Ad tracking for martial arts gyms and BJJ schools

The question every school owner asks

Did the kids campaign or the adult BJJ campaign produce the families who are still paying tuition six months on? A parent clicks a kids ad; the free trial gets booked; the child enrolls, and the parent signs up for adult classes a month later. Meta counts one lead; your billing counts two tuitions; neither report tells you what the ad was worth. The ad account and the front desk disagree because the platform stops at the trial booking, while a school only earns when the enrollment is paid and, more than anything, when it renews. Attribution, in plain terms, is matching each paying student back to the click that started them, done separately for the kids program and the adult one. Start with how Adsu tracks an ad to a paying student.

How the chain runs in your stack

Most schools run Zen Planner or Mindbody for enrollments, tuition and belts, Stripe behind online sign-ups, HighLevel for the trial booking and the reminders parents need, and Meta and Google Ads for the campaigns. Adsu takes the enquiry and the trial from HighLevel, the tuition payments and the student behind them from your billing system, and campaign and spend from the ad accounts, and joins them into one record per family.

1. 01

   A click on the trial ad

   A parent taps a kids ad, or an adult taps a BJJ trial ad, or one of them calls the school from it. The visit is tied to the campaign, so the kids line and the adult line start separate.

2. 02

   The enquiry lands in HighLevel

   The parent or the adult student leaves a name and a number. The person behind the click is now in your CRM, with the campaign that produced them.

3. 03

   The trial is booked

   The free trial or intro class goes on the calendar. It goes back to the ad platform as a real result, not a form fill.

4. 04

   They come in and take the class

   Showed is kept apart from booked, because trial no-shows are where a school's ad money leaks, especially in kids classes where a parent has to drive.

5. 05

   The enrollment is paid

   The first tuition payment clears in Zen Planner, Mindbody or Stripe. This is the moment the campaign is judged, and the payment account decides which academy gets the credit.

6. 06

   Tuition renews

   Every renewal is carried as revenue from the ad that brought the family in, so a campaign whose students stay for the belt outranks one whose students quit after the first month.

The economics Adsu tracks

• Cost per trial, kids and adults apartA campaign's spend divided by the trials it booked, one line for the kids program and one for the adult one, because the parent who books for a child and the adult who books BJJ for themselves respond to different ads at different prices.
• Cost per enrollmentThe same spend divided by the students whose first tuition payment cleared. It replaces cost per lead as the number you run the school on.
• Trial to enrollment, per campaignEnrolments compared with trials for each campaign, from your own numbers. Adsu does not tell you what a good rate is; it shows you which of your campaigns has the best one and which is booking trials that never enrol.
• Renewals are the numberThe first tuition plus every renewal after it, net of refunds, credited to the campaign. An enrollment that quits after one month and one that stays through three belts look identical at the front desk on day one; they look completely different here.

Two academies, one ad account

Run two academies from one Meta account and one HighLevel, and the ad platform still reports one blended result. Adsu assigns each family to the academy whose payment account took the enrollment, so the line for each location shows the campaigns that produced its students, even when the campaign name says otherwise or the parent enquired at one academy and enrolled at the other. Each academy connects its own billing account; the ad account and the CRM can be shared. A head instructor who runs one location sees that location and nothing else.

Related