Optimising Paid Media Attribution with Delacon: How NIB Improved ROI by 20%

_{The Challenge:}
Linking Offline Sales to Digital Data

NIB is one of Australia’s leading private health insurers, dedicated to helping members access affordable healthcare. With a strong focus on digital innovation and data-driven marketing, NIB operates a robust multi-channel paid media strategy to drive new customer acquisitions.

With half of all sales occurring via offline channels like their contact center, NIB needed a solution to bridge the gap between digital marketing efforts and phone conversions. By integrating Delacon’s Call Tracking, NIB gained greater visibility into offline conversions, allowing them to optimize their paid search strategy and improve marketing efficiency.

Challenges for NIB included:

• Untracked Offline Conversions – 50% of NIB’s total sales happened via phone calls, yet attribution gaps made it difficult to connect these conversions to digital marketing efforts.
• Lack of Full-Funnel Visibility – Without accurate data on offline sales, NIB’s paid media strategy was missing critical insights on which channels and keywords were driving real business value.
• Optimisation Limitations – With incomplete data, campaigns couldn’t be fully optimised, leading to missed opportunities for efficiency and improved ROI.

“We are always looking for ways to improve our media attribution and effectiveness. Through conversations with our media agency, we discovered Delacon’s offering and saw a real opportunity to better understand how paid media drives conversions through our contact centre.”

– Mitch Lehman,Media Marketing Manager, NIB

_{The Solution:}
Call Tracking for Paid Search Attribution

To solve this attribution gap, NIB conducted a trial of Delacon’s Call Tracking solution in 2021, focusing on their primary sales conversion channel – paid search.

Call Tracking & Attribution

• Integrated Delacon’s Call Tracking to capture phone conversions from paid search campaigns.
• Tracked Google Click ID, campaign data, keywords, and user sessions to match calls to digital ads.
• Passed conversion data back to Google Ads to optimize bidding strategies for higher-performing keywords.

Seamless Data Integration

• Collaborated with Google, Delacon, and NIB’s media agency to ensure best-practice implementation.
• Connected Call Tracking data with Google Analytics to automate data feeds and reporting.
• Enabled cross-team collaboration between marketing, data, and tech teams to align objectives and execution.

“We worked closely with Delacon, Google, and our media agency to stitch together data points and optimize our campaigns. The trial showed us that we could significantly improve ROI by better attributing offline conversions.”

– Mitch Lehman,Media Marketing Manager, NIB

_{The Results:}
Improved ROI and More Accurate Targeting

• 📈 20% Increase in ROI from better attribution of phone conversions.
• 💰 More accurate paid media optimization, reducing wasted ad spend.
• 🎯 Improved lead targeting using real-time conversion data in Google Ads.
• 📞 Established a scalable model for future Call Tracking expansion.

“One of the most compelling insights from our trial was a 20% increase in ROI from better understanding the full customer journey, including offline conversions.”

– Mitch Lehman,Media Marketing Manager, NIB

_{Looking Ahead:}
Expansion and Channel Exploration

Following the success of Delacon’s Call Tracking integration for paid search, NIB is now planning to:

🔹 Expand Call Tracking to other digital performance channels, beyond paid search.
🔹 Automate real-time data passback into search platforms for smarter bidding strategies.
🔹 Refine digital media attribution to extract greater value from performance channels.

With Delacon’s Call Tracking and Call Management solutions, NIB now has the data-driven insights needed to optimize marketing spend, improve customer acquisition, and drive better business results.

_{Watch the Case Study:}
NIB & Delacon