Increasing conversion rate and lowering cost per quality lead with Conversions API for CRM

Objective

Englify, an online platform for learning English, faced the problem of ineffective optimization of advertising campaigns on Meta. Due to insufficient accuracy of lead data and a lack of transparent analytics when scaling advertising, the quality of leads declined and their cost increased.

The main goals of the case study were:

visibility of the entire customer journey from lead to purchase;
optimization at the bottom of the funnel (Qualified Lead, Purchase);
improving lead quality;
reducing lead cost;
transparency in optimization and analytics.

Solution

Admixer Advertising, in collaboration with Englify and with the support of Meta:

implemented Conversions API for CRM with integration into the platform’s custom-built CRM system;
linked CRM events to Ads Manager;
built a full-fledged sales funnel in Meta;
enabled campaign optimization based on CRM events;
achieved transparent attribution and access to performance based on quality rather than quantity.

Results

The transition to CRM event-based optimization has enabled:

optimization of campaigns based on lead quality, not lead quantity;
the ability to see which campaigns are actually delivering results in terms of lead quality and conversion (previously, only cost and lead quantity);
optimization of bottom-of-funnel campaigns (Qualified Lead and Purchase);
the ability to exclude existing customers.

Brand	Englify
Industry	Education
Geography	Uzbekistan
Tools	Conversions API for CRM