How EC-Council achieved 18% Improvement in ROI by Implementing EasyInsights' Cross-Domain Tracking

The EasyInsights Pixel tracked user movement across the brand's domains and subdomains to accurately map user journey. This information powered EC-Council's marketing budget allocation and improved ROI.

18%

Improved ROI

Technology Used

Cross-domain tracking
Customer journey mapping
Data activation
Automated alerts and monitoring

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Meet the Brand

EC-Council is a premier organization for IT and e-Business certifications, renowned for developing the globally recognized Certified Ethical Hacker (CEH), Computer Hacking Forensics Investigator (CHFI), and Certified Penetration Testing Professional (CPENT)/Licensed Penetration Tester (Master) programs.

With a track record of training over 80,000 individuals and certifying more than 30,000 security professionals, EC-Council's alumni include members from organizations such as the US Army, the FBI, Microsoft, IBM, and the United Nations.

EC-Council's certifications are globally acknowledged and have received endorsements from various government agencies.

The Challenge

EC-Council uses multiple domains and subdomains - for training courses and certification tests. They could not correctly attribute conversions (lead form submission, sign-ups) to the right marketing channels, as the conversion happened on a different domain. There was also the problem of inflated user sessions, and broken referral paths

Say a user arrives at your domain for the first time via Meta Ads, the second time via Google/Organic and the third time via Google/cpc. The third time, they decide to fill the form, and are redirected to a subdomain. This is where the user journey breaks. The lead here is attributed to �Direct� and other touchpoints (Google Ads and Meta Ads) are not taken into account due to absence of cross-domain tracking. This also leads to the problem of inflated user sessions, and broken referral paths.

The Solution

Now they could identify all conversion paths accurately. This meant improved ROAS, and a more accurate assessment of channel-wise and campaign-wise marketing performance.

The Result

By implementing cross-domain tracking, EC-Council was able to -
Accurately map customer journey across all touchpoints
Have a detailed breakdown of marketing performance across channels and campaigns, thereby plugging ad wastages
Solve the issue of inflated user sessions and broken referral paths

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