Partnership case study
01 · Results
Four years of bottom-funnel performance, not one reporting window.
Lifetime totals, annual movement, transaction type, and product mix show how consistently career intent became recorded purchase activity.
Creators Agency Proprietary Data
24,744 tracked transactions generated $1.35M in Coursera purchase value.
The full reporting history shows scale, durability, and what viewers chose after clicking—from subscription activity to the certificate paths that drove the most transactions.
- Tracked transactions across the partnership
- 24,744
- New and repeat transactions recorded from March 2022 through July 2026
- Creators Agency Proprietary Data
- Tracked Coursera purchase value across the partnership
- $1.35M
- $1,353,173.01 in recorded purchase activity
- Creators Agency Proprietary Data
- Tracked clicks across the partnership
- 546K+
- 546,461 tracked clicks through July 14, 2026
- Transactions as a share of tracked clicks
- 4.5%
- 24,744 tracked transactions divided by 546,461 tracked clicks
- Average value per tracked purchase
- $54.69
- Lifetime tracked purchase value divided by tracked transactions
- Active reporting months
- 53
- Tracked activity from March 2022 through July 2026
Annual history
The annual performance curve
Three consecutive full years each produced more than $380K in tracked Coursera purchase value. Partial years are marked so the bars remain comparable at a glance.
- Transactions in the peak month
- 1,043
- January 2024
- Tracked purchase value in the peak month
- $99.8K
- $99,824.10 in January 2024
- Full years above $380K in tracked purchase value
- 3
- 2023, 2024, and 2025
Tracked transactions
2022
Partial · Mar–Dec
1,418
2023
Full year
8,186
2024
Full year
7,668
2025
Full year
6,200
2026
Partial · Jan–Jul
1,272
Tracked Coursera purchase value
2022
Partial · Mar–Dec
$61.0K
2023
Full year
$397.4K
2024
Full year
$439.9K
2025
Full year
$382.1K
2026
Partial · Jan–Jul
$72.8K
Transaction type
Most recorded actions were subscription transactions.
The transaction-type split makes repeat purchase behavior visible without treating transactions as unique learners.
- Subscription
- 21,926
- 89% of transactions
- One-time sale
- 2,818
- 11% of transactions
Product mix
Two product families carried 93% of tracked purchase value.
Coursera Plus contributed the largest share of value, while professional certificates generated the majority of tracked transactions.
- Coursera Plus
- $692.3K
- 7,491 tracked transactions · 51% of tracked purchase value
- Professional certificates
- $565.1K
- 13,752 tracked transactions · 56% of tracked transactions
Certificate demand
The certificate paths viewers chose most
The top four professional-certificate paths account for 10,621 tracked transactions.
Google Data Analytics
4,250
Google IT Support
2,444
Google Project Management
2,043
Google Cybersecurity
1,884
Creators Agency Proprietary Data
A separate learner KPI showed the same seasonal upside.
Monthly new paying learners averaged ~270 in 2024, moved to ~300 entering 2025, and reached 500 during the January seasonal peak.
2024 monthly average
~270
Early-2025 monthly average
~300
January 2025 peak
500
+85%
New paying learner peak vs. 2024 monthly average
500 vs. ~270 new paying learners
Creators Agency Proprietary Data. Lifetime reporting covers March 31, 2022 through July 14, 2026. Totals include approved and pending tracked transactions; no reversed transactions are included. Product counts represent transactions, not unique learners. New-paying-learner figures are shown separately and are not added to tracked transaction totals. Percentages are rounded.
02 · The story
How organic product relevance became a four-year acquisition channel.
The chronology shows how natural audience fit became measurable, repeatable, and resilient as Coursera's products and campaign calendar evolved.
Start with organic relevance
Coursera found Shane through an organic Google certificate review—proof that his audience was already using his content to make education and career decisions.
Make the response measurable
Tracked Coursera links turned that natural audience fit into a visible acquisition signal, followed by the first dedicated partnership video in 2022.
Build a repeatable calendar
The work expanded across certificate launches, comparison formats, and promotional moments instead of relying on one creative concept.
Keep the channel learning
Transaction and new-learner reporting informed each new phase, helping the partnership remain active through 2026 as the content and product mix evolved.
03 · Partnership engine
The learner-acquisition loop behind the partnership.
The operating system connects decision-stage content to trackable action, then uses performance signals to choose the next certificate, format, and campaign moment.