SEM/SEO dashboard
From scattered lead sources to an aggregate view by country and channel.
Anonymized case · internal system
- Role
- Growth · Builder
- Stack
- Apps Script · HubSpot · Privacy-by-design
The problem
Marketing leads arrived scattered, with personal data, and no clarity on which channel or country actually converted.
The system
A pipeline that ingests leads, dedupes, enriches with the HubSpot funnel and publishes a dashboard by country, channel and keyword. A guardrail blocks publishing if it detects PII.
One acquisition view without exposing personal data.
The case connects acquisition data with CRM stages to compare organic SEO and Google Ads SEM by country, channel and period. The diagram illustrates the flow without internal figures or records.
- 01
Unify
Leads were scattered across several sheets. The pipeline brings them together and removes duplicates before producing a regional metric.
- 02
Connect
The data is enriched with the HubSpot funnel. The view shows volume, CRM progress and opportunities by country, channel and keyword.
- 03
Publish with a safeguard
The dashboard presents aggregated figures. A guardrail stops publication if it detects personal information in the output.
If you are building oneDesign lesson: agree on what counts as a unique lead and which CRM stage counts as a conversion before comparing channels. Aggregated data helps only when definitions are consistent and privacy is addressed.
What changed
The work had to be felt in the operation.
- 01
Leads unified in one view
- 02
Personal-data check before publishing
- 03
Shared basis for regional acquisition review
Do you have a similar operating challenge?