Marketing Analytics

Acquisition dashboard

First-party attribution: every visitor gets an anonymous ID, every session carries its channel, and the quote funnel is measured end to end. Lifecycle stages that don’t exist yet (spend, policies, renewals) show example data, clearly marked.

Example data: illustrative numbers for stages that don't exist yet (ad spend, policies, renewals, referrals). Tiles marked EXAMPLE are not measurements.

Measured — last 30 days

Live tracking isn’t configured in this build (missing NEXT_PUBLIC_ANALYTICS_FN_URL). Events still record to Appwrite if the site env vars are set; see APPWRITE_SETUP.md §7 to enable this dashboard.

Unit economics — example data

Example

Monthly ad spend

$2,700

Google + Meta + LinkedIn

Example

Cost per visitor

$0.52

Example

Cost per quote

$14.21

Example

Cost per policy

$71

Example

Renewal rate

79%

Example

Customer lifetime value

$714

$210/yr × 3.4 yr avg

Example

Referral rate

24%

referrals per renewing customer

Example

Revenue, top channel

$3,990

Organic search — the education payoff

Full lifecycle funnel Example

An illustrative steady-state month after launch. Hatched bars are lifecycle stages the site can’t measure yet.

VisitorsExample

5,200

Article readersExample

3,100

Quotes startedExample

310

Quotes completedExample

190

Policies purchasedExample

RenewalsExample

ReferralsExample

How this works: the site writes events to Appwrite (web_events), which sync to BigQuery with a consistent visitor/customer ID through the whole lifecycle. See the funnel overview for the strategy behind it.