Case Study: Open Colleges achieves clearer TV-to-digital lead measurement with Google Attribution 360

Google Attribution 360 Helps Open Colleges See How TV Ads Turn Into Online Leads

Open Colleges, Australia’s leading online educator, was struggling to measure how its TV advertising influenced online leads and enrolments. Although TV was an important way to reach women aged 25–54, the team lacked clear visibility into the cross-channel customer journey and needed a better way to connect offline media with digital response. They turned to Google Attribution Attribution 360 for help.

Google Attribution 360 enabled Open Colleges to measure the online impact of TV ads, track TV-driven traffic, and optimize campaigns across channels. The results included an 81% mobile share of prime-time attributed visits, 12% greater cost-efficiency for TV ads aired on Mondays and Tuesdays, and a significant uplift among women aged 25–54. With Google Attribution, Open Colleges also improved search bidding and used the insights to build lookalike audiences on YouTube.

Open Colleges

Matt Hill

Head of Brand & Communications