How Digital Leaf and Back In Motion Used Delacon’s Call Tracking to Accurately Measure Cost-Per-Lead

_{The Challenge:}
Accurately Measuring the True Cost-Per-Lead

Adelaide-based boutique agency Digital Leaf specialises in high-performance lead generation campaigns for local and national clients. One of their key clients, Back In Motion Health Group, is Australia’s largest and fastest-growing physiotherapy franchise, with more than 40 locations nationwide.

The Back In Motion National Support Office engaged Digital Leaf to run an online campaign to generate bookings, both online and by phone, for all Melbourne-based clinics.

A cost-per-lead (CPL) benchmark of $20 was established before launch. While Google Analytics made it easy to track website form submissions, Digital Leaf’s experience suggested that around 60% of leads would call directly rather than complete an online form.

Without a reliable way to measure these inbound calls, the campaign’s success and true CPL would be significantly under-reported.

_{The Solution:}
Integrating Delacon’s Call Tracking for Full Attribution

To close this data gap, Digital Leaf partnered with Delacon to implement advanced Call Tracking
across the campaign.

Delacon’s solution captured and attributed all inbound calls to their originating marketing source—ensuring Digital Leaf could measure total lead volume from both online form submissions and phone enquiries.

The call tracking data was combined with Google Analytics and campaign reports, allowing Digital Leaf to present a complete and accurate CPL figure to the client.

_{The Results:}
True Cost-Per-Lead Revealed and Well Below Benchmark

By incorporating call tracking data, Digital Leaf and Back In Motion gained an accurate picture of campaign performance:

• Without call tracking: measured CPL = $44.50, well above the benchmark
• With call tracking: true CPL = $17.80, comfortably below the $20 goal

The inclusion of phone call attribution proved that the campaign was more than twice as cost-effective as initially reported, demonstrating the value of tracking both online and offline conversions.

Back In Motion was delighted with the surge in leads and the improved visibility into how customers were responding to marketing campaigns.

_{Looking Ahead:}
Setting a New Benchmark for Franchise Marketing Success

Following the success of the campaign, Back In Motion now plans to use Delacon’s call tracking solution across its entire franchise network to measure and optimise future campaigns.

By combining digital analytics with call intelligence, the franchise has established a new performance benchmark for lead generation and marketing ROI.

With Delacon’s technology, Digital Leaf continues to deliver transparent, data-driven campaign results for clients across Australia—proving that every call counts.