Case Study: National Fitness Center achieves 5.16% incremental new member lift with Goodway Group

National Fitness Center achieves 5.16% incremental new member lift with Goodway Group

The national fitness center, a client of Goodway Group, needed to accurately measure how its mid-funnel paid media campaigns on Google were contributing to new member sign-ups. The goal was to determine the true cost-efficiency of these efforts in order to optimize post-pandemic marketing budgets and strategies.

Goodway Group’s data science and analytics teams implemented a geo-based incrementality test, comparing a control group without the ads to an exposed group with them. The test proved the campaigns were effective, showing a 5.16% lift in new members. Crucially, Goodway Group's analysis revealed that the true cost per acquisition for these new members was 43% lower than what standard attribution reporting had shown.

National Fitness Center