A 39x surge in conversions by tracking better, not spending more
The challenge
NUS Executive Education had the demand-generation problem money alone never fixes: fragmented tracking, a tight budget, and a niche, senior audience spread across several countries. Spending more was not the answer. Knowing what actually converted was.
Measurement first
We rebuilt the measurement before touching the media. Conversion-tracking audits established what was really happening, true-value conversion modelling told us which actions were worth paying for, and that let us reallocate budget across countries to where it performed rather than where it had always gone.
From there we ran a disciplined Search and Display mix against the corrected signals, so every dollar was spent against a conversion we could actually trust.
The payoff
Better measurement, not a bigger budget, moved the numbers. Conversion rate climbed from 0.18% to 7%, a 39-fold jump, and return on ad spend more than doubled over the year.
The Results
Better tracking, better returns
Campaign Assets
The Creative Work
