The biggest challenge was to identify, and group, specific information about each user of the website that was attracted by awareness and consideration campaigns.
Google Analytics standard reports were useful for part of the analysis but did not contemplate everything needed in a single vision. The Data Engineering team reshaped the entire data measurement process, and the Data Science team performed the data extraction via the Google Analytics API, the Data Strategy team started the data modeling process to generate the final bases that would be used in a matrix, which would contain the months of acquisition in the first column and the months of return in the following columns. The goal of this matrix was to visualize the progression of the public captured by the top of the funnel campaigns. That allowed us to identify how many returned in the following months and how this group behaved on the site over time.