La capsula Informativa: From Awareness to Attribution: How Smarter Tracking Informed Enrollment Marketing Decisions

Franco worked with UCS to refine its enrollment marketing approach by aligning goal setting and performance measurement with enrollment projections to enable clearer evaluation of campaign impact and more informed decision-making to optimize enrollment initiatives. 

Enrollment goals were informed by third-party demographic and population projections to better reflect year-over-year enrollment potential. Separate baselines were established for Kindergarten, Young 5 and Schools of Choice initiatives, with success metrics tailored to the distinct purpose of each enrollment pathway. 

To improve performance visibility, Franco implemented Google Analytics, conversion tracking and UTM-based attribution to better understand how families engaged across channels and which tactics contributed most meaningfully to enrollment engagement. This allowed awareness-focused and performance-focused channels to be evaluated based on their intended role. 

With clearer performance signals in place, optimization decisions were guided by measurable contribution. Campaign timing and phasing were aligned to observed enrollment behavior, and ongoing optimization focused on tactics that consistently supported enrollment outcomes.