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The Client
Engineers Australia (EA) is the leading Australian professional body and not-for-profit organisation dedicated to advancing the practice of the engineering community. With 115,000 members, including 31,000 students, EA plays a crucial role in accrediting professional engineering qualifications across the country.
Summary
Through our hands-on approach and customised strategy, EA saw significant improvements in their Google Ad campaigns, improving their cost per conversion by more than 50%. Accurate tracking of relevant user actions also led to improved reporting and optimisations of campaigns. Finally, the migration to Google Analytics 4 and the integration of Facebook’s Conversion API improved performance tracking and measurement, providing a more holistic view of digital marketing efforts.
The Challenge
When TMR Agency took over Engineers Australia's Google Ad and Analytics account in 2021, they faced several challenges. Our primary objectives were to:
- Ensure effective tracking of relevant conversions across their various digital platforms
- Optimise and manage a large number of Google search, display, and Performance Max campaigns, including efficient reporting for their management team
- Facilitate the transition from Google Universal Analytics to Google Analytics 4.
- Implement Facebook's Conversion API to enhance data tracking and performance measurement of their social media activities
The Solution
To achieve these goals, TMR Agency implemented a multi-faceted strategy:
Conversion Tracking: We collaborated closely with Engineers Australia’s marketing and web development team to ensure that all relevant conversions were accurately tracked on all platforms. This involved detailed analysis of user behaviour and setting up advanced tracking mechanisms to capture critical user interactions with the Engineers Australia website.
Campaign Management: We restructured the Google Search, Display, and Performance Max campaigns, to be more in line with the organisation’s goals. These campaigns focused on increasing – measurable – member engagement and signups, promoting events, and enhancing the visibility of EA’s services.
Analytics Transition: In line with the shift from Google Universal Analytics to Google Analytics 4, we managed the entire transition process for Engineers Australia. This included setting up event-based tracking and custom reports in GA4 to provide deeper insights into user behaviour and conversion patterns.
Facebook Conversion API Integration: To ensure that Engineers Australia had a comprehensive view of its digital performance, we implemented Facebook’s Conversion API, allowing more accurate data collection and enhanced campaign performance tracking across Facebook’s platforms.
