641 57,140 3,776 6.54% $0.20 $750.82 TOP PERFORMER
Donor Awareness Campaign 101,483 97,476 24 0.11% $8.33 $199.96 AWARENESS FOCUS
November Resource Leads 4,774 2,972 72 5.15% $4.85 $349.53 34 LEADS!
TOTALS 180,898 157,588 3,872 2.14% avg $0.34 avg $1,300.31 EXCELLENT

Paid Campaign Insights - November 2025

Campaign Performance

  • Total Reach: 157,588 people (+118% vs Oct)
  • Total Clicks: 3,872 link clicks (-43% vs Oct)
  • Average CTR: 2.14% (down due to awareness focus)
  • Average CPC: $0.34 (up from $0.18)
  • Total Investment: $1,300.31 (+7% vs Oct)
  • Active Campaigns: 3 running
  • Leads Generated: 34 (resource downloads)

November Highlights

  • Lead Generation Win: 34 leads at $10.28 CPL
  • Donor Reach: 97K high-value prospects
  • Traffic Campaign: Still strong at 6.54% CTR
  • Video Views: 31,057 total views
  • Engagement: 35,158 post engagements
  • Strategy Shift: From traffic to lead gen

Strategic Insights

  • Lead Campaign Success: 34 leads in 17 days
  • Donor Pipeline: Building year-end giving list
  • Traffic Still Works: Continues to drive quality visits
  • CPL Efficiency: $10.28 is competitive for education
  • Awareness + Conversion: Balanced approach working
  • Seasonal Timing: Strong positioning for enrollment

Video Engagement Metrics - November 2025

Understanding how audiences engage with your video content

Total Video Views

31.1K
+8%
Oct: 28.8K | Continued growth

Video View Rate

17.2%
Awareness Mix
31K views from 181K impressions

Cost Per Video View

$0.04
Very efficient
$1,300 spend / 31K views

Top Performing Video

22.1K
71% of total
Traffic Campaign - Main Video

Video Performance Breakdown

Video/Campaign Impressions Video Views View Rate Cost/View Performance
October 2025 - Traffic 74,641 22,121 29.6% $0.03 BEST PERFORMER
Donor Awareness Campaign 101,483 7,845 7.7% $0.03 AWARENESS FOCUS
November Resource Leads 4,774 1,091 22.9% $0.32 LEAD GEN FOCUS
TOTALS 180,898 31,057 17.2% avg $0.04 avg EXCELLENT

Key Video Insights

  • Traffic campaign dominates video views at 71% of total - this creative continues to perform exceptionally
  • Donor campaign prioritizes reach over views - 7.7% view rate is expected for awareness optimization
  • Lead campaign balances views and conversions - 22.9% view rate with 34 leads generated
  • Cost efficiency maintained - $0.04 per view despite campaign mix changes
  • Video views up 8% - 31K in November vs 28.8K in October

Month-over-Month Comparison: October vs November 2025

Metric October 2025 November 2025 Change Notes
Total Reach (Meta) 72,327 157,588 +118% Donor campaign added significant reach
Total Impressions 109,174 180,898 +66% Awareness focus increased impressions
Link Clicks 6,834 3,872 -43% Expected with awareness campaign mix
Resource Leads 8 34 +325% New lead campaign performing well
Ad Spend $1,219 $1,300 +7% Slight budget increase
Website Users 5,815 5,196 -11% Less traffic-focused ad spend in November
Page Views 8,290 7,487 -10% Lead/awareness campaigns reduced website traffic
Video Views 28,754 31,057 +8% Continued video engagement growth
Avg Session Duration 62.2s 82.6s +33% Higher quality engagement
Bounce Rate 78.3% 75.9% -2.4pts Improved engagement