I built this dashboard for a Mumbai-based D2C marketing agency during my time working as a freelance Marketing & Customer Analyst. The goal was to help the team clearly understand how users move through their marketing funnel from impressions to conversions and identify where they were losing potential customers.
This dashboard was used to analyze campaign performance, funnel drop-offs, and conversion efficiency, enabling better decision-making around ad spend and user acquisition strategies.
This project focused on breaking down the entire user journey into a structured and measurable funnel. The tricky part was not just visualizing data, but to make it actionable for business decisions.
Firstly, I connected and structured data from Google Analytics (GA4) and campaign reports into a clean dataset using Excel and Power BI. This involved aligning metrics like impressions, clicks, leads, and conversions across multiple campaigns and sources.
Secondly, I also design a funnel visualization system to clearly show drop-offs at each stage. I create calculated metrics for conversion rates, CTR, and drop-off percentages, ensuring that each step of the funnel could be analyzed independently.
I also built supporting visuals such as:
This allowed the team to quickly identify which campaigns were performing well and where improvements were needed.
The dashboard helps uncover that the largest drop-off was happening between impressions and clicks, indicating issues with ad creatives and targeting.
By highlighting these gaps, the team was able to:
This led to more efficient ad spend and better conversion outcomes.