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Read the case studyMarketing
End-to-end marketing funnel for a CPA network
Connecting advertising costs and registration sources with partner onboarding, activation and actual profit for a CPA network.
Project leadContext and challenge
The CPA network’s marketing team could see leads and registrations but could not always identify their acquisition source. The customer journey after registration was outside the scope of marketing analytics: the team could not tell whether a registrant became an active partner or how much profit they generated. Marketing needed to assess acquisition effectiveness across the full journey from advertising spend to commercial outcome.
My contribution
I led the end-to-end marketing funnel project. Working as a team, we connected advertising sources, web analytics and internal partner data. The solution combined API data collection, standardised UTM tagging, identifier matching, an onboarding funnel and the company’s existing unit economics to assess profit from acquired customers.
Approach and solution
Data collection and standardised UTM tagging
- Built API-based data flows from Google Analytics, Yandex Metrica and Yandex Direct. Traffic and advertising campaign budget data were brought into a shared analytical model to compare acquisition costs with outcomes.
- Updated campaign preparation processes and standardised UTM tagging. Consistent tagging rules made it possible to identify each affiliate’s registration source and link it to the relevant marketing activity.
Linking web analytics identifiers to the internal customer ID
- Worked with the IT department to send the registered customer’s identifier to Yandex Metrica and Google Analytics. This enabled visitor identifiers in the web analytics systems to be matched to the customer’s internal platform ID.
- Used this link to connect acquisition history with the customer’s subsequent progress within the company. Marketing could follow the journey from the advertising source and registration through the later stages of the partner relationship.
Onboarding funnel and drop-off analysis
- Developed an onboarding funnel showing the progression from a new registration to an active partner. In the CPA network, registration was the starting point; commercial activity followed the subsequent onboarding stages.
- Calculated conversion rates between stages and identified where registrations dropped out, including customers who stalled during onboarding. These findings helped account managers select registrants for targeted follow-up and support their progression to active partners.
Assessing acquisition through actual profit
- Connected the funnel to the company’s existing unit economics model. This provided a complete view from the cost of acquiring a potential customer to the actual commercial profit generated through that relationship.
- Marketing gained a self-service tool for analysing channels, funnel stages and the financial results of acquisition. The marketing director used the model to manage the team’s work and select effective acquisition and customer engagement approaches.
Outcome
The company gained an end-to-end assessment of acquisition effectiveness in the CPA network, from advertising costs to profit generated by active partners. Marketing used the data to select the most effective acquisition and engagement approaches and optimise underperforming activities. Account managers gained visibility into onboarding drop-off and a basis for targeted follow-up with registrants who had not become active partners.
This was a team project. Figures are based on the project team’s materials, with my role identified separately.
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I’d be happy to discuss working together
We can discuss ongoing collaboration, a project or a specific analytical task. Contact me by email or WhatsApp.
I live in Tbilisi, Georgia.
I am available for remote collaboration only and am not open to relocation.
I work under employment contracts governed by the Russian Labour Code, civil-law services contracts (GPH), employment contracts governed by the Georgian Labour Code, or as an individual entrepreneur registered in Georgia.