Introduction
A stock trading platform was spending on Google Ads without a reliable way to trace signups back to specific campaigns. RethinkingWeb built a custom data layer and lead attribution setup in a fast three-week engagement.
The result is clear, campaign-level visibility into which ads are actually driving qualified leads.
Problem Statement
Leads couldn't be reliably traced back to the campaigns that generated them, which made it hard to know where marketing spend was paying off. The team needed accurate attribution without a lengthy platform overhaul.
Solutions
RethinkingWeb implemented a custom tracking and attribution layer. Key elements included:
Custom Data Layer
A structured JavaScript data layer capturing key user actions.
Google Ads Conversion Tracking
Conversions tied back to the specific ad and campaign that drove them.
Lead Attribution Reporting
Reporting that shows which campaigns generate qualified leads.
Analytics Configuration
Tracking configured to match the platform's actual signup funnel.
Implementation
The engagement covered data layer design, event tracking implementation across the signup funnel, Google Ads conversion configuration, and validation of attribution accuracy, completed in three weeks.
Results & Achievements
The platform came away with reliable, campaign-level marketing data:
Accurate Attribution
Leads are now traceable back to the campaigns that generated them.
Informed Budget Decisions
Marketing spend can be allocated based on real performance data.
Fast Turnaround
The full implementation was completed in three weeks.
Conclusion
By building a custom data layer and connecting it to Google Ads, RethinkingWeb gave the platform's marketing team the campaign-level visibility they needed to spend with confidence.