Case Study: Franklin University achieves 177% increase in web visitor conversions with dataxu

Programmatic Display Boosts Web Visitor Conversions 177%

Franklin University partnered with DataXu to expand campaign reach and find new prospective students for upcoming programs and locations. While using click- and view-based attribution, the university suspected that mere exposure to display ads created a behavioral “halo” that wasn’t being measured.

DataXu ran a controlled test comparing visitors who had been exposed to their programmatic display campaigns with those who had not, holding other factors constant and tracking conversion from the homepage to the information‑request page. Visitors exposed to one or more ads were 177% more likely to convert, validating the new digital strategy and allowing Franklin to quantify the campaign’s impact on lead generation.

Franklin University