Agence Hair Studio is a high-end salon startup based in Kingston, New York. Their goal was to build and grow a recognizable luxury brand and fill appointment books using a data-backed strategy.

To lay the groundwork for scalable digital growth, I provided Agence with a full suite of services; analytics setup and dashboarding, an ad campaign strategy and creative system, influencer research, and foundational SEO improvements. Each component was designed to connect the dots between visibility, engagement, and actual bookings.

GA4 & GTM Setup for Clean Event Tracking

Challenge:

Before any data could be visualized or analyzed, I needed to create the full tracking infrastructure from scratch. The client had no prior analytics setup beyond basic pageviews.

What I Set Up:

Google Tag Manager (GTM): Fully setup GTM account and container & Installed on the Showit website via custom code injection. This allows full control over events without needing ongoing dev help.
Google Analytics 4 (GA4): Configured with custom data streams, event parameters, and engagement tracking.
Event Tags & Triggers (ie.):
- Booking button clicks (Vagaro widget tracking)
- Scroll depth thresholds
- Page view segmentation
- Social link clicks
- Navigation menu interactions
- 404 error tracking (to catch broken links)

Why It Matters:

This foundation enables us to track not just traffic volume, but meaningful engagement; Like how far users scroll, where they drop off, and what actions they take before booking.

Integration:

Linked GA4 and GTM together for centralized event control.
Validated all event tags using GTM preview + real-time GA4 debugging.
Ensured all events were formatted for compatibility with Looker Studio reporting and future retargeting.

Without this setup, there would be no way to see which users are engaging, converting, or bouncing. It’s the essential infrastructure that makes smart, informed marketing possible.

**Interactive Dashboard**

**Purpose**:
Establish a single, visual source of truth for user behavior, traffic quality, and booking engagement.
**What I Delivered**:
GA4 & GTM event tracking configured to monitor key actions (bookings, scrolls, clicks).
Fully branded Looker Studio dashboard built from scratch, featuring:
Real-time booking engagement vs. site visits
Geographic targeting heatmaps (city-level)
Device usage insights for mobile optimization
Page-level heatmaps with bounce rates and session duration
+ More
**Value for the Client**:
This dashboard empowers the client to understand what’s working, what’s not, and how users are finding and interacting with their site. It is the groundwork for future iterations of this dashboard as trends are identified and more data is collected.

Dashboard Insights Summary

To help the client interpret what the data means and how to act on it, I included a custom KPI insights sheet alongside the dashboard. This covered:

Baseline metrics for traffic, engagement, and conversion
Trends across booking clicks vs. engaged sessions
Strategic notes (ie. strong mobile traffic identifies that they should prioritize mobile UX)

SEO Audit & Strategy Foundation

Goal: Improve discoverability, keyword indexing, and overall search visibility; especially for local search.

Audit Areas:

NAP consistency & directory presence
Google Business Profile (GBP) optimization
On-site keyword usage & metadata
Sitemap + robots.txt submission
Site speed + mobile optimization guidance

Actionable Strategy Provided:

Each issue was paired with step-by-step instructions the client can implement or hand off. This sets a baseline for local SEO without relying on long-form blog content or technical dev work.

Meta Ads Campaign Strategy (A/B Tested)

Objective:

Identify which type of message, creative style, and offer resonates most with Agence’s target audience of millennial and gen z women in key locations within the Hudson Valley.

Structure:

1 campaign, 4 ad sets (one per concept), 1 ad each
Ad types:
1. Promotional Reel (incentive-driven)
2. Client Testimonial Image
3. Stylist Feature Story
4. Luxury Experience Showcase

Why It Matters:

This format allows a clean test of creative performance with minimal algorithmic bias, which makes it easier to double down on what actually drives bookings.

**Ad Variations Breakdown**
Each ad was fully detailed with:
Objective, concept, CTA, format, and creative prompts
Suggested copy tone and hook
Visual guidance for video or image content
Call-to-action personalization ideas

Influencer Research: Instagram & TikTok

Goal:

Identify micro-influencers that align with Agence’s luxury, yet approachable tone, based locally or with beauty/wellness audiences.

Deliverable:

Two curated PDF lists of influencers by platform
Engagement metrics, follower count, and relevance scores
Style match to Agence’s brand and demographic

What’s Next?

Ad Campaign Launch & Optimization

Launching 4 Meta ad variations targeting local audiences
Monitoring click-through rate, cost per link, and booking conversion
Identifying the top-performing creative (video vs. image, messaging style)

Goal: Find the most efficient and scalable ad format to drive consistent bookings.

Funnel & Booking Behavior Insights

Analyzing user flow from ad click to booking attempt
Tracking where users drop off in the booking journey
Integrating GA4 with Vagaro to connect clicks with actual appointments

Goal: Uncover friction points and optimize the journey to increase conversions.

New Dashboards to Build

Ad Performance Tracker: Break down each variation’s results
Traffic Source ROI: Identify which channels drive the most bookings
Booking Funnel: Visualize drop-offs from homepage to checkout
Geographic Insights: Zoom into high-performing cities by campaign

Building Growth Foundations for a Luxury Salon Brand

Agence Hair Studio is a high-end salon startup based in Kingston, New York. Their goal was to build and grow a recognizable luxury brand and fill appointment books using a data-backed strategy.

GA4 & GTM Setup for Clean Event Tracking

Challenge:

Before any data could be visualized or analyzed, I needed to create the full tracking infrastructure from scratch. The client had no prior analytics setup beyond basic pageviews.

What I Set Up:

Google Tag Manager (GTM): Fully setup GTM account and container & Installed on the Showit website via custom code injection. This allows full control over events without needing ongoing dev help.

Google Analytics 4 (GA4): Configured with custom data streams, event parameters, and engagement tracking.

Event Tags & Triggers (ie.):

Booking button clicks (Vagaro widget tracking)

Scroll depth thresholds

Page view segmentation

Social link clicks

Navigation menu interactions

404 error tracking (to catch broken links)

Why It Matters:

This foundation enables us to track not just traffic volume, but meaningful engagement; Like how far users scroll, where they drop off, and what actions they take before booking.

Integration:

Linked GA4 and GTM together for centralized event control.

Validated all event tags using GTM preview + real-time GA4 debugging.

Ensured all events were formatted for compatibility with Looker Studio reporting and future retargeting.

Without this setup, there would be no way to see which users are engaging, converting, or bouncing. It’s the essential infrastructure that makes smart, informed marketing possible.

Interactive Dashboard

Purpose:

Establish a single, visual source of truth for user behavior, traffic quality, and booking engagement.

What I Delivered:

GA4 & GTM event tracking configured to monitor key actions (bookings, scrolls, clicks).

Fully branded Looker Studio dashboard built from scratch, featuring:

Real-time booking engagement vs. site visits

Geographic targeting heatmaps (city-level)

Device usage insights for mobile optimization

Page-level heatmaps with bounce rates and session duration

+ More

Value for the Client:

This dashboard empowers the client to understand what’s working, what’s not, and how users are finding and interacting with their site. It is the groundwork for future iterations of this dashboard as trends are identified and more data is collected.

Dashboard Insights Summary

To help the client interpret what the data means and how to act on it, I included a custom KPI insights sheet alongside the dashboard. This covered:

Baseline metrics for traffic, engagement, and conversion

Trends across booking clicks vs. engaged sessions

Strategic notes (ie. strong mobile traffic identifies that they should prioritize mobile UX)

SEO Audit & Strategy Foundation

Goal: Improve discoverability, keyword indexing, and overall search visibility; especially for local search.

Audit Areas:

NAP consistency & directory presence

Google Business Profile (GBP) optimization

On-site keyword usage & metadata

Sitemap + robots.txt submission

Site speed + mobile optimization guidance

Actionable Strategy Provided:

Each issue was paired with step-by-step instructions the client can implement or hand off. This sets a baseline for local SEO without relying on long-form blog content or technical dev work.

Meta Ads Campaign Strategy (A/B Tested)

Objective:

Identify which type of message, creative style, and offer resonates most with Agence’s target audience of millennial and gen z women in key locations within the Hudson Valley.

Structure:

1 campaign, 4 ad sets (one per concept), 1 ad each

Ad types:

Promotional Reel (incentive-driven)

Client Testimonial Image

Stylist Feature Story

Luxury Experience Showcase

Why It Matters:

This format allows a clean test of creative performance with minimal algorithmic bias, which makes it easier to double down on what actually drives bookings.

Ad Variations Breakdown

Each ad was fully detailed with:

Objective, concept, CTA, format, and creative prompts

Suggested copy tone and hook

Visual guidance for video or image content

Call-to-action personalization ideas

Influencer Research: Instagram & TikTok

Goal:

Identify micro-influencers that align with Agence’s luxury, yet approachable tone, based locally or with beauty/wellness audiences.

Deliverable:

Two curated PDF lists of influencers by platform

Engagement metrics, follower count, and relevance scores

Style match to Agence’s brand and demographic

What’s Next?

Ad Campaign Launch & Optimization

Launching 4 Meta ad variations targeting local audiences

Monitoring click-through rate, cost per link, and booking conversion

Identifying the top-performing creative (video vs. image, messaging style)