Acámica: X2 enrollments scaling digital careers across LATAM

The challenge

Investing in digital advertising across dozens of career programs and an entire continent creates a level of complexity that generic measurement models cannot sustain.

• Each career program has its own audience, decision cycle, and acquisition cost. Treating them uniformly distorts profitability signals and leads to poor budget decisions.
• Operating across multiple countries simultaneously means adapting strategy to different market dynamics, price points, and user behavior, without losing control of overall spend.
• Without a solid measurement layer, scaling investment means taking on risk without visibility: more budget, less clarity on what is working and where.

Our approach

We rebuilt Acámica's digital measurement model from the ground up, then used that foundation to build a campaign operation capable of growing by market and by program without sacrificing efficiency.

1. 01

   Measurement model rebuilt

   We redesigned the tracking and attribution architecture so that every enrollment was tied to the specific market, career program, and sales objective that generated it. That level of granularity was the prerequisite for making investment decisions with precision.

2. 02

   Investment segmented by market and by career

   We structured campaigns around the variables that actually determine profitability: country, program, and funnel stage. Managing more than 200 campaigns monthly reflects that segmentation logic, not a volume-for-its-own-sake approach.

3. 03

   Orderly regional expansion

   As the model proved consistent in the initial markets, we brought more than 5 new countries into the digital strategy. Each addition followed the same measurement and segmentation framework, allowing the operation to scale without losing operational control.