Pretty Plastic / Marketing intelligence

Marketing overview

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Building from waste. Growing through insight.

From discovery to
project specification.

A clear view of how search visibility and campaigns turn architects' interest into samples, specifications and qualified projects.

Website sessions
–
– All acquisition channels
Sample requests
–
– High-intent conversions
Technical downloads
–
– BIM / product sheets
Qualified projects
–
– Linked to Monday CRM
Influenced pipeline
–
– CRM-linked pipeline value
Traffic & project interest
Website sessions and high-intent actions across selected months
Website sessionsSample requests (scaled)
Monthly totals · GA4 sessions, samples from –
Acquisition mix
Share of traffic from four channels
–Sessions
More traffic is useful only when architects and project teams take the next step.
Channel performance
SEO
Organic search
–
Search Console clicks · – click-through rate
GEO
AI search visibility
–
Appearance in tracked answers · – referral visits
SEA
Google Search Ads
–
Cost per enquiry · – paid search clicks
Pages moving visitors to action
Landing pages and meaningful conversion events
Landing pageSessionsIntent eventsEvent rate
Monthly marketing budget
Planned monthly allocation
PLAN
– / month
All 4 markets

Organic search

Measure whether architects and contractors can discover Pretty Plastic when researching façades, materials and specifications.

Search impressions
–
Google Search Console
Organic clicks
–
Non-paid Google Search
Average CTR
–
Search click-through rate
Average position
–
Search Console average
Organic search clicks
How search demand develops through the year
Source: –SEO
Priority search themes
Content clusters to connect discovery with sample and BIM intent
Recycled plastic façade cladding

Product and material discovery. Lead to the product range and verified project examples.

Fire performance & product specifications

Technical enquiries from architects. Lead to fire reports and the Digital Information Kit.

MPG, NMD & circular construction

Local technical content that helps specifiers assess products for Dutch projects.

Top organic landing pages
Search Console clicks, impressions and position
PageClicksImpressionsCTRPosition

Visibility in AI search

GEO tracks whether Pretty Plastic appears and is cited when architects ask tools like ChatGPT, Gemini and Perplexity about sustainable cladding.

AI answer visibility
–
Tracked prompt appearances
Answers mentioning Pretty Plastic
–
Across tested AI responses
AI referral sessions
–
Recognisable referrals in GA4
Brand citation share
–
Tracked answers with a link
Tracked AI search questions
Prompt set, tested on AI assistants
PROMPT MONITORING
Answer visibility and citation rates require a repeatable prompt test. They cannot be read directly from Google Analytics.
AI answer discovery
Share of tracked mentions by platform
What to publish next
Product facts that assistants can verify

Clear dimensional data, fire performance, installation and NMD / EPD links.

Project pages with technical context

Include product, architect, building category and a named reference.

Consistent local language pages

Align Dutch, English, French and future German specification information.

Paid search campaigns

Track qualified traffic from Google Search Ads, with attention to cost per enquiry and actual project potential rather than clicks alone.

Google Ads spend
–
Google Ads, selected period
Paid search clicks
–
From tracked campaigns
Avg. CPC
–
Spend / paid clicks
Cost per enquiry
–
Spend / campaign enquiries
Paid search clicks
Campaign volume by month
Source: –
Campaign approach
Search intent grouped by project stage
Material discovery

High-intent generic queries for recycled façade panels and tiles.

Specification & fire performance

Technical searches by architects already evaluating a product.

Brand & product protection

Protect product searches for First One, Second High and Basic Third.

Campaign performance
Spend and results per campaign in the selected period
CampaignSpendClicksEnquiriesCost / enquiry

Instagram & paid social

Pretty Plastic plans to begin paid Instagram campaigns in November 2026. This view shows how to measure brand discovery and downstream actions once campaigns start.

Campaign spend
–
Meta Ads, selected period
Paid social sessions
–
Landing-page sessions
Sample requests influenced
–
GA4 events and attribution
Cost per sample request
–
Spend / attributed sample requests
Campaign objective split
Brand visibility and meaningful website action
1. Discovery

Reach architects and developers with built project references, materials and architectural detail.

2. Consideration

Retarget visitors who view product pages, installation guidance and case studies.

3. Conversion

Track sample requests, product sheet downloads, contact forms and qualified project leads.

Reporting setup
Measurement needed from the November 2026 launch
Meta Ads Manager

Reach, impressions, video views, link clicks, spend and cost per result.

GA4 + UTM campaigns

Engaged sessions and website actions from paid Instagram and Facebook.

Monday CRM

Match leads back to source, country, product, project stage and eventual won m².

Instagram advertising is paid social, not SEA. SEA in this dashboard refers to Google Search Ads.

From visitor to project

The critical business question: does visibility generate material requests, technical engagement and qualified opportunities for the sales team?

Total sessions
–
Website acquisition
Sample requests
–
Website conversion
Project enquiries
–
Quotation / consultation
Qualified projects
–
CRM matching
Marketing-to-project funnel
Progression between defined conversion events
Stage totals are distinct actions and may overlap. Use event and project identifiers to calculate true progression and attribution in a production dashboard.
The conversion events to measure
Suggested standard definitions
Sample request

A successfully submitted sample form or confirmed sample order.

Specification intent

Downloads of BIM/CAD, technical data, fire reports or EPD documents.

Project enquiry

A quotation request or consultation with project details attached.

Qualified project

A matched Monday record with identifiable location, product interest and m² potential.

Data sources & definitions

Every number comes from one of the sources below. Metrics from sources without credentials show "–" until they are connected (see docs/SETUP.md).

Connections
Status per integration, and which metrics it feeds
Reporting principles
Keep decisions grounded in trustworthy measurement
Separate visibility and commercial outcomes

SEO / GEO reach does not equal a qualified project. Keep the funnel explicit.

Don't double-count campaign attribution

Use consistent GA4 source / medium and label influenced versus directly attributed pipeline.

Keep the four markets comparable

Use the same event definitions across NL, DE, BE and UK. Name campaigns with market and product tags so filters work.

Protect metric quality

GEO visibility is based on sampled prompts, and AI referrals may be undercounted when referrers are missing.