In two education accounts, most of what was being counted as a lead was a page view.
In two of the education accounts we took over, most of what the account counted was not an enquiry. In one, the action being optimised towards was arriving on the contact page, which was 85% of its counted conversions. The one action that records somebody actually trying to reach the school, a tap on WhatsApp, was 1.0%. In the other account, four in five counted conversions were a single event: spending five minutes on the site. Real registrations and form submissions came to 14%.
What we do with it
We check what the conversion action fires on before reading a single cost-per-lead figure, and we rebuild it where it fires on a page view. Until that is fixed, every budget decision is being made on the wrong number, and the campaigns that look best are usually just the ones sending the most traffic to that page.
Limitations
Two accounts, and one of them is an NGO running skills training rather than a fee-paying school. A third account in the same population runs clean conversion actions, so this is two of three rather than a rule. The 39 WhatsApp taps are themselves taps, not conversations, so the true enquiry count is lower still.
Two Hong Kong education accounts, two separate companies · 17 Jun to 26 Aug 2026 · shares only, no currency