Case Study: National Fitness Center achieves 5% incremental new member growth with Goodway Group

New members acquired at 43% less than standard attribution reporting revealed

National Fitness Center worked with Goodway Group to better understand how its mid-funnel paid media campaigns—especially display and discovery through Google—were contributing to new member growth. With post-pandemic marketing budgets under review, the team needed a clearer view of which channels were truly driving sign-ups and delivering the most cost-effective results.

Goodway Group’s data science and analytics team used a geo-incrementality test built on a control-vs.-exposed framework, creating matched market groups and pausing display/discovery spend in the test group while keeping it running in the control group. The test showed a 5.16% lift in incremental new members and revealed that members acquired through the measured media were achieved at 43% lower CPA than standard attribution reported.

National Fitness Center