Here's the video script...

Don't Be Impressed With Impressions

Today on The Calculate Minute: why you shouldn’t be impressed by impressions.

When a campaign report leads with impressions, it’s telling you how much you spent, not how well you did. Impressions scale directly with budget. Spend more, get more. Put a blank billboard on the highway, and it earns the same impressions as a beautifully designed one.

Impressions are what you pay for. Everything after that is what you earn.

Clicks tell you someone noticed. Click-through rate tells you your message is resonating. Apply clicks, sitelink clicks, and other ad engagements show they’re taking a deeper interest in your school. Form submissions and phone calls put prospects in your admissions funnel.

And enrolled students? That’s how you know the campaign worked. So don’t measure your campaign by how many people saw it. Measure it by what they did next.

Want campaign reporting that focuses on results, not reach? Let’s talk.

What Should We Cover Next?

Got a topic you want us to cover in a future episode? Drop it in the form below — we're building this series around what you actually want to know.