Building analytics from scratch for LeadVenture
About LeadVenture
LeadVenture provides software and data solutions for automotive dealerships and equipment manufacturers. Managing multiple brand websites, including Dealer Spike and TCS Tire, they help automotive and equipment businesses with marketing tools, inventory management, and eCommerce platforms.
Beyond integration – analytics engineered around the business
At first, this might look like a standard GA4, GTM, and Looker Studio implementation.
But this wasn’t an install-and-connect exercise. LeadVenture didn’t need another analytics integration; they needed a custom analytics implementation around their business model, their growth trajectory, and their future roadmap.
Their reality was complex: multiple brands, evolving brand websites, potential future acquisitions, new campaigns, and teams that needed to be able to manage analytics without IT. All of this needed to work together, consistently and at scale, across an entire portfolio.
So instead of simply stacking analytics solutions, LeadVenture and rtCamp architected a custom analytics ecosystem.
- GA4 for flexible, event-based behavioral measurement
- GTM for modular tracking logic that can expand as the business does
- Looker Studio for decision-ready reporting anyone can use
And while these solutions are standard, nothing about the implementation was standard; every major piece required custom rules, purpose-built tracking logic, and customized reporting models to make the whole analytics system work the way LeadVenture needed.
Going beyond reporting – building clarity, truth, and context
Making analytics useful meant transforming raw data into insight, connecting journeys, and ensuring accuracy, one step at a time.
Not just numbers – meaning
LeadVenture wanted to understand what users actually did – not just vanity metrics. Working with rtCamp, they implemented event-based tracking to capture behavioral signals like scroll depth (25%, 50%, 75%, 100%), button clicks, content engagement, and time on page.
Form submissions, CTA clicks, video engagement, file downloads – each interaction tracked and measured. The data now told a story, showing how users interacted, where they engaged, and what led them to convert.
Every step, every channel, one connected journey
Attribution modeling and Google Signals revealed which touchpoints led to conversions, even across devices and return visits. Instead of fragmented metrics, LeadVenture now sees complete user journeys from first interaction to conversion.
“With six brands serving very different audience profiles, we can make budget reallocation decisions in a single day instead of over the course of a week. We can identify wasted spend faster, tighten audiences, and protect efficiency across the portfolio.”
– LeadVenture Marketing Leadership
Clean, trusted, decision-ready data
LeadVenture needed data they could trust. They established internal traffic filters, standardized UTM logic, and organized channel naming to ensure accuracy and consistency.
Reports now reflect reality, clearly show which campaigns, channels, and platforms are performing, giving leadership the clarity to reallocate budgets and shift campaigns fast.
Accurate channel attribution across the marketing mix
LeadVenture ran campaigns across paid, organic, and offline channels – but needed to see what actually worked, not everything lumped into generic “Direct” or “Organic” buckets. Working with rtCamp, they configured custom channel grouping to handle their marketing mix. The system categorizes traffic accurately regardless of source, giving the team clearer visibility into which campaign channels drive results across their six-brand portfolio
Content grouping across six brands
Across six different brands, LeadVenture wanted to see which content actually performed. Working with rtCamp, content grouping was implemented using the same technical approach. Each brand sets up its own categories based on their content structure; some group by hierarchy (pillar pages, supporting content, blog posts), others use different groupings that fit their site.
This lets each team see performance at the content level: which content drives engagement, which pages convert, and where users spend time. Marketing updates these categories through the same CSV workflow used for conversion tracking.
One user, one journey – built for a multi-brand portfolio
Because many of LeadVenture’s brands use multiple subdomains—for example, dealercarsearch.com uses info.dealercarsearch.com for resources and content user journeys were being fragmented. Every time a visitor moved between subdomains, maintaining analytics continuity was challenging.
So rtCamp implemented cross-subdomain tracking to maintain journey continuity within each brand’s ecosystem. Now, when a user browses across subdomains or returns later on another device, the system identifies them as the same person, not a separate visit.
This gives every LeadVenture brand a true view of how users move across their experience, how they engage across subdomains, and what ultimately led to conversion.
The result: complete journey clarity for every brand.
Once the analytics were in place, managing tracking became effortless
A practical challenge quickly emerged: how would LeadVenture’s marketing teams handle ongoing tracking needs? Every new landing page, button, or form would normally require developer help through Google Tag Manager, slowing campaigns and adding friction.
Tracking that evolves with the team – not with engineering queues
After setting up GTM containers for each brand, rtCamp built a system that gave marketing full control. rtCamp configured custom events for all key interactions, right from demo submissions to content downloads and button clicks.
Then rtCamp took it a step further, moving tracking configuration into simple CSV files stored in GitHub.
Now, every brand has a live CSV sheet dedicated to content grouping and conversion rules – something the marketing team can update themselves. New landing pages can be added as conversions by updating the sheet, with tracking going live immediately, enabling campaign-ready tracking in minutes, not weeks.
Tracking time-to-conversion for smarter marketing decisions
LeadVenture wanted more than conversion counts: they wanted to understand momentum. How long does it take someone to convert? Which campaigns bring fast-moving traffic? Which channels need nurturing?
GA4’s standard conversion timeline wasn’t granular enough to support this level of insight.
And so rtCamp built a custom solution to capture precise time-to-conversion data, showing exactly how long it takes users to move from first visit to conversion.
Now the team can see not only what converts – but how quickly. That shift unlocked smarter budgeting, more precise nurturing, and better forecasting.
“We’re now able to spot and address impression share drops within about a week, which helps maintain more consistent conversion performance across campaigns. Today the reports directly support our weekly optimization cycles, especially around impression share and CTR.”
– LeadVenture Marketing Leadership
Dashboards that turn data into clear business insights
Once the tracking was in place, there was still one more challenge: making the data usable. Numbers alone weren’t enough – the marketing teams and executives needed insights they could act on without digging through GA4 or learning technical reporting tools.
So rtCamp built custom Looker Studio dashboards aligned to LeadVenture’s real business workflows, making reporting easy for their team.
- Global Website Reports standardized across all brands,give leadership clear visibility into each brand’s performance with consistent metrics and format
- For the marketing teams, Campaign Performance Reports make it easy to compare results, see which efforts drove ROI, and shift budgets toward what actually works, especially during seasonal promotions where timing and response matter.
- Page and channel reports help identify which landing pages convert best, which channels bring quality traffic, and where improvements would create the biggest lift. Conversion journey reports reveal how users move through the funnel and where they hesitate or drop off.
- And for day-to-day insight, Event Summary dashboards show what users actually interact with — which buttons they click, which forms they complete, and what truly captures their attention.
Data-driven decision-making isn’t limited to analysts anymore; it’s part of how everyone works.
“Instead of manually pulling platform data or asking Demand Gen for one-off insights, the team can self-serve from a single source of truth. The dashboards save the marketing team roughly 10–20 hours of manual reporting and data gathering per month. That shift lets us spend more time interpreting performance rather than assembling it. The dashboards cut down on ad-hoc data pulls and ‘can you check this?’ requests to engineering. We’re averaging close to zero ad-hoc data extract requests to engineering in a typical month. When we’re scoping a new initiative, we can pull historical engagement, top-performing assets, and impression share trends instantly. That upfront clarity keeps us from spinning our wheels; the strategy phase is now several days faster.”
– LeadVenture Marketing Leadership
When Looker Studio couldn’t do it, rtCamp used GA4 Explore instead
Some advanced analysis, like funnel exploration and user paths exploration, wasn’t possible in Looker Studio. Instead of sacrificing insight, rtCamp built a hybrid approach: Looker Studio for standard reporting and GA4 Explore for advanced funnel and path analysis. LeadVenture’s team can now see actual user navigation patterns – which pages drive conversions, where users hesitate, and which paths lead nowhere.
A partnership that didn’t end at launch
Once the infrastructure was live, the work didn’t simply stop. As LeadVenture redesigned its sites and migrated some over to WordPress, rtCamp stayed close – tuning tracking, strengthening configurations, and evolving the setup along with their roadmap
rtCamp didn’t just build the system; it was designed for LeadVenture to own it.
Through structured handover sessions, rtCamp walked LeadVenture’s marketing and operations teams through everything: how to update tracking through the CSV workflow, how to access attribution data, and how to pull insights from Looker Studio.
Looking ahead
As LeadVenture launches new campaigns, brands, and experiences, their analytics framework moves with them – flexible, scalable, and fully aligned with how their teams work.
- They now have not just data but clarity.
- Not just dashboards but direction.
- Not just infrastructure but ownership.
If you’re managing multiple sites and need analytics that scales with your infrastructure, we’d love to help.
Get in touch to talk about building a scalable analytics infrastructure.
