The direct-to-consumer brand
10x ROAS from better visibility
Calm Sheets was spending money on Google Ads with no idea what happened after the click. I wired up full-funnel tracking from ad impression to Stripe checkout — and their Return on Ad Spend went up 10x.
Before
Calm Sheets was paying Google for traffic but had no idea what happened after the click. They could see ad spend, but not the journey — which copy blocks worked, where visitors bailed, or which ad creative actually drove customers. They were flying blind on their most expensive marketing channel.
What I built
Custom tracking across the whole funnel — from ad impression to landing page to Stripe checkout. Every event fires to GA4 with UTM context, and Microsoft Clarity session replay lets the team literally watch how visitors interact with every page. Custom Cloudflare Workers handle event aggregation and routing.
After
With full-funnel visibility, they identified the exact copy blocks and UX moments where buyers were dropping off, rewrote the weak pages, and saw Return on Ad Spend go up 10x. Now they know which ad dollar came from which channel and which message converted it.
Tech stack
The tools that shipped this.
Dig into the numbers
Every hour, every role, every session — logged.
Scroll down for the full MasterLog breakdown on this project.