17,944 unique visitors via paid social (all Meta) — only 1 purchase (INR 800) across 14 days. All 3,068 real purchases came via organic search (1,790), direct (943), or referral (333). Paid social contributes 14.4% of visitors but 0.03% of revenue.
Raw LT referral shows 23.8% of events but corrected LT is 6.7% (FT: 5.3%). 88.4% of purchase events (2,718 of 3,076) had a payment gateway as LT source. Dashboard now shows corrected LT: PG referrals replaced with previous session source or FT fallback.
Badminton leads volume (62% of purchases) at INR 433 avg. But Box Cricket (INR 1,824), Football (INR 1,757), and Padel (INR 1,781) generate 4x more per booking. Targeted campaigns here could unlock high-ROI returns.
Google organic drives 56.9% of first-touch traffic and 55.9% of purchase revenue (INR 12.8L). SEO investment is compounding — venue and sport pages rank well and convert reliably across 14 days of data.
Diagonal cells (highlighted) show visitors whose first and last touch matched. Off-diagonal cells reveal attribution shifts between sessions.
Payment gateway referrals replaced with previous session source
Payment gateway referrals corrected using previous session source (FT fallback)
First-touch gives the true picture of what originally drove purchasers
97% shows as "referral" due to payment gateway pollution — shown for reference only
Payment gateways dominate — this is not a real attribution signal
Last meaningful touch before purchase, payment gateways excluded
True acquisition sources that originally brought purchasers to playo.co
619 purchases (INR 4.5L) came from users landing directly on a venue page via organic search. These are high-intent users searching for a specific venue by name.
512 purchases (INR 3.6L) from homepage organic landings — users searching "playo" or "book sports venues". Strong brand SEO signal but room to capture more sport+city queries with dedicated landing pages.
Badminton: 160 purchases via search listings (INR 72K, AOV 450). Box Cricket: 26 purchases but INR 39K (AOV 1,482). Cricket searches from Hyderabad yield highest AOV (INR 2,825).
INR 55K from Hyderabad venue pages vs INR 45K from Bangalore (despite Bangalore having more volume). Hyderabad has higher AOV, especially for cricket and box cricket searches.
These queries convert at the highest rate — priority for SEO investment
Sorted by revenue. Hover over "other possible queries" to see alternatives. Green = high confidence, amber = medium, red = low.
Playo ranks position 4.6 for this query but only captures 1.5% of clicks (1,984). At the same position, "badminton court near me" gets 4.9% CTR. Improving the title/meta for swimming pages could 3x clicks to ~6K.
17K impressions but just 274 clicks. The generic query "badminton court" ranks #3 but users skip the listing. A richer SERP snippet with prices, ratings, or booking CTA could significantly improve CTR at this position.
Only 102 clicks (0.9% CTR). Playo has snooker venues but the pages likely don't rank well or lack content. Similar gap for "mini golf near me" (6.3K impressions, 0 clicks).
"playo" gets 70.4% CTR (pos 1.3), "playo badminton" 80.5%, "playo pune" 85.6%. Brand recognition is strong and expanding to new cities (playo guntur 88.9%, playo qatar 90.3%).
Queries where Playo ranks well but fails to capture clicks. Fix SERP snippets for quick wins.
| Visitor ID | Events | Pages | FT Source | LT Source | Device | Revenue | Actions | First Seen |
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