SaaSEdTechGermany, Austria, Switzerland

EdTech SaaS, DACH region

Study tool for medical students - Tracking rebuilt around paid subscriptions, not sign-ups

3 month partnership

I want similar results All case studies

About the client

A SaaS study tool for medical students in Germany, Austria and Switzerland, sold as a subscription with a free trial.

Paid subscription only

Primary conversion

3 months

Partnership

Challenge

When I took over the account, tracking did not tell a free sign-up apart from a paid subscription, so the algorithm was learning from the wrong signal. Branded and non-branded search were mixed together, and acquisition cost was too high for a product with low customer lifetime value.

Strategy

I worked in three steps. Tracking first: I set up micro and macro events (sign-up, trial start, subscription) and kept only the paid subscription as the primary conversion. Then structure: I moved branded search into its own campaign to control impression share, and consolidated non-branded into fewer campaigns so each had enough data. Finally a new channel: a Demand Gen campaign with tight geo-targeting around medical faculties in all three countries. I also tested Performance Max for lead generation.

Stabilisation: tracking

Micro and macro events for sign-up, trial start and subscription. The paid subscription is the only primary conversion, so the algorithm learns from what brings in revenue.