Managing registrations and traffic as separate funnel events
Reframed mixed campaign results so clicks, registrations and conversations could be evaluated against the right KPI.
Problem
When registrations and link clicks sit in one account view, a combined result count loses economic meaning and can reward the wrong campaign.
Solution
- Evaluated registrations by cost per registered user
- Evaluated traffic by CPC and visit quality
- Stopped comparing prices for fundamentally different events
Results
- 13 + 12 registrations
- $3,356.33 spend in the selected view
- Traffic and message tests reported separately