Role
Measurement design & reporting
Sector
US consumer legal services
Stack
Data Studio · GA4 · station logs
Use
Spot placement · creative A/B tests
The problem
Radio is hard to measure. Nobody clicks a radio ad, so spend usually gets judged on reach estimates rather than on what listeners actually do.
What I built
A Data Studio report that compares website traffic in the 15 minutes before and the 15 minutes after each spot airs. The lift is broken down by station, daypart, day of the week and week, and weighted by each slot’s AQH (average quarter-hour) audience, so a small station isn’t judged against a big one on raw numbers.
How it’s used
We use the report to move spots to the times that work best for the business, and to A/B test radio creatives against each other on real response instead of opinion.