See Spark Go: Multi-Brand Franchise Attribution Across 10 Service Brands

The Challenge

They could see leads, but not which ad sources drove closed franchise deals.

See Spark Go and their franchise development client struggled with:

• Multi-brand complexity: 10 separate franchise brands requiring isolated reporting and portfolio-level visibility
• Fragmented data sources: Facebook & Google Ads disconnected from HubSpot & Salesforce pipelines
• Attribution blindness: No connection between ad spend and closed franchise agreements
• Manual reporting burden: Separate reporting for each brand would require unsustainable effort
• Client visibility gap: No white-labeled way for the franchise company to access live performance
• Landing page blind spots: No behavioral tracking or engagement analytics across brand sites

The Solution

To deliver full-funnel visibility across all brands, MetricMaven deployed a templated, scalable reporting architecture across six core layers:

1. Data Integration & Infrastructure

MetricMaven built a unified, automated data pipeline across all marketing and CRM systems:

• MetricMaven Connectors: Configured automated extraction from Facebook Ads API, Google Ads API, HubSpot, and Salesforce
• BigQuery Warehouse: Centralized data storage with schema designed for multi-brand architecture
• Templated Data Models: Created a single dbt model template that could be replicated across all 10 brands using the same four platforms
• Automated Refresh: Daily data syncs to ensure real-time reporting across all brands

2. Brand-Specific Dashboard Templates

Deployed a repeatable reporting framework for each franchise brand:

• Ad Performance: Spend, impressions, clicks, CPL by channel
• Lead Tracking: Lead volume and quality by brand
• Pipeline Reporting: Deal movement across franchise stages
• Source Attribution: Which channels influenced each stage

Each brand received a dedicated, consistent reporting environment.

3. Portfolio-Level Unified Dashboard

Created an executive view across all 10 brands:

• Cross-Brand Comparison: Side-by-side performance metrics for all franchise brands
• Portfolio Spend Analysis: Total ad spend and efficiency across the entire portfolio
• Best-Performer Identification: Quickly identify which brands and campaigns drive the best results
• Trend Analysis: Month-over-month and year-over-year portfolio performance

4. Deal Stage by Source Attribution

Connected advertising directly to franchise revenue:

• Source Tracking: Facebook, Google, organic, referral, and direct
• Stage Mapping: Inquiry → Qualified → Contract → Closed
• Conversion Analysis: Channel-level performance at every stage

For the first time, the client could see which ad platforms produced closed franchise deals, not only leads.

5. Landing Page Analytics Implementation

Deployed advanced behavioral tracking across all franchise sites:

• Scroll Depth Tracking: Percentage of page viewed to identify engagement patterns
• Landing Page Effectiveness: Conversion rates, bounce rates, and time-on-page metrics
• Brand-Specific Insights: Individual landing page performance for each franchise brand

6. White-Labeled Client Portal

Delivered a fully branded analytics environment for the franchise company:

• Custom Branding: Portal matched See Spark Go's client's brand identity
• Role-Based Access: Different views for different stakeholders
• Self-Service Reporting: Clients could access dashboards 24/7 without requesting reports

Technical Architecture

The solution used a templated approach where a single data model and dashboard design were created once, then replicated across 10 brands with brand-specific configurations. This architecture ensured:

• Consistent reporting methodology across all brands
• Efficient maintenance (fixes apply to all brands)
• Scalability for future brand additions
• Standardized metrics for portfolio comparison