IN BRIEF 
The Marketing Journey Dashboard is the reporting layer of Growth Engine. It brings your advertising data together with your Customer Portal activity so you can see how ad spend turns into registrations and revenue at each Location. Use it to measure Return on Ad Spend (ROAS), understand where your traffic comes from, and review the activity attributed to your ads.

• Overview
• Accessing the Dashboard
• Step-by-Step Instructions
  • Ecommerce
    • Available Controls
    • Metrics
  • Portal Traffic
    • Available Controls
    • Metrics
  • Attribution
    • Available Controls
    • Metrics
  • Google Ads
    • Available Controls
    • Metrics
  • Meta Ads
    • Available Controls
    • Metrics
  • Additional Notes
    • Date Controls (Shared Across All Categories)
    • Data Sources and Refresh Timing
    • Why Attribution Depends on the Relay Script
• Troubleshooting & FAQs
• Related Articles

Overview

The Marketing Journey Dashboard is the reporting layer of Growth Engine. The dashboard brings your advertising data and your Customer Portal activity together in one place, so you can see how ad spend turns into registrations and revenue at each Location.

The analytics draw on two sources: performance data pulled directly from Google Ads and Meta, and activity captured in your Customer Portal. Combining the two lets the System calculate Return on Ad Spend (ROAS) and present the supporting detail behind it. The dashboard includes:

• Ad spend, clicks, and impressions pulled from your connected Google and Meta accounts,
• Customer Portal revenue and key events, such as purchases and lead submissions,
• ROAS, calculated by comparing ad spend against attributed portal revenue,
• An ad fraud view that flags suspected bot clicks from low-quality sources,
• Keyword performance for your Google campaigns,
• Location-of-presence and area-of-interest maps showing where your traffic originates, and
• An attribution view listing the families associated with tracked activity.

Data collection begins as soon as the Feature is enabled and is refreshed about every five hours. Accurate attribution depends on the Attribution Data Relay Script being installed on any website that hosts your ads, since the script is what connects an ad click on your own site to the resulting Customer Portal activity.

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Accessing the Dashboard

If your account is configured to provide the Marketing Journey Dashboard, it appears as a separate option on your landing page.

To access the Marketing Journey Dashboard:

1. Log in to the Office Portal.
2. From the landing page (Welcome or Dashboard), select Marketing Journey.

If you do not see Marketing Journey, your account may not currently have access to this Feature.

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Step-by-Step Instructions

The Marketing Journey Dashboard provides a number of metrics organized under the following categories: Ecommerce, Portal Traffic, Attribution, Google Ads, and Meta Ads. Select a category to view its metrics, then use the available controls to filter what you see.

Each category shares a common set of date controls. To keep this article readable, the full Date control options are listed once under Additional Notes; each category below references them rather than repeating the full list.

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Ecommerce

Use the Ecommerce category to see how portal visitors move from viewing items to purchasing, and how that activity converts into revenue.

Available Controls

• Account
• Location
• Date (see Date Controls under Additional Notes)
• Marketing Source
• UTM Campaign

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Metrics

• Total Portal Visits - total number of Customer Portal visits recorded, based on data that meets the parameters established by the Controls.
  • NOTE: This total includes every visit to the site, even when the site is visited from the same device more than once. For example, four visits from the same account count as four separate visits.
• Unique Portal Visitors - total number of unique visitors to the Customer Portal, based on data that meets the parameters established by the Controls.
  • NOTE: This total counts each visitor to the site separately, even when the site is visited from the same device multiple times. For example, four visits from the same device count as one unique visitor.
• New Accounts - the total number of new Family accounts created via the Customer Portal, based on data that meets the parameters established by the Controls.
• Items Viewed - total number of items viewed via the Customer Portal, based on data that meets the parameters established by the Controls. This number includes events (class/camp/appointment/party), Gift Certificates, and Point of Sale products.
• Items Added To Cart - total number of enrollments/bookings, Gift Certificates, or Point of Sale products added to the Customer Portal shopping cart, based on data that meets the parameters established by the Controls.
  • NOTE: This total includes every item added to the cart, regardless of whether the item was actually purchased.
• Items Purchased - the total count of enrollments/bookings, Gift Certificates, Anniversary Charges, and Point of Sale products purchased via the Customer Portal, based on data that meets the parameters established by the Controls.
  • NOTE: This metric counts each enrollment, booking, Gift Certificate, Anniversary Charge, or Point of Sale product separately.
• Total Purchases - the total number of purchase transactions that were recorded via the Customer Portal, based on data that meets the parameters established by the Controls.
  • NOTE: This metric counts each purchase as a single transaction, regardless of how many individual enrollments/bookings, Gift Certificates, and Point of Sale products were included in the purchase.
• Revenue - the total amount of revenue generated by the total purchases recorded via the Customer Portal, based on data that meets the parameters established by the Controls.
  • NOTE: Revenue is based on the subtotal of the shopping cart at the time the purchase is made. This is to account for scenarios where full payment is not required at checkout.
• Items Viewed (Chart)
  • Shows a breakdown of the data included in the Items Viewed metric, based on the total view count for each item type.
    • Select a specific slice of the chart, then click the down arrow in the upper right-hand corner of the tile to drill down to a more detailed view of the data based on the Program, Level, and/or Item Name.
• Items Added To Cart (Chart)
  • Shows a breakdown of the data included in the Items Added to Cart metric, based on the quantity of each item type that was added to the shopping cart.
    • Select a specific slice of the chart, then click the down arrow in the upper right-hand corner of the tile to drill down to a more detailed view of the data based on the Program, Level, and/or Item Name.
• Items Purchased (Chart)
  • Shows a breakdown of the data included in the Items Purchased metric, based on the quantity of each item type that was purchased.
    • Select a specific slice of the chart, then click the down arrow in the upper right-hand corner of the tile to drill down to a more detailed view of the data based on the Program, Level, and/or Item Name.
• New Accounts And Purchases Vs. Revenue
  • Reflects the number of sign up/new account or purchase events that occurred based on data that meets the parameters established by the Controls, and how much revenue those events generated during the same periods.
    • Events are represented by a bar chart, with revenue shown as a line graph.
    • Clicking the up or down arrows in the upper right-hand corner of the tile allows you to drill down or zoom out to narrow or widen the period of time reflected by the data.
• Class Enrollment Types
  • Reflects the total number of class enrollments that were created via the Customer Portal, based on data that meets the parameters established by the Controls. This data is then broken out by enrollment type (ACTIVE/TRIAL/MAKEUP/WAIT/ONE DAY).
• Event Breakdown By Item Type/Program/Level/Name
  • Reflects specific actions users take while browsing or purchasing an item. The grid shows how often each action/event occurred and lets you break those actions down by Item Type, Program, Level, and individual item name.
  • Expand a specific Item Type to view actions by Program, Level, or Item Name.
• Revenue By Item Type
  • Shows a breakdown of the data included in the Revenue metric, based on the quantity of each item type that was added to the shopping cart.
    • Select a specific slice of the chart, then click the down arrow in the upper right-hand corner of the tile to drill down to a more detailed view of the data based on the Program, Level, and/or Item Name.

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Portal Traffic

Use the Portal Traffic category to understand who is visiting your Customer Portal, where they come from, and how they move through the purchase funnel.

Available Controls

• Account
• Location
• Date (see Date Controls under Additional Notes)
• Marketing Source
• UTM Campaign

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Metrics

• Total Portal Visits Per Day
  • Reflects the total number of focused (i.e., excluding bot traffic) Customer Portal visits recorded, based on data that meets the parameters established by the Controls. By default, this data shows the number of browsing sessions per week, broken out by Location.
    • Click on a specific Location on the right-hand side of the tile to limit results to a specific Location. Clicking the up or down arrows in the upper right-hand corner of the tile allows you to drill down or zoom out to narrow or widen the period of time reflected by the data,
• Logged-In User Locations
  • Displays a map of active families based on their physical address on file.
• Purchase Funnel
  • Breaks down the number of Portal Visits to show how users progress through the steps leading to a completed purchase. A typical funnel may include:
    • new_session: The user established a new Customer Portal session.
    • view_item: The user viewed an item.
    • add_to_cart: The user added the item to their cart.
    • begin_checkout: The user started the checkout process.
    • purchase: The user completed the transaction.
  • Each stage shows an event count; the counts usually decrease as users move through the funnel because some users stop before reaching the next step.
• Customer Portal Referrer
  • Shows which domains sent visitors directly to the Customer Portal. Each bar represents the number of Customer Portal visits associated with that referrer domain. This helps identify where Customer Portal traffic is coming from.
• Location Website Referrer
  • Shows the domains that sent visitors to the location’s public website before they potentially continued into the Customer Portal.
    • NOTE: A logarithmic scale compresses large differences in values so smaller data points remain visible. Bar lengths are not directly proportional; hover over the bar and use the displayed totals for accurate comparisons.
• Traffic By Device Type
  • Shows how visits are distributed across device categories, such as desktop computers, mobile phones, and tablets. This helps identify which devices customers most often use to access the Customer Portal.
• Traffic By Browser
  • Shows how visits are distributed across different web browsers, such as Safari, Chrome, Edge, Firefox, etc. This helps identify which browsers customers most often use to access the Customer Portal.

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Attribution

Use the Attribution category to review the individual events and transactions attributed to tracked activity, down to the family and item level.

Available Controls

• Account
• Location
• Date (see Date Controls under Additional Notes)
• Marketing Source
• UTM Campaign
• Event
  • add_to_cart
  • begin_checkout
  • lead_form_submitted
  • login
  • logout
  • new_session
  • purchase
  • remove_from_cart
  • sign_up
  • view_cart
  • view_item
• Logged In?
  • No
  • Yes
• Device ID
• Family ID
• Item Category
  • NULL
  • anniversary-fee
  • appointment-booking
  • camp-enrollment
  • class-enrollment
  • gift-certificate
  • party-additional-guest
  • party-addon
  • party-booking
  • party-package
  • party-station
  • product
  • punch-card-pass
• Item Variant
  • NULL
  • ACTIVE
  • WAIT
  • active
  • deposit
  • fee
  • full amount
  • makeup
  • one-time
  • punchcard
  • recurring
  • trial
  • wait

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Metrics

• The Attribution table lists the following details for each tracked event:
  • Timestamp
  • Account
  • Location
  • Device ID
  • Family ID
  • Guardian ID
  • First Name
  • Last Name
  • Event
  • Item Type
  • Item Name
  • Item Variant
  • Item Price
  • Item Quantity
  • Transaction ID
  • Purchase Subtotal
  • Purchase Discount
  • Purchase Promo
  • Credit Applied
  • Purchase Tax
  • Purchase Total
  • Referrer
  • Tracking Data

If needed, click the Actions button (three dots) in the upper right-hand corner of the table to download the results in CSV or Excel format.

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Google Ads

Use the Google Ads category to measure the cost and performance of your connected Google campaigns and see how they contribute to portal activity and revenue.

Available Controls

• Account
• Location
• Date (see Date Controls under Additional Notes)
• Campaign
• Ad/Asset Group
• Ad

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Metrics

• Impressions
  • The number of times an ad was displayed on Google or within the Google advertising network. An impression does not mean the user clicked or interacted with the ad.
• Cost Per 10 Impressions (CPTI)
  • The average amount spent for every 10 times the ads were displayed.
    • Formula: (Ad Spend / Impressions) × 10
• Ad Clicks
  • The number of times users clicked a Google ad. This indicates how much direct engagement the ads received.
• Cost Per Click (CPC)
  • The average amount paid for each ad click.
    • Formula: Ad Spend / Ad Clicks
• Portal Visits
  • The number of visits to the Customer Portal that can be associated with Google Ads. Depending on the tracking rules, one person may generate more than one portal visit.
• Cost Per Portal Visit (CPPV)
  • The average advertising cost required to generate one attributed Customer Portal visit.
    • Formula: Ad Spend / Portal Visits
    • This helps show whether ad clicks are successfully reaching the portal rather than dropping off before the portal loads.
• Attributed Revenue
  • Attributed Revenue is the revenue credited to customers or purchases associated with Google Ads by iClassPro (or Growth Engine).
• Ad Spend
  • The total amount spent on Google Ads during the selected reporting period.
• Return On Ad Spend (ROAS)
  • The overall average amount of attributed revenue generated for each dollar spent on advertising during the selected date range.
    • Formula: Attributed Revenue / Ad Spend
    • For example, a ROAS of 4.00 means the ads generated $4 in attributed revenue for every $1 spent. If displayed as a percentage, the same result would be 400%.
• Ads Cost By Campaign/Group/Ad
  • A breakdown of advertising spend at different levels:
    • Campaign: The total cost for the overall advertising campaign.
    • Ad Group: The cost for a group of related ads and keywords within the campaign.
    • Ad: The cost associated with an individual advertisement.
  • This helps identify which campaigns, ad groups, and ads are consuming the advertising budget.
• Ads Performance By Campaign/Group/Ad
  • A more complete comparison of results at the campaign, ad-group, and individual-ad levels. It may include impressions, clicks, portal visits, purchases, revenue, CPC, conversion rates, and ROAS.
  • This helps determine which parts of an advertising strategy are producing the strongest results. Google Ads supports reviewing performance across campaigns, ad groups, ads, and keywords.
• New Accounts Generated
  • The number of newly created customer accounts attributed to Google Ads during the selected period.
• Ad Spend Per New Account
  • The average advertising cost required to generate one new customer account.
    • Formula: Ad Spend / New Accounts Generated
    • This may also be described as the cost to acquire a new account.
• Total Purchases
  • The total number of completed purchases attributed to Google Ads. This counts transactions rather than the amount of revenue generated.
• Ad Spend Per Purchase
  • The average advertising cost required to generate one attributed purchase.
    • Formula: Ad Spend / Total Purchases
    • This helps evaluate how efficiently the ads convert spending into completed purchases.
• ROAS Over Time
  • A segmented view of ROAS across the selected date range, such as by day or week. This shows how advertising returns changed over time and helps identify periods of stronger or weaker performance.
• Suspected Rate Of Fraudulent Ad Clicks
  • The estimated percentage of ad clicks identified as potentially invalid or fraudulent based on suspicious activity, such as repeated clicks, automated traffic, abnormal click patterns, or traffic from questionable domains.
    • Formula: (Suspected Fraudulent Clicks / Total Ad Clicks) × 100
    • Because this is a fraud estimate, it should not necessarily be interpreted as the number of clicks officially invalidated or refunded by Google.
• Average Click Fraud Rate by Week
  • The average percentage of suspected fraudulent clicks for each week. This allows users to identify increases, decreases, or recurring patterns in potentially fraudulent activity.
• Domains Flagged As Likely Fraud
  • The websites or referring domains whose traffic patterns have been classified as likely fraudulent or suspicious.
• Domains Flagged As Likely Legitimate
  • The websites or referring domains whose traffic patterns have been classified as normal or likely generated by genuine users,
• Location Of Presence (Top in Location_of_presence_city_name)
  • The cities where users were physically located, or regularly located, when they interacted with the ads.
    • Top in Location_of_presence_city_name would show the city that generated the highest result for the selected metric, such as clicks, visits, or purchases.
• Area Of Interest (Top in Area_of_interest_city_name)
  • The cities users demonstrated interest in, even when they were not physically located there. Interest might be inferred from search activity, browsing behavior, or location-related search terms.
  • Top in Area_of_interest_city_name would show the city receiving the most location-related interest for the selected metric.
• Keyword Performance
  • A breakdown of how the keywords used to target Google Search ads are performing. It may show metrics such as:
    • Impressions
    • Ad clicks
    • CPC
    • Portal visits
    • New accounts
    • Purchases
    • Attributed revenue
    • ROAS
  • This helps identify which targeted keywords are generating visibility, engagement, conversions, and revenue—and which keywords are spending money without producing meaningful results.  

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Meta Ads

Use the Meta Ads category to measure the cost and performance of your connected Meta campaigns and see how they contribute to portal activity and revenue.

Available Controls

• Account
• Location
• Date (see Date Controls under Additional Notes)
• Campaign
• Ad/Asset Group
• Ad

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Metrics

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Additional Notes

Date Controls (Shared Across All Categories)

Every category shares the same Date control. You can filter by a relative date range or an absolute date range.

• Relative Date By
  • Years
    • Previous Year
    • This Year
    • Year to Date
    • Last Number of Years
    • Next Number of Years
    • Exclude Previous
  • Quarters
    • Previous Quarter
    • This Quarter
    • Quarter to Date
    • Last Number of Quarters
    • Next Number of Quarters
    • Exclude Previous
  • Months
    • Previous Month
    • This Month
    • Month to Date
    • Last Number of Months
    • Next Number of Months
    • Exclude Previous
  • Weeks
    • Previous Week
    • This Week
    • Week to Date
    • Last Number of Weeks
    • Next Number of Weeks
    • Exclude Previous
  • Days
    • Previous Day
    • This Day
    • Till Day
    • Last Number of Days
    • Next Number of Days
    • Exclude Previous
• Absolute Date Range
  • From/To

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Data Sources and Refresh Timing

The dashboard combines two data sources: performance data pulled directly from Google Ads and Meta, and activity captured in your Customer Portal. Data collection begins as soon as the Feature is enabled and is refreshed about every five hours, so recent activity may take a short time to appear.

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Why Attribution Depends on the Relay Script

Accurate attribution depends on the Attribution Data Relay Script being installed on any website that hosts your ads. The script is what connects an ad click on your own site to the resulting Customer Portal activity, which is how the System is able to attribute revenue back to specific ads and calculate ROAS.

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Troubleshooting & FAQs

• I don't see Marketing Journey on my landing page. What's wrong?
  • This usually means your account isn't currently configured for the Feature. The Marketing Journey Dashboard is part of Growth Engine, so confirm with iClassPro that it is enabled for your account.
• My dashboard looks empty or my numbers seem incomplete. Why?
  • Data collection begins only after the Feature is enabled, so you won't see activity from before that point. If revenue or attribution still looks low, confirm that the Attribution Data Relay Script is installed on every website that hosts your ads, since the script is what links an ad click to the resulting Customer Portal activity.
• How current is the data I'm viewing?
  • The System refreshes the dashboard about every five hours, so recent clicks, visits, and purchases may take a little time to appear.
• Why doesn't my attributed revenue match my Google/Meta Ads Reporting?
  • Many modern browsers automatically block Google Analytics, Google Tag Manager, and Meta Pixel tracking tags. Even when using the automatic tracking feature, your customer's device may prevent accurate analytics from reaching your ad provider, resulting in lower numbers in your provider's reporting. Ad providers often try to offset this known gap by estimating attribution, resulting in a higher number. For accurate reporting, your Marketing Journey dashboard does not make estimates; it uses only sales data directly from your Customer Portal.
• How is ROAS calculated?
  • The System calculates Return on Ad Spend (ROAS) by comparing your ad spend against the Customer Portal revenue attributed to your ads. Accurate ROAS therefore depends on correct attribution, which relies on the Attribution Data Relay Script being in place.
• What does the ad fraud view show?
  • It flags suspected bot clicks from low-quality sources and separates domains that appear fraudulent from those that appear legitimate, helping you judge the quality of your ad traffic.

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Related Articles

• How Do I Configure the Marketing Journey Settings?
• How Do I Create and Manage Lead Widgets?
• How Do I Style and Track Lead Widgets with Custom Code?
• How Do I Configure Staff Permissions and User Groups?
• What are the Welcome Page and the Dashboard?

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