Case Study: eHealth achieves 20% lower CPA and 20% higher conversion rate with Invoca

Finding Marketing Efficiencies and Creating a Seamless Buying Experience with Invoca and Adobe Analytics

eHealth, a leading online marketplace helping millions of Americans—particularly Medicare shoppers—to find the right health insurance, faced a complex blended online-to-phone customer journey. With traffic from multiple channels, five+ websites, and several owned and outsourced call centers, the company had limited visibility into which digital touch points drove phone conversions and relied on a cumbersome system of thousands of static tracking numbers that made accurate attribution and optimization difficult.

By implementing Invoca and integrating call data with Adobe Analytics (with Evolytics’ help) and feeding that insight into bidding and marketing platforms, eHealth gained a complete view of customer journeys and optimized paid media against phone-driven outcomes. The effort delivered a 20% reduction in CPA, a 20% increase in conversion rate, up to a 60% drop in click-to-call CPA, and over $3 million in cost savings—savings that were reinvested to scale high-performing campaigns.

eHealth

Will Guimont

VP Analytics and Reporting