forSafe Stop
Paid Media Report · Last 30 days

255 reservations, $9,368.

Over the last 30 days, paid media drove 1,197 booking starts and 255 completed reservations worth $9,368. Reservations complete off-domain (Wayleadr) and are tracked in GA4.

See the funnel ↓What's next →
255
Reservations
up 166% vs prior 30 days
$9,368
Booking revenue
up 172% vs prior 30 days
$6,949
Ad spend
down 18% vs prior 30 days
$27
Cost / reservation
down 69% vs prior 30 days
Reservations tracked in GA4 where Wayleadr fires booking events. All-traffic; paid media is the primary driver of new visitors to the booking page. Comparisons are against the prior 30 days (May 23 - Jun 21), the same number of days immediately before this window. GA4 tracking on the Wayleadr checkout went live on June 8, part-way through the prior period, so part of the period-over-period increase is measurement coming online rather than new demand.
The story

Where the bookings come from.

Reservations complete off-domain, so we read them in GA4, not in Meta. Here is the funnel.

01
1,197

Booking starts

People who reached the booking page from all sources; 887 unique visitors started a reservation. Up 147% vs prior 30 days.

02
255

Reservations completed

Completed bookings worth $9,368 over the period. Up 166% vs prior 30 days.

03
21%

Checkout completion

Of visitors who start a booking, 21% complete it. Cutting the 79% drop-off is the biggest lever. Was 20% in the prior 30 days.

Booking funnel

Where drivers leave the checkout.

The reservation checkout runs on Wayleadr, and every screen of it has its own web address, so we can count how many drivers reach each one and see exactly where they leave. Counts are unique drivers, all traffic.

Checkout screenDrivers (Last 30 days)Carried onStep drop
1 · Choose time & duration (price shows)885—start
2 · Name & email36241%-59%
3 · Phone & text alerts17047%-53%
4 · License plate16597%-3%
5 · Review & terms15996%-4%
6 · Payment15396%-4%
7 · Receipt (booked on this path)10166%-34%
Reservations completed, all paths255$9,368 in booking revenue
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Most of the drop-off is on one screen. 885 drivers reach choose time & duration (price shows) and 362 carry on to name & email, so 523 leave right there. The ladder tracks the standard booking path, so its last screen (101) sits below the 255 reservations GA4 records for the same period. Read the table for where drivers leave, not for the final total; we are reconciling the two counts with Wayleadr.
Meta Ads

Traffic to the booking page.

Meta drives visitors to the site and the booking flow. Reservations complete off-domain, so they are counted in the funnel above, not here.

PeriodSpendImpressionsClicksCTRCPC
Last 30 days$3,000265,00812,0784.56%$0.25
Prior 30 days$4,880365,28316,2004.43%$0.30

The ads doing the work

Ranked by clicks sent to the booking page. The booking completes off-domain, so an ad is judged on the traffic it sends, not on a conversion Meta cannot see.

Ad creative#1$0.26 per click

05/07 v6-IG - Rest Easy at SafeStop

2,246Clicks
4.28%CTR
41,383People reached
$591Spend
Watch the ad ▸
Ad creative#2$0.67 per click

05/08 v4b-HP - Urgency Retargeting (HOMEPAGE)

1,520Clicks
4.89%CTR
49,007People reached
$1,016Spend
Watch the ad ▸
Ad creative#3$0.64 per click

07/01 - Secure Parking In Hutchins

778Clicks
4.28%CTR
31,083People reached
$496Spend
Watch the ad ▸
Google Ads

Conversions over the window.

Daily conversions against daily spend across the window.

Conversions & spend per day

Conversions Daily spend
Window total 243 conv.Shaded band = latest 7 days
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Why the daily bars change height part-way through. What Google counts as a conversion changed inside this window: Checkout started stopped counting as a conversion on July 8. From that point the bars count the remaining actions only, which is why they sit lower. A shorter bar here is a narrower definition, not less business. The 243 total for the window mixes both definitions, so read the trend by shape, not by comparing a day in June against a day in July.
Campaign split

Where the budget worked.

Spend and conversions by campaign. Brand search is separated so the true acquisition cost stays visible.

$2,122
NZ - Search - Driver Booki
76 conv · $28 CPA
$645
NZ - PMax - Website
57 conv · $11 CPA
$635
NZ - Search - Business
48 conv · $13 CPA
4
Active campaigns
Search + PMax
NZ - Search - Driver Booking 76 conv · $28 CPA
$2,122
NZ - PMax - Website 57 conv · $11 CPA
$645
NZ - Search - Business 48 conv · $13 CPA
$635
NZ - Store Visits 62 conv · $9 CPA
$548
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Driver BookingActive$2,12276$288.5%
NZ - PMax - WebsiteActive$64557$113.4%
NZ - Search - BusinessActive$63548$1311.3%
NZ - Store VisitsActive$54862$93.0%
Total$3,949243$16-
Conversion actionWhat it measuresConversionsShare
Checkout starteda checkout started, before the order completes17371%
Purchasea completed action7029%
i
Two signals, counted separately. 173 of the 243 conversions are checkouts started, meaning a checkout started, before the order completes. The 70 recorded as purchases come in at $56 each against total spend. Both are real interest in the business. Keeping them apart is what lets each number mean one thing, and it is how we know where to push next.
What's next

Where we take it from here.

Each move ties back to what this window proved.

Operating plan

The next window.

  • Retarget the drivers who start a booking and leave on the price screen.
  • Scale placements that send the most booking starts, not just clicks.
  • Hold Google on Purchase so bidding chases completed reservations, not checkout starts.
The next chapter

Now we grow the bookings.

We drive more booking-page traffic and work the checkout drop-off so more starts become reservations.

Talk through the plan