How a homeowner goes from first hearing about WellNest to booking a first clean, and where along that path we can see them, lose them, or help them. Built from GA4, Meta Ads, Google Ads and Mailchimp data for January 1 to October 3, 2026.
Click a stage to open it, or play the journey end to end.
September is the first full month where the booking widget reported into GA4, so it is the cleanest read of the whole path. Phone bookings are not in these numbers.
Bar width is share of September sessions. The 20 bookings came from direct 11, Google organic 5, ArlNow 1, Google Ads 1 and 2 unattributed. Across all 23 bookings since September 1, 15 were returning visitors, so some may be existing customers rebooking through the portal rather than first-time buyers.
Meta introduces WellNest to the most new people and drives 40% of all sessions. Organic search, Google Business Profile and ArlNow are where people arrive ready to ask for a price. Both jobs matter; the map shows where each channel sits in the journey.
Unassigned (825 sessions) is left off: it is mostly the booking app and internal tools reporting without a source. Engagement rate is the share of sessions that lasted 10+ seconds, had 2+ pages, or fired a key event.
| Channel | Sessions | Engaged | Engaged rate | New users | Get My Price clicks (Jul to Oct) |
|---|---|---|---|---|---|
| Direct | 9,275 | 2,567 | 27.7% | 7,145 | 206 |
| Organic search (Google, GBP, Bing, others) | 6,738 | 3,764 | 55.9% | 3,330 | 386 |
| Meta ads, Paid Other | 6,703 | 565 | 8.4% | 6,205 | 33 |
| Meta ads, read as Organic Social | 5,007 | 378 | 7.5% | 4,724 | 2 |
| Referral (ArlNow 401, Macaroni Kid 122, Reddit 41, Nextdoor 21, others) | 1,149 | 765 | 66.6% | 397 | 178 |
| Meta ads, Paid Social | 649 | 13 | 2.0% | 618 | 1 |
| Paid search (Google Ads) | 108 | 68 | 63.0% | 64 | 18 |
| AI assistants | 70 | 46 | 65.7% | 60 | 24 |
| Email (Mailchimp, tagged since Sept) | 63 | 41 | 65.1% | 28 | 13 |
| Unassigned | 825 | 292 | 35.4% | 463 | 8 |
| Total | 30,592 | 8,503 | 27.8% | 23,035 | 919 |
Traffic rose through the year as Meta budget scaled. Engagement jumped in August when the new site launched, and the new booking widget began reporting in September. At the same moment, phone and form tracking went dark.
October (193 sessions through Oct 3) is excluded as a partial month. Hover a month for values.
Meta is buying attention efficiently. The opportunity is what happens after the click: the Arlington and Vienna landing pages hold about 1 in 10 visitors, versus 6 in 10 on the homepage.
Ad creative previews are not available through the current connector; if you drop the creative files into the folder I can add them to these tiles.
The journey map is only as good as the instruments. These are the known blind spots and their status.
Phone was the single largest conversion action: 370 tracked calls January through July, about 53 a month, plus 45 texts. Since August GA4 has logged 7. Those customers still called; we just cannot see them. Until this is repaired, assume true bookings are roughly double the online count.
GA4 has recorded 23 bookings since September; Meta has seen 8 leads and no purchases because the new booking flow does not fire pixel events yet. WellNest knows from customers that Meta ads are leading to bookings; the data just cannot show it. Once purchase and lead events are sent from the booking flow (ideally via Conversions API), the September Purchases campaign can start learning who books.
The booking app, staff dashboard and customer accounts (/login, /admin_dashboard, /users/…) share this GA4 property: about 1,700 sessions since August. They sit in Direct and Unassigned and account for the huge engagement times there. Split them into their own stream or filter them.
Meta sessions land in three channel groups. Ads tagged with a placement macro as utm_medium (Instagram_Stories, Facebook_Mobile_Feed) read as Organic Social; utm_source=metaads reads as Paid Other. Standardize to utm_source=facebook or instagram and utm_medium=paid-social so one row tells the Meta story.
Singapore (825), Baltimore (640) and Council Bluffs (201) outrank McLean and Vienna in sessions since August. Filter them so engagement rates reflect Northern Virginia homeowners.
Mailchimp links carry UTMs as of September. Earlier newsletter clicks were counted as Direct. Email now shows up on its own: 63 sessions and 13 price clicks in its first weeks.
Ordered by how much of the journey each one makes visible or improves.
Recovers the largest booking path. Also lets Google Ads count calls, which matters for a service people still phone.
Purchase and lead events on the price and booking steps. Until this lands, cost per landing page view ($0.79 year to date) is the fair measure of Meta's work.
/house-cleaning/arlington holds 10% of visitors; /vienna holds 8%; the homepage holds 59%. Test sending ad traffic to the homepage or straight to Get My Price, and move the price widget above the fold on the city pages.
At $11 a day it shows for 11% of eligible searches and loses 12% to budget, while Brand converts at a $59 cost per booking. Search reaches people who already want a cleaner this week.
Google organic, Google Business Profile and ArlNow delivered 58% of all Get My Price clicks on about a quarter of the traffic. Keep the SEO, AEO and GEO work and the ArlNow placements funded; AI assistant visits already convert to price clicks at a high rate on small volume.
Separate the portal, filter out-of-market traffic, fix Meta UTMs. This is what makes next quarter's version of this map trustworthy.
Current clients open at 70%+ (26 to 34% human opens). The past-client list has shrunk from 1,005 to 737 with 303 unsubscribes this year. Replace the monthly newsletter to lapsed clients with a short win-back offer series tagged lapsed-90d.