Case Study: City of Allen improves ROI tracking and saves time with ACTIVE Network Digital Marketing Services

City of Allen gains ROI tracking for 110,000 residents with ACTIVE Network

The City of Allen faced challenges in marketing its diverse recreation programs. The city's marketing team, led by Jenna Gilbreath, lacked actionable ROI data from its digital ad spend on platforms like Meta and Google, as it could not track how many clicks led to actual program registrations. This made budget allocation difficult. Additionally, managing campaigns in-house was time-intensive, and as a municipal organization, the city needed to be a responsible steward of taxpayer dollars.

ACTIVE Network implemented its digital marketing services as a comprehensive solution. Their team managed campaign setup, execution, and optimization, and used unique conversion codes to track registrations directly driven by ads. This provided the City of Allen with clear ROI data for the first time, enabling data-driven decisions and significant time savings for the in-house team. The partnership ensured marketing dollars were used efficiently, reinforcing the city's commitment to fiscal responsibility.

City of Allen