Overview
See Spark Go, a digital marketing agency, needed a sophisticated reporting solution for their client—a franchise development company managing 10 service brands in their portfolio. The client needed visibility into how advertising performance translated through deal stages in their CRM systems (HubSpot and Salesforce).
MetricMaven built a scalable templated dashboard system that consolidated Facebook Ads, Google Ads, HubSpot, and Salesforce data into unified reports. The solution included brand-specific dashboards, a portfolio-level overview, deal stage attribution, and landing page analytics—all delivered through a white-labeled client portal.
Result: Best-in-class lead generation dashboard scaling across 10 brands, with full visibility from ad spend to closed deals, enabling data-driven optimization across the entire franchise portfolio.
The Challenge
They could see leads, but not which ad sources drove closed franchise deals.
See Spark Go and their franchise development client struggled with:
- Multi-brand complexity: 10 separate franchise brands requiring isolated reporting and portfolio-level visibility
- Fragmented data sources: Facebook & Google Ads disconnected from HubSpot & Salesforce pipelines
- Attribution blindness: No connection between ad spend and closed franchise agreements
- Manual reporting burden: Separate reporting for each brand would require unsustainable effort
- Client visibility gap: No white-labeled way for the franchise company to access live performance
- Landing page blind spots: No behavioral tracking or engagement analytics across brand sites
The Solution
To deliver full-funnel visibility across all brands, MetricMaven deployed a templated, scalable reporting architecture across six core layers:
1. Data Integration & Infrastructure
MetricMaven built a unified, automated data pipeline across all marketing and CRM systems:
- MetricMaven Connectors: Configured automated extraction from Facebook Ads API, Google Ads API, HubSpot, and Salesforce
- BigQuery Warehouse: Centralized data storage with schema designed for multi-brand architecture
- Templated Data Models: Created a single dbt model template that could be replicated across all 10 brands using the same four platforms
- Automated Refresh: Daily data syncs to ensure real-time reporting across all brands
2. Brand-Specific Dashboard Templates
Deployed a repeatable reporting framework for each franchise brand:
- Ad Performance: Spend, impressions, clicks, CPL by channel
- Lead Tracking: Lead volume and quality by brand
- Pipeline Reporting: Deal movement across franchise stages
- Source Attribution: Which channels influenced each stage
Each brand received a dedicated, consistent reporting environment.
3. Portfolio-Level Unified Dashboard
Created an executive view across all 10 brands:
- Cross-Brand Comparison: Side-by-side performance metrics for all franchise brands
- Portfolio Spend Analysis: Total ad spend and efficiency across the entire portfolio
- Best-Performer Identification: Quickly identify which brands and campaigns drive the best results
- Trend Analysis: Month-over-month and year-over-year portfolio performance
4. Deal Stage by Source Attribution
Connected advertising directly to franchise revenue:
- Source Tracking: Facebook, Google, organic, referral, and direct
- Stage Mapping: Inquiry → Qualified → Contract → Closed
- Conversion Analysis: Channel-level performance at every stage
For the first time, the client could see which ad platforms produced closed franchise deals, not only leads.
5. Landing Page Analytics Implementation
Deployed advanced behavioral tracking across all franchise sites:
- Scroll Depth Tracking: Percentage of page viewed to identify engagement patterns
- Landing Page Effectiveness: Conversion rates, bounce rates, and time-on-page metrics
- Brand-Specific Insights: Individual landing page performance for each franchise brand
6. White-Labeled Client Portal
Delivered a fully branded analytics environment for the franchise company:
- Custom Branding: Portal matched See Spark Go’s client’s brand identity
- Role-Based Access: Different views for different stakeholders
- Self-Service Reporting: Clients could access dashboards 24/7 without requesting reports
Technical Architecture
The solution used a templated approach where a single data model and dashboard design were created once, then replicated across 10 brands with brand-specific configurations. This architecture ensured:
- Consistent reporting methodology across all brands
- Efficient maintenance (fixes apply to all brands)
- Scalability for future brand additions
- Standardized metrics for portfolio comparison
The Outcome
The templated dashboard system successfully scaled across 10 franchise brands, providing See Spark Go’s client with unprecedented visibility into their marketing performance and deal pipeline.
- End-to-end revenue visibility: Unified dashboards now track the whole journey from ad impression to closed franchise deal
- True deal-stage attribution: First-time clarity into which channels (Facebook, Google, and others) drive closed revenue
- Landing page performance unlocked: Scroll depth and conversion analytics enabled data-driven optimization across all 10 brands
- Portfolio-level intelligence: Executive views allow side-by-side brand comparison and best-practice identification
- White-labeled client access: 24/7 self-service reporting through a fully branded client portal, eliminating manual reporting requests