Measure it
How we'll know the quizzes pay off
One funnel for every quiz, one set of fields on every lead, and one report that joins them to enrolment. The headline number isstudents per 1,000 quiz leads, compared with the same channel's normal lead form.
Funnel
One funnel, nine steps
| # | Step | Event | Definition | Source |
|---|---|---|---|---|
| 1 | View | quiz_view | Placement or quiz page seen | Web analytics |
| 2 | Start | quiz_start | First answer given | Web analytics |
| 3 | Complete | gate_view | Reached the lead form (all questions answered) | Web analytics |
| 4 | Lead | gate_submit | Form submitted with consent | Salesforce |
| 5 | Result | result_view | Result seen (with or without lead) | Web analytics |
| 6 | Next step | cta_click | Primary CTA clicked (program, advisor, apply) | Web analytics |
| 7 | Inquiry / application | — | Lead converts or applies (matched by email) | Salesforce → C360 |
| 8 | Student | — | Attended at least one term | Camu → C360 |
| 9 | Retained | — | Enrolled in the next term | Camu → C360 |
Also logged per question: question_answered (q, a), interstitial_view, gate_skip. Drop-off by question tells us which question to cut.
Data flow
From answer to enrolment
1
Quiz
Answers, outcome, placement, UTM
2
Web analytics + Meta CAPI
Funnel events; quiz-completer audiences for ads (with consent)
3
Salesforce lead
Quiz fields on the lead; routing rules send 'this December' to admissions
4
Nurture + admissions
Email sequence by outcome; advisor sees the answers
5
C360
Lead → application → student → retained, by quiz and campaign
C360 already links leads, applications and Camu terms per person. Adding Quiz_Id and Quiz_Campaign to the lead is enough to report every campaign down to retention, the same way the dashboard reports channels today.
CRM
New Salesforce lead fields
Quiz_Id__cWhich quiz (data-fit, digital-fit, …)Quiz_Campaign__cCampaign slug; ties spend to outcomeQuiz_Placement__cmeta-ad, web-section, search-ad, emailQuiz_Outcome__cResult shown (e.g. steady, da, funding)Quiz_Answers__cAll answers as JSON, for analysisPrior_College__cNone, < 2 years, 2+ yearsWork_Status__c / Work_Hours__cFull-time, part-time, freelance · < 30, 30–40, 40+, shiftingFunding__cSelf, family, employer, needs aidStart_Horizon__cNext term, ≤ 6 months, exploringParent_or_Student__cRestores the flag lost in 2025Consent_DPA__cConsent timestamp and wording versionThe lead-scoring model is at chance today (AUC 0.54) because the lead form carries too little. It notes that prior college, employment type and income would be needed; these fields supply the first two and a funding proxy for the third.
Scorecard
What we report every two weeks
Quiz health
- Start rate
- Completion rate
- Drop-off by question
- Outcome mix
Campaign return
- Leads and cost per lead
- Lead → application (30 / 90 days)
- Students per 1,000 leads
- Cost per enrolled student (needs spend data)
Data return
- Share of leads with prior college, work and funding filled
- Parent-flagged leads
- Next-term retention of quiz leads vs others
Test plan
First four experiments
| Test | Where | Measure | Why |
|---|---|---|---|
| Gate before vs after the result | Data Fit (TOFU) | Leads per 1,000 visitors and lead → application | Before usually wins on volume; after may win on quality. |
| Proof interstitial on vs off | Work & study | Completion rate | Checks that the '2 in 3 work' screen earns its extra tap. |
| 6 vs 9 questions | Digital-college fit | Completion and lead → inquiry | More questions = better data, if people finish. |
| Mobile field optional vs absent | Transfer Check | Form conversion and contact rate | Settles the email-only question with data. |
Caveat: the customer analysis loads no spend data, so today's channel numbers are yield per lead, not cost per student. Loading spend is a prerequisite for the cost KPIs.