Setu Classes Sample case study
Twice as many “leads” as the counsellors could find.
- The platforms counted taps, duplicates and page loads.
Context
Setu runs foundation courses for classes 8 to 10 across two centres. Admissions happen in a six-week window, and Meta and Google both run during it.
The platforms reported plenty of leads. The counsellors said many numbers never answered or had already enrolled.
- What they wanted
- One number for enquiries that the admissions team trusts.
- Constraints
- Admissions window already under way
- Counsellors work from WhatsApp on their phones
- No CRM
What we found
- A tap on the WhatsApp button counted as a lead, even if no message was sent.
- The same parent often tapped three or four times across a visit.
- The form “submit” event fired on page load on one template.
- Meta and Google both claimed the same enquiries, so the combined total was double-counted.
The work
01
An event plan
Named the five events that matter, removed the rest, and fixed the form trigger. Every event now has a plain-language definition the counsellors signed off.
- A tap on the WhatsApp button no longer counts as an enquiry.
- Reported enquiries fell by 42%, and now match the counsellors’ list.
02
A WhatsApp first reply
An automatic first message asks for the student’s class and centre. A reply to it, not a tap, is what now counts as an enquiry.
- One question, answered in a few words.
What happened
Early results, April to June 2026
42%
Reported leads that were not real enquiries
Duplicates, accidental taps and page-load events
1
Weekly sheet everyone uses
Enquiries, callbacks and admissions by source
Early
Cost per admission
Visible for the first time. We will publish it after the window closes.
What we learned
Nobody needed a new dashboard. They needed the old number to mean one thing.
Recognise any of this?
If your situation sounds similar, tell us what you’re working on. We’ll start with the business, then talk about channels.
- hello@growedge.in