A custom analytics layer built on GA4 360 + BigQuery that closes the gap between digital campaigns and showroom sales across Haval, Tank, and Great Wall Motors.
GA4 360 captures every interaction across haval.com.sa, tank.sa, and GWM sites. Custom GTM layer tracks 40+ automotive-specific events.
Raw event data streams into BigQuery in real time. Ad cost data from Google, Meta, TikTok, Snapchat imported natively. CRM/DMS feed via scheduled sync.
Custom attribution models run in BigQuery ML, stitching digital touchpoints to dealer outcomes. Lead scoring based on engagement signals.
Dashboards for marketing, dealer ops, and leadership. Audiences pushed back to ad platforms. Automated alerts on anomalies and lead quality drops.
| Channel | Spend | Leads | Sales | Cost / Sale | ROAS |
|---|---|---|---|---|---|
| SAR 840K | 812 | 78 | SAR 10,769 | 4.2x | |
| SAR 520K | 498 | 44 | SAR 11,818 | 3.8x | |
| SAR 380K | 402 | 41 | SAR 9,268 | 3.1x | |
| SAR 360K | 285 | 24 | SAR 15,000 | 1.9x | |
| All Channels | SAR 2.1M | 1,997 | 187 | SAR 11,230 | 3.4x |
Score derived from: session frequency, configurator depth, finance calculator usage, brochure downloads, dealer locator clicks, time on model pages, and return visit patterns. Feeds directly to dealer CRM for prioritized follow-up.
| Model | Leads | Test Drives | Sales | Conv. Rate | Avg Cost/Sale |
|---|---|---|---|---|---|
| 524 | 188 | 62 | 11.8% | SAR 9,420 | |
| 412 | 134 | 38 | 9.2% | SAR 11,200 | |
| 298 | 142 | 47 | 15.8% | SAR 10,850 | |
| 140 | 58 | 16 | 11.4% | SAR 13,100 | |
| 312 | 102 | 24 | 7.7% | SAR 14,600 | |
| All Models | 1,997 | 624 | 187 | 9.4% | SAR 11,230 |
Lead-to-sale conversion powered by CRM data stitching. Tank 500 shows highest conversion rate (15.8%) despite lower lead volume, suggesting high-intent audience. GWM Pickup lead quality needs attention.
Pre-built GTM layer with 40+ automotive-specific events: configurator steps, model comparisons, finance calculator, test drive booking, dealer locator, brochure download, and more. Deployed across all three brand sites.
Scheduled data sync between ADMC's dealer management system and BigQuery. Maps digital lead IDs to CRM records, enabling closed-loop attribution from first ad impression to vehicle delivery.
BigQuery ML model that scores incoming leads based on digital engagement signals. Scores pushed to dealer CRM in near-real-time. Updated weekly as the model learns which signals predict actual purchases.
Unified Looker Studio dashboard showing blended performance across Google, Meta, TikTok, and Snapchat. Cost data imported natively via GA4. Revenue data from CRM. True ROAS by channel, model, and city.
Google Consent Mode v2 deployed across all properties. Cookie banner integration, purpose-level consent tracking, data retention policies, and audit logging configured to Saudi PDPL requirements.
Not just dashboards: quarterly media mix review with actionable recommendations. Budget reallocation guidance based on cost-per-sale trends. Lead quality audits by channel and dealer performance benchmarking.