360° Funnel Tracking & Growth Dashboard for Circles: From Paid Media to Process Automation

Circles is a next-gen telecom company revolutionizing mobile experiences across the globe. I was brought on to build a performance marketing system from the ground up — starting with airtight tracking, Looker Studio dashboards, and Tag Manager integrations. From there, I ran full-funnel paid media campaigns, automated marketing workflows, and helped the team move from channel silos to a unified growth engine. Everything was tracked. Every insight was actionable. Every dollar spent made sense.

Service Areas:
✅ Google Tag Manager & GA4 Setup
✅ Custom Looker Studio Dashboards
✅ Funnel-Based Paid Campaigns (Meta, Google)
✅ Tracking Parameters (UTMs + Events)
✅ Marketing Strategy & Budget Allocation
✅ Automation (Lead Routing, Notifications, Campaign Sync)

📌 The Challenge

Circles needed more than just ads — they needed visibility, accountability, and scalability.

Key challenges included:

  • Fragmented tracking across platforms and no end-to-end conversion visibility
  • Limited data on what parts of the funnel were leaking (install → signup → plan purchase)
  • No consolidated view of campaign performance across regions or platforms
  • Manual workflows that slowed down campaign execution and lead routing

🧠 My Approach

I started with cleaning and connecting the data layer — because performance marketing without tracking is just guessing.

🔧 Tracking & Infrastructure

  • Deployed Google Tag Manager (GTM) to capture all major events (e.g., SIM activation, plan selection, checkout)
  • Configured GA4 and enhanced measurement to handle dynamic content across the website
  • Built custom UTM structures for paid media, affiliates, and referral traffic
  • Set up server-side tagging for privacy compliance and improved attribution

📊 Dashboarding & Attribution

  • Developed Looker Studio dashboards pulling from GA4, Google Ads, Meta, and CRM
  • Visualized performance by funnel stage, geography, creative, and platform
  • Delivered weekly reports + live dashboards for internal stakeholders to monitor CAC, ROAS, and LTV

💰 Paid Media & Funnel Execution

  • Launched Meta and Google Ads campaigns targeting full funnel (awareness → conversion)
  • A/B tested messaging aligned to telecom pain points (price, network quality, flexibility)
  • Built retargeting loops for landing page visitors, SIM cart abandoners, and non-activated users

⚙️ Process Automation

  • Integrated tools like Zapier + CRM to:
    • Auto-tag leads by source and campaign
    • Trigger lifecycle email sequences
    • Route high-intent leads to Sales team based on region

📈 The Results

  • 🎯 Improved lead tracking accuracy to 95%+
  • 📊 Real-time Looker Studio dashboards now used daily by Marketing + Product teams
  • 📈 Cut CAC by 28% within 6 weeks through funnel optimization
  • 📞 Increased plan activations by 36% through retargeting campaigns + automation
  • 💡 Moved from lagging metrics to live campaign decisions with clear ROI visibility

🗣 What the Team Said

“Before this, we were flying blind. Now, every campaign has a purpose, and every insight leads to action. The dashboards alone changed how we think about performance.”
— Marketing Director, Circles

💡 Key Takeaway

Growth without visibility is just expensive guessing.
I helped Circles go from scattered data and disconnected ads — to a unified, trackable, automated growth system that performs.

📍 Need better tracking, reporting, or campaign execution? Let’s engineer your marketing like a performance machine.