Google Ad Reporting gives you live performance data for your childcare center's digital advertising campaigns. Track how your ads are performing and make data-driven decisions to fill more enrollment spots while maximizing your marketing budget.
Key Metrics Explained
1. Impressions
An impression is counted each time your ad appears on a search results page or website within the Google network. This tells you how many people saw your ad, even if they didn't click it.
2. Clicks
When someone clicks on your ad — like the headline or phone number in a text ad — Google counts that as a click. This shows you how many people took action after seeing your ad.
3. Conversions
A conversion happens when someone completes an action you've defined as valuable on your enrollment site. Common conversions for childcare centers include:
- Scheduling a tour
- Filling out an enrollment inquiry form
- Downloading your parent handbook
- Calling your center directly from the ad
The goal is turning visitors into enrolled families.
4. Client Spend
This is your total advertising cost, including what you pay Google plus any management fees. Only Enrollio administrators can see this full breakdown.
5. Average CPC (Cost Per Click)
CPC is the average amount you pay each time someone clicks your ad. Several factors influence your CPC:
- Your daily budget
- Number of impressions
- Geographic location and time of day
- Competition for childcare keywords in your area
Higher CPC means it costs more to get someone to your site, but quality traffic is worth the investment.
6. Cost Per Conversion (CPA)
Also called Cost Per Acquisition, this measures the average cost to get one new prospective family to take action. Calculate it by dividing your total ad spend by the number of conversions.
Example: If you spent $500 and got 25 tour bookings, your CPA is $20.
7. Conversion Rate
Your conversion rate shows what percentage of people who clicked your ad actually completed a valuable action.
Formula: (Conversions ÷ Clicks) × 100
Example: 50 conversions from 1,000 clicks = 5% conversion rate
8. Revenue
Revenue is calculated from enrollment opportunities marked as won in your enrollment pipeline. Each won opportunity should have a monetary value attached — this represents tuition secured from that family.
9. ROI (Return on Investment)
ROI measures how much revenue you generated compared to what you spent on ads. It's the ultimate measure of whether your advertising is profitable.
Formula: (Revenue - Ad Spend) ÷ Ad Spend × 100
A positive ROI means your ads are making you money. A 300% ROI means you earned $3 for every $1 spent.
10. Sales
In Enrollio, "sales" refers to enrollment opportunities that have been marked as won in your enrollment pipeline. These are families who have committed to enrolling at your center.
11. CPS (Cost Per Sale)
This shows how much you spent in advertising to secure each enrolled family.
Formula: Total Campaign Cost ÷ Number of Won Enrollments
Example: If you spent $800 and enrolled 4 families, your CPS is $200 per enrolled family.
12. Leads
Leads are prospective families who have shown interest by:
- Submitting a contact form
- Responding via your chat widget
- Calling your center
These are enrollment opportunities in the "open" stage of your pipeline — they haven't enrolled yet, but they're interested.
13. CPL (Cost Per Lead)
CPL measures how much you spend to get one prospective family into your enrollment pipeline.
Formula: Total Campaign Cost ÷ Number of Open Opportunities
Example: $600 spent ÷ 30 new inquiries = $20 CPL
Using These Metrics Together
Track these metrics over time to understand which ads bring in quality families at the best price. Focus on improving your conversion rate and lowering your CPS to maximize the impact of your marketing budget.
[SCREENSHOT: Overview of the Google Ad Reporting dashboard in Enrollio showing multiple metrics side by side]
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