CTM Blog

Case Studies

How CTM Resulted in a 52% Increase in Donations

by Jessica Michaels

When I arrived at Rawhide Boys Ranch several years ago, I quickly recognized the need for tracking lead calls in addition to lead form submissions to track and measure the effectiveness of our various online ad campaigns for vehicle donations. In the last 3 years of using CallTrackingMetrics, we have seen a 52% increase in car donations, and without it we wouldn’t have been able to properly optimize for maximum donations while minimizing ad spend.

Within a few months, we had CallTrackingMetrics setup for these campaigns:

  1. Adwords PPC
  2. Bing/Yahoo PPC
  3. TV ads
  4. Organic traffic
  5. YouTube
  6. Retargeting via Adroll

In the following separate markets:

  1. Milwaukee
  2. Madison
  3. Green Bay/Appleton/Oshkosh
  4. Lacrosse/Eau Claire
  5. Wausau

And now we even track specific types of vehicle donations with separate CallTrackingMetrics numbers:

  1. Cars/Trucks
  2. Boats
  3. Motorcycles
  4. Motorhomes & Campers

With this level of sophisticated, laser targeted approach, we were able to understand how our calls for various vehicle donations were performing and add significant understanding to our Cost-per-Acquisition metric, since we receive 200% more phone calls than we do lead form submissions from our strictly online campaigns.


Miles Anthony Smith,

Director of Digital Marketing

@ Rawhide Boys Ranch