Case Study: Open Colleges achieves TV-to-online lead attribution and improved ROI with Google Analytics Solutions

Google Attribution 360 helps Open Colleges see how TV ads turn into online leads

Open Colleges, Australia’s leading online educator with 150+ courses and a core audience of women 25–54, struggled to quantify how TV advertising translated into online leads. In a data-driven culture they couldn’t see the cross‑channel customer journey or measure TV’s direct impact, making it hard to optimize media spend and creative choices.

By deploying Google Attribution 360 to link TV spots to website behavior, Open Colleges tracked minute-by-minute, cross‑device responses and discovered TV-driven traffic was overwhelmingly mobile (about 81% of prime‑time attributed visits came from mobile, with smartphones dominating). Those insights informed dayparting, creative and bid changes, and lookalike YouTube campaigns—delivering a notable uplift among women 25–54 and a 12% improvement in TV cost‑efficiency for Monday–Tuesday spots.

Open Colleges

Matt Hill

Head of Brand & Communications