How a P2P Platform Unlocked ROI Visibility in 90 Days

Goal

Our client needed fast, trustworthy analytics to understand which marketing channels drive real deposits, ROAS, and long-term user value. Their main objectives were:

• Combine spend data from Google Ads, Meta Ads, and other paid sources with CRM events (registrations, KYC, deposits).

• Enable cohort analysis by campaign, geo, and time period with flexible granularity (daily/weekly/monthly).

• Track how spend and campaign bursts correlate with deposits and investment behavior on the platform.

• Monitor the funnel: Registration → KYC → First deposit, including time-to-KYC and time-to-first-deposit.

• Build dashboards for C-level strategic tracking and Marketing-level optimization.

• Replace manual spreadsheets and a custom admin tool with a scalable data pipeline in Google Cloud.

They needed this to confidently increase marketing spend, reduce blind spots, and prevent inefficiencies during critical periods—such as loan repayments when many users withdraw their funds.

Results

1. Data Pipeline & Infrastructure

We designed and built scalable data marts in BigQuery using Dataform, integrating:

• Marketing spend from Google Ads, Meta Ads, Twitter, TG

• CRM data: registrations, KYC events, deposits

• Custom logic for cohort grouping and ROAS calculations

This moved our client away from a self-built admin system and manual sheets into a modern, automated data stack.

2. Flexible Cohort Analysis 

Looker Studio does not natively support dynamic cohort analysis.
To solve this, we engineered a custom structure on the data mart side:

• Time-based cohort grouping (week, month, quarter)

• Dynamic parameters for selecting cohort windows

• Calculated fields enabling ROAS, LTV, and cumulative deposits

Result: full, interactive cohort navigation without performance issues.

3. Two Dashboards for Two Audiences

C-Level Dashboard

Purpose: High-level visibility into spend efficiency and business outcomes.

Shows:

• Total deposits from paid channels

• Total marketing spend

• Registrations, KYC, funnel metrics

• Trends over time

• High-level breakdown by geo & source

Optimized for quick strategic decisions without overwhelming details.

Marketing Dashboard

Purpose: Deep operational analysis & daily optimizations.

Shows:

• Funnel: Registration → KYC → Deposit

• Cost per registration & cost per KYC

• Campaign-level performance

• Geo and source comparisons

• Trends and anomalies

• Full cohort analysis for deposits and ROAS
  — answering “Which campaigns actually bring high-value investors over time?”

Our client now operates with a single source of truth for all paid acquisition data. Teams can:

• Identify profitable channels and scale spend safely

• Detect expensive or underperforming campaigns instantly

• See how campaign cohorts behave over time and forecast deposit value

• Understand funnel bottlenecks (e.g., slow KYC, high registration cost)

• Align leadership and marketing teams on shared, reliable metrics

This improved both strategic planning and day-to-day optimization.
The dashboards are currently used by executives, growth teams, performance marketing, and analytics.