Paid Media Report

Paid Media · Booking engine

The bookings are real. The tracking hides them.

Safe Stop sells secure truck parking in DFW, and the reservation completes off-domain on Wayleadr, not on the website. That one fact shapes the whole report: the source of truth for reservations and revenue is GA4, where Wayleadr fires the booking events. Google Ads imports those events, so it can see and optimize to real bookings; Meta does not receive the off-domain purchase yet, which is why its bookings surface under Direct. Paid media is the primary engine sending drivers to the booking page, and the job now is to make each platform report the bookings it drives, then convert more of the drivers who start a booking but do not finish.

Google Ads 189-920-7417 (Nativz MCC) · Meta act_535984570531158 · GA4 property 518435526 · reservations complete on park.wayleadr.com · currency USD

228

Reservations

160 unique bookers

$9,064

Booking revenue

GA4, all traffic

$31

Cost / reservation

Blended, all traffic

1,107

Booking starts

818 unique visitors

Media spend $7,004 over 30 days (Meta $3,274 + Google $3,731). Reservations and revenue come from GA4, where Wayleadr fires the booking events; both count all traffic, paid and organic, and paid media is the primary driver of new booking-page visitors. Of the 1,107 drivers who started a booking, 228 completed it, a 21% checkout completion.

The story

What the numbers say.

The result, the funnel that produced it, and the one fix that makes the credit match the work.

$9,064

The bookings are real

Paid media drove 228 reservations from 160 unique bookers, worth $9,064 at a blended $31 per booking. This is money on the ground, tracked in GA4 where Wayleadr fires the purchase.

21% completion

The funnel converts

1,107 drivers started a booking and 228 finished, a 21% checkout completion. The remaining 79% drop-off at checkout is the single biggest lever, and it lives in the Wayleadr flow.

→

Next: fix the credit

Meta is the number one source of traffic yet GA4 credits it 0 reservations, because the purchase fires off-domain. Cross-domain tracking plus server-side Purchase to Meta and Google makes each channel report the bookings it earns.

The funnel

From the site to a completed booking.

The journey a driver takes, from landing on the site to completing a reservation on Wayleadr. Reservations are tracked in GA4; paid media is the primary driver of new booking-page visitors.

9,003

Sessions

GA4, all sources

1,107

Booking starts

12% of sessions

228

Reservations

21% of starts

$9,064

Revenue

$40 average booking

Reservations per day

Reservations / day

Best day 17 reservations (Jun 29)Window total 228 reservations at $31 eachShaded = latest 7 days

Booking stage	Events (30d)
Booking starts (begin_checkout)	1,107
Reservations (purchase)	228
Revenue	$9,064

→

The top of the funnel is healthy; the checkout is the leak. Paid media reliably fills the booking page with 1,107 starts, and 228 complete, a 21% checkout completion. Closing more of the 79% drop-off, with retargeting on non-completers and a faster Wayleadr checkout, is the fastest way to grow bookings without spending a dollar more.

Where the reservations come from

Where the reservations get credited.

GA4 credits each reservation to the channel of the session where the purchase fired. Because checkout completes off-domain on Wayleadr with no cross-domain tracking yet, the click that started the booking often loses its source, and the reservation lands under Direct.

Share of traffic vs. share of reservations

Share of traffic Share of reservations

Meta: 55% of traffic, 0% of reservationsDirect: 49% of reservations from 12% of traffic

Channel	Sessions	Reservations	Revenue
Paid Social (Meta)	4,969	0	$0
Direct	1,099	112	$4,504
Cross-network (Google)	1,250	20	$852
Organic Search	647	52	$1,898
Paid Search (Google)	452	39	$1,537
Organic Social	318	3	$220
Other (referral, unassigned)	268	2	$53
Total	9,003	228	$9,064

Read this before judging Meta by GA4. Meta is the number one source of traffic (4,969 sessions) yet GA4 credits it 0 reservations. Those bookings are not missing, they are hiding in Direct: 112 reservations and $4,504 from only 1,099 sessions is a 10% conversion rate that walk-up and returning traffic alone do not produce. Google is the control that proves the leak is off-domain and not a bad ad, GA4 credits google / cpc 59 reservations, which matches Google Ads' own 59 web-purchase conversions almost exactly. The fix is cross-domain tracking to Wayleadr plus a server-side Purchase to Meta and Google, so each platform earns credit for the bookings it drives.

Meta Ads

What Meta actually drove.

Meta cannot count the off-domain booking, but it can count the on-site intent it creates. Over the period Meta produced 433 reserve-parking clicks at $7.56 each, plus the reach that feeds the whole funnel. These are the ads driving that intent, ranked by reserve clicks. Tap any card to watch the ad on Facebook.

149,922

People reached

266,004 impressions

433

Reserve clicks

$7.56 each

4.61%

Click-through rate

12,251 clicks

$0.27

Cost per click

$3,274 spend

#1 by reserve clicks 166 clicks

"Urgency Retargeting" (v4b)

Reserve clicks166 Spend$951 LP views1,253 CTR4.9%

Watch the ad ▸

Prospecting 114 clicks

"Sleep With One Eye Open" (v6)

Reserve clicks114 Spend$772 LP views1,147 CTR4.7%

Watch the ad ▸

Most efficient $3.79 / click

"Secure Parking In Hutchins"

Reserve clicks84 Spend$318 LP views448 CTR4.5%

Watch the ad ▸

Retargeting 52 clicks

"Direct Retargeting" (v4a)

Reserve clicks52 Spend$458 LP views510 CTR4.6%

Watch the ad ▸

Reserve clicks by ad

Reserve clicks

Campaign	Objective	Spend	Reach	Reserve clicks	CTR
NZ02 · Website Click ReserveRetargeting	Warm audiences	$1,409	61,187	218	4.8%
NZ01 · Website Click ReserveCold prospecting	DFW cold audiences	$1,182	60,861	215	4.6%
NZ01 · IG Profile VisitsAwareness	Instagram profile	$683	42,191	n/a	4.2%
Total		$3,274	149,922	433	4.6%

→

Retargeting and the urgency creative carry the intent. The two Website Click Reserve campaigns generate all 433 reserve clicks, split evenly between cold and warm. On the creative, "Urgency Retargeting" and "Sleep With One Eye Open" lead on volume, while "Secure Parking In Hutchins" is the most efficient at $3.79 per reserve click. The Instagram profile-visits campaign runs on a different objective, so it is shown separately and never counted against booking performance.

Google Ads

Search and Performance Max.

Google Ads over the last 30 days. The 308 conversions Google reports blend soft signals with real bookings, so we show the split and lead on the web-purchase count that ties to GA4.

$3,731

Google spend

30 days

308

Conversions

Google-reported

Web purchases

the real bookings

Active campaigns

Search + PMax

Campaign	Spend	Conv.	Cost / conv.	CTR	CPC
NZ · Search · Driver Booking	$2,114	96	$22	7.8%	$5.58
NZ · PMax · Website	$634	92	$7	3.8%	$0.62
NZ · Store Visits	$551	75	$7	3.0%	$0.91
NZ · Search · Business	$432	45	$10	11.8%	$4.03
Total	$3,731	308	$12

What people searched

Search term	Type	Conv.	Cost / conv.
truck parking near me	Non-brand	13	$17
safestop hutchins	Brand	9	$5
safe stop hutchins tx	Brand	6	$4
safestop truck parking	Brand	6	$2
safestop	Brand	5	$9

→

The winning ad is "20% Off Truck Parking Now." It drove 37 conversions at a 6.95% click-through and $21 each. On search terms, "truck parking near me" is the one non-brand term doing real acquisition work at $17 a conversion; the rest are drivers already searching Safe Stop by name. Growth on Google means winning more non-brand demand like that first line.

What GA4 tells us

Three things the data says.

Behavioral signals from GA4 over the period, across all traffic to the site.

Mobile

90% of everything is mobile

Mobile drove 8,094 of 8,935 sessions and 203 of 228 reservations. Drivers book from the cab, so anything that slows the phone checkout, like no Apple Pay or Google Pay, costs bookings.

Returning

Repeat drivers convert 6x

Returning visitors are only 12% of sessions but 46% of reservations and half the revenue. They convert at 10.3% versus 1.6% for new. Retargeting and returning-driver memory is the fastest lever.

Geo

DFW core, Houston efficient

Dallas and Fort Worth drive the volume (2,371 sessions, 45 reservations). Houston punches above its weight: 15 reservations from 277 sessions, a 5.4% rate worth watching as an expansion signal.

Demographics: who the ads reach

Share of spend Share of reserve clicks

85% male, matching the driver profile.Spend and intent both concentrate in the 25 to 54 core, right on the buyer.

New vs. returning

Share of traffic Share of reservations

Returning: 12% of traffic, 46% of reservations

Reservations by city

Reservations

Houston is #2 on bookings from far fewer sessions.

Segment	Sessions	Reservations	Revenue	Conv. rate
Mobile	8,094	203	$8,214	2.5%
Desktop	655	24	$823	3.7%
New visitors	7,572	122	$4,632	1.6%
Returning visitors	1,012	104	$4,379	10.3%

Returning drivers are the gold, and everything runs on mobile. A driver who has parked once converts more than six times better than a first-timer, so retargeting non-completers and giving returning drivers a one-tap rebook (pre-filled plate and card) is the highest-return work. And because 90% of bookings happen on a phone, a faster mobile checkout with Apple Pay and Google Pay meets drivers exactly where they already are.

What's next

Sharpen the tracking, close the leak.

Each move ties back to a number on this page. The creative and the demand are working; the next gains are in tracking and checkout.

Move 01 · Tracking

Fix the attribution leak.

Add cross-domain tracking so GA4 keeps the session into Wayleadr, and send a server-side Purchase to Meta and Google. Each platform then earns credit for the bookings it drives instead of them collapsing into Direct, and Smart Bidding gets a real signal to optimize toward.

Why now: Meta is the number one traffic source at 0 credited reservations; the bookings are hiding in Direct.
Evidence: Google already cross-checks clean: 59 GA4 reservations equals 59 Google web-purchases.
Risk: Low. Keep GA4 as the source of truth in parallel during the change.
We need: Wayleadr to attach user_data to the GA4 purchase and send Purchase to Meta CAPI.

Move 02 · Conversion

Win the returning driver and the checkout.

Returning drivers convert six times better, so retarget booking-page visitors who did not complete, and push Wayleadr for returning-driver memory and a faster mobile checkout. Apple Pay and Google Pay is the single highest-ROI fix on the 79% drop-off.

Why now: 1,107 starts and only 21% complete; the leak is at checkout, not at the ad.
What it adds: More reservations from the same spend by converting drivers already showing intent.
Status: Retargeting is in our control; the checkout speed-ups are open asks to Wayleadr.
We need: Wayleadr to enable wallet payment and pre-fill for returning drivers.

Operating plan

The next 30 days.

Ship cross-domain tracking and server-side Purchase to Meta and Google so every channel reports the bookings it drives.
Stand up retargeting on non-completers and push Wayleadr for Apple Pay / Google Pay and returning-driver pre-fill.
Scale the intent-drivers, the retargeting and urgency creatives on Meta and "truck parking near me" on Google.
Keep optimizing Google to purchase and begin_checkout, never the soft Directions and Booking Confirmation signals.
Test Houston as an expansion market, where bookings already convert above the DFW core.

228 reservations. Now we scale it.

The bookings are real. The tracking hides them.

What the numbers say.

The bookings are real

The funnel converts

Next: fix the credit

From the site to a completed booking.

Reservations per day

Where the reservations get credited.

Share of traffic vs. share of reservations

What Meta actually drove.

Reserve clicks by ad

Search and Performance Max.

What people searched

Three things the data says.

90% of everything is mobile

Repeat drivers convert 6x

DFW core, Houston efficient

Demographics: who the ads reach

New vs. returning

Reservations by city

Sharpen the tracking, close the leak.

Fix the attribution leak.

Win the returning driver and the checkout.

The next 30 days.

The demand is here. Now we grow it.