Case Study
Conversion Tracking Optimization for Hanoun Institute of Health
Client Overview:
Hanoun Institute of Health specializes in helping women aged 45 and older release excess weight and maintain a healthy lifestyle by focusing on health first. Unlike typical “fad diets,” the institute provides a holistic approach that addresses the root causes of weight gain and promotes sustainable, long-term health changes. Their programs are designed for women who have struggled with weight loss through methods like shakes, pills, keto, fasting, or low-carb diets but have not seen lasting results.
Led by Andrew Hanoun, a Metabolism & Weight Expert with a Doctorate in Naturopathy and a background in Psychology, Neuroscience, and Functional Diagnostic Nutrition, the institute focuses on teaching women how to align their bodies with natural health signals to achieve weight release and maintain it long-term.
Challenge:
Before our intervention, Hanoun Institute of Health faced several challenges with their digital marketing and conversion tracking:
Inaccurate Conversion Tracking: The institute struggled with unreliable conversion tracking, making it difficult to assess the success of marketing campaigns and identify areas for optimization.
Fragmented Data Flow: There were inconsistencies in how data flowed between their website and advertising platforms, causing gaps in the user journey and preventing accurate conversion measurement.
Facebook Attribution Issues: Hanoun Institute had difficulty correctly attributing sign-ups and purchases to Facebook ads, which hindered their ability to evaluate ROI and optimize ad performance.
Our Approach:
To address these challenges, we implemented a comprehensive solution for conversion tracking and attribution, which included the following key actions:
Server-Side Conversion Tracking Setup: We set up server-side conversion tracking for Hanoun Institute of Health, replacing the old client-side tracking setup. This ensured more reliable and accurate tracking of key actions such as program sign-ups, consultations, and purchases. Server-side tracking helped mitigate issues caused by ad blockers and browser privacy settings, ensuring data accuracy.
Elimination of Cookies: The business transitioned to a cookie-free tracking system, in line with modern privacy regulations such as GDPR. This reduced data discrepancies caused by third-party cookies and improved the accuracy of the tracking system.
Click ID Integration: We integrated click_id tracking throughout the entire user journey, ensuring that conversions could be accurately attributed to specific marketing channels. This allowed Hanoun Institute to track users from their initial ad interaction through to the final conversion, providing clear attribution for each marketing touchpoint.
Proxy Purchase Tracking via Zapier: We set up a proxy purchase tracking system using Zapier to capture offline and online purchases and sign-ups. This allowed us to send relevant conversion data back to Facebook, enabling more accurate attribution for all types of conversions, not just those completed on the website.
Results:
The implementation of these strategies delivered significant results for Hanoun Institute of Health:
Reliable Conversion Data: The shift to server-side tracking provided accurate and consistent conversion data, even in the presence of ad blockers or privacy settings.
Enhanced Attribution Accuracy: With click_id integration and proxy purchase tracking, Hanoun Institute could now correctly attribute leads and purchases to Facebook ads, allowing for better campaign performance evaluation and optimization.
Optimized Campaign Performance: The institute was able to use precise conversion data to fine-tune their advertising strategy, optimizing ad spend, identifying high-performing channels, and scaling successful campaigns.