How New Horizons Reduced Cost Per Enrollee by $200 With Better Call Attribution

Customer Overview

New Horizons School is a workforce development and adult continuing education provider focused on helping students advance their careers.

Operating through a franchise-based model, New Horizons uses multiple marketing channels, including Google Ads, SEO, email marketing, social media, and industry partnerships, to generate student inquiries.

With phone calls playing an important role in the enrollment process, New Horizons needed better visibility into which campaigns, keywords, and channels were generating valuable leads.

The Challenge

Before implementing AvidTrak, New Horizons faced several challenges in managing and measuring inbound leads:

Limited Marketing Attribution

New Horizons had difficulty identifying which campaigns and marketing channels were generating phone inquiries and enrollment opportunities.

Rising Acquisition Costs

Without detailed call attribution data, the team had limited visibility into campaign performance and opportunities to improve advertising efficiency.

Inefficient Lead Management

The organization needed better ways to route incoming calls, manage inquiries, and ensure leads reached the right representatives.

Limited Call Insights

New Horizons lacked detailed visibility into phone conversations, lead quality, and the outcomes of inbound calls.

The AvidTrak Solution

AvidTrak implemented a call tracking and analytics solution that connected marketing activity with real customer conversations.

Campaign-Level Call Attribution

AvidTrak helped New Horizons understand which marketing efforts generated phone inquiries through:

• Dynamic Number Insertion (DNI) for paid and organic traffic.
• Keyword-level call tracking for Google Ads campaigns.
• Landing page call tracking.
• Google Ads call conversion tracking.
• Channel-specific call tracking.

This gave the marketing team better visibility into campaign performance and helped identify opportunities to improve advertising decisions.

Intelligent Call Routing

Because New Horizons operates through multiple locations, connecting callers with the right team was important.

AvidTrak supported lead routing through:

• Geographic call routing.
• Zip-code-based routing using IVR.
• Location-specific tracking numbers.
• Automated call notifications through SMS and email.

These capabilities helped improve lead handling and reduced friction during the enrollment process.

AI-Powered Call Analytics

AvidTrak provided deeper visibility into inbound conversations through:

• AI-powered call transcriptions.
• Call analytics and reporting.
• Lead conversation insights.
• Salesforce CRM integration.

The team could better understand call quality, track outcomes, and connect marketing activity with enrollment conversations.

AvidTrak Features Used

• Dynamic Number Insertion (DNI)
• Keyword-Level Call Tracking
• Google Ads Call Conversion Tracking
• AI Call Transcription
• Call Analytics
• Geographic Call Routing
• Zip Code Routing
• Salesforce Integration
• Marketing Performance Reporting

Results

AvidTrak helped New Horizons improve marketing efficiency and gain better visibility into phone-generated leads.

Business Impact Beyond Marketing

By reducing acquisition inefficiencies, New Horizons was able to reinvest savings into broader institutional improvements.

These investments supported:

• Higher instructor compensation.
• Improved educational materials.
• Better student experiences.

Before AvidTrak vs After AvidTrak

The Outcome

AvidTrak helped New Horizons create a clearer connection between marketing campaigns and phone-generated enrollment opportunities.

Through call tracking, AI-powered analytics, smart routing, and CRM integration, New Horizons improved marketing visibility, reduced acquisition costs, and created a stronger data foundation for future growth.

The result was a more efficient enrollment marketing process with measurable improvements in advertising performance and operational outcomes.