Executive overview
What did return?
By audience
Top insights
Audience funnels
From reach to outcome, with the cost at every stage
Logarithmic scale: each gridline is ten times the one before, so millions of impressions and dozens of partnerships fit on one chart.
Cost and conversion by stage
Channels
Where to scale, fix, maintain or cut
Efficiency quadrant · all audiences
Cost index = channel cost per enquiry ÷ median across channels (left is cheaper). Conversion index = channel enquiries per visitor ÷ median (up converts better). Bubble size shows spend. Hover or tap a bubble for its name; the league table below lists every channel.
How to read it
- Scale
- Cheaper than typical and converts better. Give it more.
- Fix
- Converts well but costs more. Work on cost before growing.
- Maintain
- Cheap but converts less. Keep it efficient; do not grow it.
- Cut
- Costs more and converts less. Reduce and reinvest.
Channel league table
Select a column heading to sort. Confidence shows how each channel's data arrives.
Scenario modeller
Move the budget. See the projected effect.
Each channel has a response curve fitted to its 36 months of data, so returns diminish as spend grows. Projections are estimates, labelled as such.
Data confidence
How much weight can each figure bear?
What a real university adds
- Investment: one total to start, or lines by channel, agency, tools, events and staff time
- Website: GA4 visitors by page group, for example /study, /research and /business
- Paid media: spend and clicks from Google, Meta, LinkedIn and TikTok Ads
- CRM: subscribers, enquiries and applications
- Outcomes: enrolments and partnerships from student records or a spreadsheet
Summary for leadership
What changed and why
Written automatically from the computed figures above, and every number in it is checked against them. In the product, an AI writer drafts this summary under the same rule: it may only use figures it is given.