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

Unified & Automated Data Pipeline 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.

Centralized Data Warehouse Structure

Centralized Data Warehouse Structure Integrated Facebook’s OAuth-based login system, enabling seamless user authentication and social engagement. Added Facebook Sharing functionality to enhance user interaction and organic reach, improving user retention and referral traffic.

Real-Time Marketing Performance Dashboard

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

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

API Rate Limits & Authentication Failures

Each API behaved differently, Google Ads throttled requests, Meta tokens expired, and the CRM timed out. We had to prevent these failures from breaking early-morning pipeline runs.

Data Schema Chaos Across Sources

Metric names and formats varied widely across platforms. Terms like “Cost,” “Spend,” and “Total_Amount” differed, and date formats weren’t consistent, requiring translation and normalization.

Missing & Incomplete CRM Records

The CRM often returned partial lead details. Revenue sometimes appeared before the marketing source, so we built logic to safely backfill missing data without duplication

Google Sheets Performance Constraints

With 50,000+ rows, Sheets slowed down. We designed an optimized, append-only data warehouse structure with automated archival to maintain performance.

Complex Revenue Attribution

Customers touched multiple platforms before converting. Tracking which campaign actually drove revenue, especially for Click-To-Call, required multi-touch attribution across disconnected systems.

Solution We Offered

Unified Multi-Source Data Pipeline

Centralized data pipeline via Apps Script to auto-fetch and merge data from Google Ads, Meta, GA4, CRM, and finance, eliminating manual work and standardizing all datasets.

Automated ETL Updates

Automated daily/weekly ETL triggers to extract, transform, and append campaign, call, and revenue data for real-time performance tracking.

AI-Assisted Cleaning & KPIs

AI logic handled anomaly detection, data normalization, and deduplication. Added advanced Looker Studio KPIs like MER, RPC, CPA+OB, and answered rates.

Full-Funnel Performance Dashboard

Built a Looker Studio dashboard showing spend trends, call metrics, approval/decline breakdowns, revenue attribution, and efficiency ratios.

The Result

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.

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

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