Marketing Performance Dashboard for Click-To-Call Campaigns – Maxoderm

About The Project

Maxoderm’s marketing team was drowning in disconnected data. Ad spend lived in Google Ads, call tracking scattered across spreadsheets, sales data buried in the CRM, and revenue metrics locked in financial systems. Nobody had a complete picture of what was actually working.

Supreme Technologies stepped in to fix the problem. We built a unified marketing performance dashboard in Looker Studio that pulls together advertising, analytics, CRM, and financial data into one place. Now their team sees the complete story, from ad impression through phone call to final sale—with metrics that actually matter like MER, RPC, and true cost per acquisition.

Technologies Used

Data Extraction & Automation:  Google Apps Script (API integrations, automated ETL, scheduled data pulls)

API Sources Integrated: Google Ads API, Meta Ads API, GA4 API, CRM API (Zoho)

Data Storage & Management: Google Sheets (lightweight data warehouse, unified structured datasets)

Data Visualization & Reporting: Looker Studio (dashboarding, KPI calculations, multi-source metric blending)

Project Goals

The primary focus of this project was to centralize Maxoderm’s marketing infrastructure and create an automated, reliable system that delivers accurate, real-time insights for leadership.

Unified & Automated Data Pipeline:

Built a fully automated pipeline that pulls advertising, analytics, call tracking, CRM, and revenue data into one place. Google Apps Script handles scheduled API fetches, error management, and alerts, ensuring fresh, cleaned data is ready every morning without manual work.

Centralized Data Warehouse Structure:

Implemented Google Sheets as a lightweight, scalable warehouse where all data sources merge consistently. Ensured proper structuring, formatting, and archiving practices to maintain performance and long-term stability.

Real-Time Marketing Performance Dashboard:

Created a Looker Studio dashboard used by decision-makers daily, providing clear visibility into spend efficiency, call quality, lead approval, and revenue attribution. Designed for quick interpretation and daily operational decision-making.

Actionable Profitability Metrics:

Calculated business-critical performance indicators like MER, RPC, true CPA, and call-answer percentages. These metrics clearly reveal campaign profitability, enabling smarter optimization and budget allocation.

Challenges We Faced

1.  API Rate Limits & Authentication Failures: Every API behaved differently, Google Ads throttled requests, Meta tokens expired unexpectedly, and the CRM sometimes timed out. We had to prevent these failures from breaking the entire pipeline during early-morning runs.
2. Data Schema Chaos Across Sources: Metric names and formats were inconsistent across platforms. “Cost,” “Spend,” “Revenue,” and “Total_Amount” all meant different things. Date formats also varied significantly, requiring translation and normalization.
3. Missing & Incomplete CRM Records: The CRM didn’t always return full lead details. Sometimes revenue was logged before the marketing source. We needed logic that backfilled missing data safely without duplication.
4. Google Sheets Performance Constraints:  With 50,000+ rows accumulating, Sheets began to slow down. We architected a structured, optimized data warehouse setup with append-only logic and automated archival.
5. Complex Revenue Attribution: Customers interacted across multiple platforms before converting. Tracking which campaign truly drove revenue, especially for Click-To-Call, required multi-touch attribution logic across disconnected systems.
   
   

Solution We Offered

Unified Multi-Source Data Pipeline

Developed a centralized data pipeline using Google Apps Script to automatically fetch, merge, and process data from Google Ads, Meta Ads, GA4, CRM, and financial systems. This eliminated manual data collection, ensured consistent schema alignment, and delivered clean, structured datasets ready for reporting.

Automated ETL for Daily Performance Updates

Implemented automated ETL scheduling through Apps Script triggers to extract, transform, and append fresh campaign, call, and revenue data on a daily and weekly basis. This ensured real-time visibility into spend efficiency, lead status updates, and overall funnel performance without manual intervention.

AI-Assisted Data Cleaning & KPI Calculation

Integrated AI-based logic to detect anomalies, normalize missing fields, categorize data, and remove duplicates. Built advanced calculated fields in Looker Studio, such as MER, RPC, CPA+OB, answered rates, and mapped sales, to provide clear, actionable performance insights across campaigns.

Interactive Full-Funnel Performance Dashboard

Created a detailed Looker Studio dashboard visualizing key marketing metrics across the entire CTC funnel. The dashboard included spend and CPC trends, call performance gauges, approval/decline breakdowns, revenue attribution, and efficiency ratios, empowering marketing and sales teams with precise decision-making tools.

The Result

Centralizing Marketing Performance Data For Strategic Decision-Making

Supreme Technologies transformed how Maxoderm understands its marketing:

• The entire data pipeline runs automatically every day, pulling from Google Ads, Meta Ads, GA4, and CRM without manual intervention
• All metrics live in one dashboard instead of being scattered across five different platforms and spreadsheets
• Calculated efficiency ratios like MER (4.88) and RPC ($12.94) now guide budget allocation decisions
• Call performance visibility revealed that gross answered rates (6.9%) outperformed net answered rates (4.2%), pointing to call qualification improvements
• Revenue attribution works by connecting ad spend directly to sales outcomes, not just proxies like clicks

The business impact showed up quickly. High-CPA campaigns got identified and paused, saving thousands in wasted spend. Marketing and sales teams are aligned around the same lead quality metrics. Budget allocation shifted toward campaigns with strong MER and RPC numbers. Reporting time dropped from hours to minutes since everything updates automatically.

Maxoderm’s marketing team now operates with complete visibility into their Click-To-Call campaigns. They know which ads drive quality calls, which calls convert to sales, and which campaigns actually generate profitable revenue, all in real-time, all in one place.

Ready to unify your marketing data?
Contact Supreme Technologies to build your custom analytics solution.