Case Study: Paychex achieves unified tracking of phone and form leads with Ion Interactive

PayChex - Customer Case Study

Paychex, a leader in payroll, HR and benefits serving over half a million small and mid-sized businesses, faced a measurement gap: prospects frequently called as often as they completed forms, but their ad management tools couldn’t track phone leads. Marketing had to manually merge data from separate systems to evaluate paid-search performance—an effort that revealed calls made up close to 70% of paid-search leads and prevented scalable, accurate landing-page testing.

By integrating ion’s cloud-based landing-page platform with Mongoose Metrics call tracking, Paychex consolidated phone and form conversions into a single view, enabling accurate attribution and rapid optimization across 250+ paid-search landing pages. The unified analytics let the team segment traffic (as Jesse Kanclerz notes), uncover that search and branded terms drive more calls than display, and confidently run tests and tailor CTAs to improve campaign ROI.

Paychex

Jesse Kanclerz

Search Marketing Analyst