Unified Acquisition & Attribution Platform

The Solution

Dynamic Partner Landing Pages

The first challenge was creating a scalable way to support a growing network of partner locations without building and maintaining individual landing pages for each one.

const partners = {
  halfpriceauto: {
    partnerName: "Half Price Auto Repair",
    locationName: "Phoenix",
    state: "AZ",
    heroImage: "/images/partner_card.png",
    attribution: {
      partner: "Half Price Auto Repair",
      brand: "Cash Loans Experts",
      trafficSource: "GMB",
      location: "Phoenix",
      mainSource: "Partner",
      utmCampaign: "gmbrecovery",
      utmSource: "gmb",
      utmMedium: "google"
    }
  }
};

Each landing page was designed to surface location-specific information, including partner details and customer reviews associated with that location.This created a stronger connection between local Google Business Profiles and the website experience, allowing users to see content that reflected the specific location they had discovered online.

At launch, the system supported more than 90 partner locations and provided a foundation for future expansion without requiring significant development effort for each new partner.

Attribution Framework

Accurate attribution was one of the primary goals of the project.

The previous acquisition process provided limited visibility into how applicants discovered the business, particularly when leads originated from partner locations or Google Business Profiles. This made performance analysis and partner reporting difficult.

To address this, I designed a flexible attribution framework capable of identifying multiple acquisition scenarios. The system supports direct website traffic, partner referrals, Google Business Profile traffic, campaign-based attribution through URL parameters, and future Google Ads attribution.

The attribution logic was designed to persist throughout the user journey, ensuring that source information could be preserved as applicants progressed through the application process and entered the CRM.

Unified Application Experience

The existing application process relied on multiple forms that operated independently from one another. While each form served a specific purpose, the overall experience felt fragmentedand introduced unnecessary friction for applicants.

One of the most significant issues was that users were required to re-enter identification and contact information they had already provided during earlier stages of the application process. Beyond creating a poor user experience, repeated data entry risked increasing abandonmentand reducing trust in the application flow.

To demonstrate the mechanics of this unified journey, the sequence below captures an end-to-end user evaluation tracing browser-state persistence and telemetry alignment across the ecosystem:

Custom frontend logic was also used to connect the application stages into a more cohesive experience while maintaining compatibility with the organization's existing Zoho Forms infrastructure. The result was a more seamless qualification journey that reduced redundant data entry, improved continuity between application stages, and created a smoother experience for both applicants and internal teams.

CRM Data Continuity

One of the most significant operational issues identified during research was the creation of duplicate CRM records throughout the application process.

Because applicants completed multiple forms at different stages, each submission generated a new record that agents were required to manually reconcile.

To reduce duplication, I implemented client-side data persistence that maintained user information between application stages. This allowed data to flow more consistently through the qualification process while reducing manual administrative work for the sales team.

Beyond improving operational efficiency, this approach also created a more seamless experience for applicants by minimizing redundant data entry.

Technical Architecture

The platform was built using a lightweight architecture that leveraged existing company systems while introducing a more scalable frontend layer.

Lessons Learned

One of the biggest lessons from this project was that attribution, user experience, and operational efficiency are often deeply connected.

What initially appeared to be a website redesign evolved into a broader acquisition infrastructure project that touched CRM workflows, partner management, attribution systems, and customer experience.

The project reinforced the importance of designing scalable systems early, particularly when supporting a growing network of partners and locations.