Making every enquiry measurable across a multi-location organisation
When marketing generates an enquiry, knowing that an enquiry happened is only part of the picture. You also need to know where it came from, what action the person took and which campaign deserves credit. For Sparkways, the objective was to create that visibility across a multi-location organisation with multiple enquiry pathways.
Sparkways
GA4 · GTM · Google Ads · Meta · Conversion Tracking
Tracking + Reporting
The challenge
Prospective families and customers could interact with Sparkways in several ways across different services and locations. Form submissions alone would not provide a complete picture.
Calls, email interactions, childcare enquiries and centre-specific forms all represented meaningful actions that needed to be measured consistently.
The tracking framework
Digicue implemented a conversion measurement framework using Google Tag Manager and Google Analytics 4. Key interactions were configured so meaningful customer actions could be captured consistently rather than relying solely on page views.
- Form submissions
- Phone call interactions
- Email clicks
- Childcare enquiries
- Centre-specific forms and enquiry actions
- Relevant website conversion actions
Advertising attribution
Google Ads conversion tracking was connected to the framework so campaign optimisation could be informed by actual enquiry activity. Meta tracking provided equivalent visibility for paid social activity.
This created a clearer picture of how different advertising channels contributed to customer enquiries.
The result
Sparkways gained a stronger measurement foundation across its website and advertising. Instead of simply knowing how many people visited the website, the organisation could see the actions those visitors took and connect those actions back to the marketing responsible for generating them.
That provides a much stronger foundation for campaign optimisation, reporting and future marketing investment.
Growth System layers involved
1 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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