Case study

Improvement of performance through the reconciliation of online and offline data

+68 %

of leads generated

100 %

centralized data

+12 %

of ROI

Industy : Higher education

Revenu : 25 million euros

Location : France

The challenges

Integrate data from Google Analytics 4, the Oscar CRM, and paid traffic sources into a centralized interface.
Analyze the contribution of each channel, including offline events, to revenue generation.
Optimize the performance of acquisition channels to maximize ROI.

Olena Skrypnyk Director of Admissions, Communication, and Marketing

Since the beginning of our collaboration with TrackAd, we have seen a significant improvement in tracking and analyzing our campaigns. In just two years, our leads have increased by 68% and our ROI by 12%. Thanks to a complete integration of our online and offline data, as well as a connection with our Oscar CRM, we now have a clear and comprehensive view of our performance. An efficient and dedicated team!

The solutions

Development of an automated API connection with the Oscar CRM to centralize data such as lead status (prospects, registered, admitted, withdrawals), their source (ESIEA website, fairs, etc.), and the intended study program (Systems Administrator, Software Developer, Cloud Architect, etc.).
Configuration of lead IDs in Google Analytics 4 and Oscar for comprehensive tracking of the user journey, covering both online and offline interactions with ESIEA.
Real-time calculation of acquisition costs and ROI for each channel, ensuring continuous visibility of performance.