Veterans First Mortgage is a national mortgage lender focused on helping Veterans and military families achieve homeownership through VA loan programs.

As digital marketing efforts expanded across paid search, paid social, display, video, and retargeting campaigns, the existing reporting process became increasingly limited. Performance data was delivered through a static report, making it difficult to analyze campaign performance in real time or quickly identify optimization opportunities across the full customer funnel.

I partnered closely with the analytics team to transform digital marketing reporting from a static spreadsheet into a dynamic, real-time dashboard built in Logi. The goal was to create a centralized reporting environment that provided full-funnel visibility from initial inquiry through funded loan milestones while making campaign performance easier to analyze and act on quickly.

​The dashboard evolved to include customizable filtering by campaign, channel, loan type, attribution model, and date range, along with interactive charts and visualizations that made performance trends more accessible across teams. This allowed for faster optimization decisions, deeper attribution insights, and more agile management of paid media performance.