You're spending $180K a month on Meta and YouTube. Your average lead-to-enrollment takes 47 days. Are you optimising the right campaigns?
Most EdTech companies optimise for CPL. The ones growing fastest optimise for enrolled-student CAC — and those are rarely the same campaigns.
The campaign that generated the enrollment enrolled the student six weeks ago
A student who enrolled in March first saw a YouTube pre-roll in October, clicked a Google branded search ad in January, and converted on a Meta retargeting ad in March. Your Meta dashboard takes full credit. So does Google. Your YouTube team says their content drove intent. The attribution meeting takes two hours and ends with everyone keeping their budget. Meanwhile, the campaigns that actually move enrollment are hidden inside a 47-day window no dashboard was built to see.
- ✕CPL is optimised; enrolled-student CAC is unknown
- ✕YouTube and display spend defended on "awareness" — no enrollment link
- ✕Long decision cycle breaks every platform's attribution window
- ✕Meta reports last-click conversions; your LMS reports enrollments — never the same number
- ✕Budget decisions made on top-of-funnel signals, not downstream enrollment data
Track the 47-day journey, not just the last click
Prooflytics connects your ad platforms to your CRM and enrollment data with a configurable attribution window — 30, 60, or 90 days, matching your actual sales cycle. It maps each funnel stage from first click to trial to enrollment, and tracks which campaigns show up at each stage. You stop defending YouTube on faith and start seeing its role in the assisted conversion path. You stop scaling Meta campaigns that drive leads but not enrollments.
- ✓Enrolled-student CAC by channel — not just CPL
- ✓Funnel stage conversion tracked daily: lead → trial → enrolled
- ✓Assisted conversion path visibility across the full 47-day cycle
- ✓YouTube and display campaigns evaluated on enrollment contribution, not clicks
- ✓Daily brief flags when lead-to-trial conversion rate drops before enrollment impact arrives
The metrics EdTech marketing teams report to the board
Cost to acquire a paying enrolled student, by channel and campaign. The number your CFO actually cares about — not form fills.
The percentage of leads who progress through trial to enrollment, tracked by traffic source. Surfaces which channels bring high-intent leads vs. low-quality volume.
Average time from lead to trial and trial to enrollment, by cohort. Identifies which acquisition sources produce faster-converting prospects.
CPL is context. The same $22 CPL means something different if it converts to enrollment at 4% vs. 18%. Prooflytics shows both in the same row.
Which campaigns appeared in the first, middle, and last touch positions for enrollments — across the full attribution window, not just last click.
For subscription and cohort-based programs: LTV of students acquired per channel vs. what it cost to acquire them. The sustainability metric.
How EdTech teams use Prooflytics
Connect your ad platforms and enrollment data
Meta, Google, and YouTube connect via OAuth. Your CRM or LMS connects via webhook — any system that can send an enrollment event to a URL feeds into Prooflytics automatically. No engineering required on your side.
Map your enrollment funnel stages
Define what counts as a lead, a trial, and an enrolled student in Prooflytics. It maps your ad UTMs to your CRM source fields and tracks each stage conversion separately — with a configurable attribution window that matches your cycle.
Daily brief tracks leading indicators, not just lagging ones
You can't see enrollment impact daily — cycles are too long. But you can see CPL trends, trial conversion rate, and funnel stage movement every morning. Prooflytics flags early when a channel's lead quality is degrading, before it shows up in enrollment numbers six weeks later.
Weekly report shows enrollment attribution by source
Every Monday: which channels and campaigns drove enrollments this week, their enrolled-student CAC vs. the prior week, and the campaigns showing strong lead volume but weak downstream conversion — where budget is likely being wasted.
Daily reporting tracks leading indicators — CPL trends, trial conversion rate, funnel stage velocity — that predict enrollment outcomes 3–6 weeks ahead. You see problems before they hit enrollment numbers, not after. The weekly report handles the lagging metrics.
Prooflytics accepts enrollment events via webhook. Any LMS or CRM that can make an HTTP POST when a student enrolls works natively. Most EdTech teams configure this in under an hour with their LMS provider's webhook documentation.
Prooflytics shows YouTube's role in the assisted conversion path across your attribution window. If YouTube pre-rolls appear in the first-touch position for 40% of eventual enrollments, that's visible. If they don't appear at all, that's equally visible — and a clear argument for reallocating budget.
Frequently asked questions
What attribution window does Prooflytics use for EdTech?
Attribution windows are configurable — 30, 60, or 90 days are common for online learning companies. You set the window that matches your observed lead-to-enrollment cycle, and Prooflytics applies it consistently across all channel attribution calculations.
Does Prooflytics connect to learning management systems?
Via webhook. Any LMS that can send an enrollment event — Teachable, Thinkific, Canvas, custom-built — connects to Prooflytics through a standard HTTP POST. Prooflytics provides the endpoint URL and a setup guide. No coding on your side.
Which ad platforms do EdTech companies typically connect?
Meta Ads and YouTube (via Google Ads) cover the majority of EdTech paid spend. Google Search connects for branded and competitor keyword campaigns. LinkedIn is common for B2B EdTech targeting HR and L&D buyers. All four connect via OAuth.
Can Prooflytics track different programs or courses separately?
Yes. You can segment enrollment data by product or program and track funnel conversion and CAC separately per offering. Useful when you run distinct campaigns for different programs that shouldn't be mixed in aggregate.
See which campaigns actually drive enrollments
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