Are you properly assessing your Our Kids campaign performance?
Some common errors our clients make.

To gauge the returns from your Our Kids membership and to understand how families choose you, you may ask families, “Where did you hear about us?”

This can mislead you. First, when a family discovers you on OurKids.net, they’ll normally just say they found you “online” or “on some website.” Sometimes this stems from families not thinking of Our Kids as “advertising,” and so overlooking us when they assume you want to know the ads they’ve seen.

Second, how a family first found out about you isn't the point. What really matters is what influenced their decision to select you. That’s where Our Kids plays the biggest role.

While some families go directly from OurKids.net to your website (or call or email you from our site), these leads represent only a small fraction of those we send you. Many Our Kids leads are INDIRECT: families study your profile, programs, and sessions on OurKids.net and only later visit your website and contact you, making them difficult to trace back to us. This means we’re providing you with far more leads than it may appear.

Keep in mind that emails account for less than 4% of the direct leads our clients receive from us (and an even smaller percent of total leads). Normally, if a family wants to contact you immediately from your Our Kids profile, they’ll first click through to your own website. This means you should focus more on website click-throughs (and indirect traffic from Our Kids) than emails in assessing your Our Kids campaign performance.

The value of a marketing campaign is based not only on how many leads it brings you, but on the quality of these leads. And leads vary dramatically in quality: while some are likely to convert, others aren't. Our Kids provides you with the highest quality leads of any marketing platform.

A family who clicks through to your website from OurKids.net is already well-matched with your program(s). They’ve spent time studying your info on our platform, are interested in what you offer, and have chosen to click through to your website. They’re a committed and educated consumer, and are thus more likely to turn into a registration. If you study your Google Analytics, metrics such as time on site, bounce rate, pages visited, and types of pages visited all give clues to the relevance of traffic from Our Kids—and from elsewhere. Compared to other advertising platforms, Our Kids traffic is typically the most targeted and engaged.

You might see that an ad is associated with registration, and overlook the fact that it did nothing to cause the registration (maybe the registration would have happened even without the ad). Some clients overlook this.

Unlike other forms of advertising—which usually involve interrupting parents and trying to bait them with limited messaging—parents carefully engage with your information on Our Kids, and use it to develop their beliefs about your program(s). Our Kids is an authoritative, third-party platform that has a far stronger influence over families’ registration decisions than other advertising venues. We thus give you a powerful vehicle to boost your inquiries and registrations and build your brand.