We conducted research towards discovering alternative funnels that were generating an influx of potential customers, in the form of enrolments.
We quickly deduced we needed to scout for other conversion points that were although also originating from paid search – weren’t currently attributed and therefore not optimised.
While these conversions generated enrolments and an ultimately resultant revenue – we enabled tracking soft conversion types, such as requests for course brochures.
This specific softer conversion path wasn’t previously accounted for in the site’s user conversions that were generating enrolments. However, site audiences that take a liking to National Training courses, may alternatively elect to download the brochure prior enrolling over a phone-call or email – as compared to the traditional online enrolment route.
These conversions were previously not attributed to paid search campaigns.