The Ask
As a post-92 institution, Cardiff Met relies on the busy Clearing period to fill final course vacancies leading into the September intake. Adgen was tasked to meet and exceed student recruitment targets while improving upon delivery costs.
Our Approach
As part of larger campaign preparation, the Adgen team performed an in-depth audit of previous campaign activity, uncovering legacy tracking issues throughout the university’s analytics and ad accounts. Our team got to work, frequently collaborating with the university’s team to migrate systems over to GA4, repair links within Tag Manager and ad engine tracking pixels, and identify all possible conversion events throughout the student journey.
Armed with new data, the team implemented fresh creative tests, identified new channel opportunities and audiences, and supported both optimisations and budget investment decisions that drove impactful results.
Results
Altogether, the results of this data-led approach delivered over 50% of the reported conversions during the entire Clearing period, significantly contributing towards Cardiff Met achieving their YoY growth targets. Several highlights included 60% YoY conversion growth on Google ads, a 120% YoY increase in reach across Meta platforms, and 12m impressions across OOH channels, all while decreasing CPC.
