Case Study: Udemy achieves accurate marketing attribution and improved course caption quality with Qualaroo

How Udemy Learns From Their Students

Udemy, one of the largest online course marketplaces, faced two related challenges: many visitors were being misclassified as “direct” traffic—masking the true sources of awareness—and non‑native English students needed better captioning for English courses. To solve these problems Udemy turned to Qualaroo, using in‑page surveys and the Qualaroo Identity API to ask new and existing students where they heard about Udemy and to collect feedback on machine‑translated captions.

Qualaroo’s targeted surveys allowed Udemy to baseline awareness before campaigns, track changing attribution as advertising and influencer efforts rolled out, and segment responses by location and user ID. Qualaroo also enabled Udemy to solicit caption quality ratings that led to product improvements in caption editing. The insights improved Udemy’s ad spend allocation and global UX, and Qualaroo customers who apply similar segmentation have seen conversion increases of up to 23%.

Udemy

Claire Menke

Director of UX Research