Custom Funnel Analytics & Reporting Dashboard
Services
Custom Funnel Analytics, Growth Marketing, SEO
Platforms
Full-Funnel Visibility Unloc
One-Click Revenue Attributio
Project Overview
AVVAY needed a centralized dashboard to easily track and visualize their full booking funnel, including:
- User source/channel attribution (Google Ads, Blog, Email, Organic, etc.)
- Market and city-based reporting (with suburbs rolled into primary markets)
Step-by-step funnel visibility:
- Filtering and drill-downs for dates, campaigns, unique visitors, and Google Ads spend
- Search Results Pageviews by Market
- Listing Pageviews
- Reservation Requests
- Confirmed Bookings (including MySQL integration for backend data)
- Existing Data Studio (Looker Studio) reports were slow, incomplete, or missing custom data fields (like confirmed bookings)
- Needed to blend data from Google Analytics 4, Google Tag Manager, MySQL (custom backend), and Google Ads for end-to-end reporting
- The team wanted a scalable solution that allowed both high-level visibility and deep campaign performance insights for ongoing growth
Project Execution
Conducted a full audit of GA4 and GTM setup; ensured accurate event tracking for all major funnel actions
Designed a custom Looker Studio dashboard with:
- Dynamic filters for market, city, source, campaign, and date
- Rollup logic to map suburbs into main markets (using both client’s market lists and SQL logic for radius-based inclusion)
- Integrated backend SQL data (via secure connector) to show true confirmed bookings and unify front-end and backend metrics
- Custom funnel visualizations to show drop-off and conversion rates at every step
- Connected Google Ads to provide live spend data, campaign filters, and ROI calculations directly in the dashboard
- Added summary cards, custom metrics, and easy export options for team reporting
- Troubleshot and resolved data blend and filter issues for accurate reporting (e.g., included both “fixed price” and “hourly” reservations)
Provided strategic consulting on campaign ROI tracking and marketing measurement best practices
Project Results
- One-click visibility into AVVAY’s full customer journey, from ad click to confirmed booking—filtered by market, campaign, source, or date
- True attribution of ad spend to confirmed revenue for campaign ROI analysis and budget optimization
- Reliable, automated reporting (with backend + frontend data) that saves the internal team hours every week
- Custom logic for “market rollups” lets AVVAY see performance in all core cities and metro areas, not just individual listings
- Highly actionable insights for marketing, sales, and product teams—driving smarter decisions and more efficient growth
