When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, ancestry.co.uk an online genealogy site, faced a communications problem as the bulk of site traffic was attributed to online search, which was in limited supply. However, instead of changing their communications strategy, ancestry.co.uk undertook an engagement mapping project to prove the value of online display advertising and uplift on the conversion from search to subscription. As a result, vital learning not only prevented a change to the marketing mix but also proved the place of online display in driving response and future growth, with a 260 per cent uplift on the conversion from search to eventual subscription