A language school offering online classes nationwide. Enquiries are requests for course advice by form or phone.
Monthly Analysis · September 2026 / August 2026
Sample analysis with illustrative findings.
Executive summary
The advertising report appears to show cheaper conversions, but newly counted email clicks explain that improvement. Mobile course-enquiry form completion weakened while desktop gains softened the overall decline. The online Spanish course page is bringing in more enquiries from organic search.
Ad spend£13,200+10% vs August
Comparable enquiries200August: 240
Cost per enquiry£66+32% vs August
The findings · 3 Parse
PARSE 01
Leads look cheaper because the conversion definition changed
Google Ads shows a 22.4% reduction in cost per conversion. On 12 September, however, email-link clicks began counting as primary conversions. They account for 140 of the 340 reported conversions and are not submitted enquiries or completed calls.
Comparing the same form and call actions, enquiries fell from 240 to 200, while cost per enquiry rose 32%, from £50 to £66. The new headline conversion total would give a misleading basis for a budget decision.
Explore the evidence
August and September 2026
Measure
Previous
Current
Google Ads spend
£12,000
£13,200
Form conversions
180
150
Call conversions
60
50
Email-link clicks
0
140
PARSE 02
Desktop gains are concealing a mobile form problem
Mobile form starts increased from 400 to 440, but submissions fell from 120 to 66. Completion dropped from 30% to 15%.
Desktop produced 24 more forms while mobile lost 54, leaving a smaller overall decline of 30. Start with the mobile form journey: the decline is concentrated there even as more forms are being started.
Explore the evidence
August and September 2026
Measure
Previous
Current
Mobile form starts
400
440
Mobile submissions
120
66
Desktop submissions
60
84
PARSE 03
The online Spanish course page is turning greater search reach into more enquiries
Google Search clicks to /online-spanish/ rose from 500 to 900. Forms submitted by GA4 sessions arriving on that page through Google organic search increased from 20 to 36.
The form rate held at 4%: more sessions reaching this course page, rather than a higher form rate, explain the increase. With site-wide search clicks up 10%, this page is outperforming the broader acquisition trend.
Explore the evidence
August and September 2026
Measure
Previous
Current
Page search clicks
500
900
Google organic landing sessions
500
900
Forms from those sessions
20
36
Additional context
Business Spanish: first course enquiries
The campaign started on 5 September and brought 617 sessions and 18 course-enquiry forms.
About these numbers
Enquiries are form submissions or defined Ads call conversions, not qualified leads or won customers. Email-link clicks are separate. GA4 and Ads conversions use different measurement and are not added together. Form-event definitions are stable across devices and periods.
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