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Institute for Child Success – Search & Engagement Analysis

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Institute for Child Success – Search & Engagement Analysis

Lead Analyst & Strategist

I analyzed ICS’s Google Ads and on‑site behavior data, reviewing 340K+ impressions, 31K clicks, and multi‑step navigation flows to understand which keywords drive intent, where users drop off, and how visitors move toward the IMPACT Measures Tool.

Identified KPI

Increasing high‑intent traffic to the IMPACT Measures Tool by pinpointing the measure‑based and thematic keywords that most effectively convert.

Advanced Analysis

Mapped the top 100 search terms, segmented measure vs. thematic intent, evaluated seasonality trends, and analyzed user pathways from homepage to IMPACT, Resources, and Research & Evaluation content. The work surfaced major drop‑offs, high‑CTR opportunities, and structural navigation issues that informed recommendations for campaign strategy and site UX.

About the Company

Institute for Child Success

The Institute for Child Success (ICS) is an independent research and applied policy organization. ICS works to create a culture that facilitates and fosters the success of all children. ICS supports policymakers, service providers, government agencies, funders, and business leaders focused on early childhood development, healthcare, and education, with the goal of improving the lives of young children prenatal to age eight and their families.