FRANK BATTEN SCHOOL of LEADERSHIP and PUBLIC POLICY

Advertising Platform Metrics

SCORECARD
Spend
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SCORECARD
Impressions
--
SCORECARD
Clicks
--
TABLE

Spend, Impressions, Clicks, CPC & CTR by Campaign

LINE GRAPH

Impressions and Clicks Over Time

TABLE

Spend, Impressions, Clicks, CPC & CTR by Creative

Organic Channel Performance

Partial dummy data
Organic Social = real data (Sprout). Boosted Social = real data (LinkedIn, 2 boost campaigns). AI Services = real data (GA4 referral domains). Organic Search = real data (Google Search Console). YouTube Video Performance = dummy data until Sprout YouTube sync is fixed.
SCORECARD
Organic Social Impressions
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SCORECARD
Organic Social Clicks
--
SCORECARD
Organic Social Reactions
--
TABLE

Organic social media post creative, impressions, clicks, engagements/reactions

SCORECARD
Organic Search Impressions
--
SCORECARD
Organic Search Clicks
--
SCORECARD
Organic Search Click Rate
--
TABLE

Organic keyword phrases by impressions, clicks and ranking

TABLE

YouTube Video Views, Avg Watch Time & Engagement

SCORECARD
Boosted Social Impressions
--
SCORECARD
Boosted Social Clicks
--
SCORECARD
Boosted Social CPC
--
TABLE

Boosted social media post creative, impressions, clicks, engagements/reactions

BAR

Visits by AI Services source (ChatGPT, et al)

Partial dummy data — Website Behavior
Live: Visits / Visitors / View Duration scorecards, Source & Medium table, Visits Over Time, Page Engagement table, Device split, User Type pie (New vs Returning), Geography map — all from GA4. Still dummy: Tracking Events (PDF / accordion / video) on the page table, Secondary CTA charts and tables. These need GA4 custom events fired from the new site — most can be set up via GTM (Ben + Julia), some need Braid.

Website Behavior Metrics

SCORECARD
Visits
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SCORECARD
Visitors
--
SCORECARD
View Duration
--
SCORECARD
Leads
--
TABLE

Visits and View Duration by Source / Medium

LINE GRAPH

Visits Over Time

GEO MAP

Visits and Form Submissions by Geography

TABLE

Page Engagement — Views, Visitors, View Duration

BAR

Secondary Call to Action Sums (Guides, Resources, Event RSVP, Advisor Appt, Schedule Visit)

PIE / DONUT

Visits / Form Submissions by User Type

TABLE

Secondary Call to Action by Referral Source (Guides, Resources, Event RSVP, Advisor Appt, Schedule Visit)

PIE / DONUT

Visits by Device (Desktop / Mobile / Tablet)

Applicant Funnel

SCORECARD
Prospective Audience
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SCORECARD
Inquiries
--
SCORECARD
Leads
--
SCORECARD
Applicants
--
SCORECARD
Admits
--
SCORECARD
Matriculated
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SANKEY DIAGRAM

Full Funnel / Pathway Visualization — shows progression and where prospective students "melt" at each stage

Partial dummy data below
Funnel by Channel is now live for the Inquiry / Lead / Applicant stages (real utm_source from Slate, normalized). Funnel by Program and Funnel by Term stay dummy until Bryan sends the expanded Slate export with Program + Anticipated Start Term fields and the Admit + Matriculated stage data.
BAR GRAPH

Funnel Segmented by Program

BAR GRAPH

Funnel Segmented by Anticipated Start Term / Year

BAR GRAPH

Stage Sums by Channel + Referral Source (Inquiry / Lead / Applicant only, real data)

Partial dummy data — Program Content
Live: Top scorecards (Visits / Visitors / Duration / Pages per Visit) and the by-Program table — all from GA4, filtered to /academics/*. Numbers will be small while the new site builds traffic. Still dummy: Conversions by lead type, Curriculum / Video / FAQ / Admissions Contact bars, Referral source table, User Type pie, Device pie, Geography map, Conversions by Program table. These need GA4 custom events from GTM (Ben + Julia) and/or filtered backend endpoints.

Program Content

SCORECARD
Visits
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SCORECARD
Visitors
--
SCORECARD
Visit Duration
--
SCORECARD
Pages / Visit
--
TABLE

Visits, Visitors, Duration, Pages / Visit by Program

LINE GRAPH

Visits and Leads Over Time

BAR GRAPH

Conversions by Lead Type (Apply, Request, Schedule)

BAR GRAPH

Secondary — Curriculum Views by Program

BAR GRAPH

Secondary — Video Engagement by Program

REFERRAL

Visits, Conversions + Secondary Actions by Referral Source

BAR GRAPH

Secondary — Admissions Contact by Program

TABLE

Secondary — FAQ by Program

PIE / DONUT

Visits and Conversions by User Type (New / Returning)

PIE / DONUT

Visits and Conversions by Device (Desktop / Mobile)

GEO MAP

Visits and Conversions by Geography

TABLE

Conversions by Program

Partial dummy data — Non-Program Content
Live: News Views scorecard + News stories table (filtered to /about/news/*), Events Views scorecard + Events table (filtered to event-related pages). Site recently launched, so per-article volume is still building. Still dummy: Referral-source breakdowns, Program-conversion bars, RSVP counts (need GA4 events via GTM), Video/Podcast section (waiting on Sprout YouTube re-auth + n8n update to capture views / watch time).

News Content

SCORECARD
News Views
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TABLE

News Views, Visitors & Avg Time by Story

TABLE

News Views and Visitor by Referral Source

BAR GRAPH

Program Conversions Among News Viewers

Events Content

SCORECARD
Events Views
--
TABLE

Events Views, Visitors & Avg Time by Event

TABLE

Events Views and RSVP by Referral Source

BAR GRAPH

Program Conversions Among Events Viewers

Video / Podcast Content

SCORECARD
Video Views
2.8K
SCORECARD
View Duration
1:48
TABLE

Video / Podcast Views, Duration by Video

LINE GRAPH

Video / Podcast Views Over Time

BAR GRAPH

Program Conversion Among Video Audience