Generate measurable demand for sand and gravel.
Build a digital ecosystem that generates measurable demand and enquiries for Jamaica Aggregates, eventually connecting enquiries to quotes, orders and revenue.
The demand-generation system
The intended journey; the connections below are not yet live.
Select a stage to explore the evidence and the next tracking step. This pathway shows data availability, not conversion rates.
Working strategy
All directions are proposed. Approval, ownership and numerical business targets are still open.
Measure demand before optimising reach
Prioritise an agreed enquiry definition and a simple enquiry-to-quote record. Use views, clicks, follows and platform calls as supporting indicators until commercial outcomes are verified.
Facebook: paid reach with local organic tests
Keep paid delivery visible as its own contribution. Test community, people and real operations content organically, while avoiding conclusions from one responsive post.
Instagram: practical education and participation
Test useful sand and gravel education, questions and short real-world videos. Review saves, questions, organic views and recorded enquiries separately from boosted results.
Broaden the mix before choosing winners
Build small tests across education, projects, operations, people, behind the scenes, community and FAQs. Treat safety content as requiring current expert review. No production schedule is approved.
Validate buyers through enquiry data
Use contractor, developer, procurement and homeowner groups as interview and enquiry-log hypotheses. Do not treat social follower demographics as customer demographics.
Location-led demand with verified fulfilment
Plan campaigns around confirmed locations and service areas, then compare qualified enquiries by product and parish. Current parish ad views establish delivery, not sales potential.
Make every campaign leave a useful record
Store what ran, why, what it cost, what happened, what was learned and what comes next. Keep approvals, rejected ideas and missing outcomes visible.
Measurement roadmap
Target architecture for the next phases. No integration is connected.
Agree the enquiry record
Define enquiries, qualified leads and follow-up responsibilities; record product, parish, contact route and source where known.
Manual enquiry log
A reviewed sample of genuine enquiries with consistent definitions.Audit the website measurement base
Inventory existing tracking before proposing changes. Plan GA4 and Google Tag Manager with approved events, access and privacy controls.
Google Analytics 4 · Google Tag Manager
Verified event definitions and a documented test visit; no duplicate event firing.Measure contact attempts
Plan website form, click-to-call and WhatsApp-link events. Keep contact attempts separate from conversations, enquiries and qualification.
Website forms · Click-to-call · WhatsApp-link events
Tested contact events reconciled to their destination, with clear event limitations.Connect campaign and website signals
Plan consistent campaign tagging, Meta Pixel and Google Ads conversion tracking where accounts and lawful event use are confirmed.
Campaign tagging · Meta Pixel · Google Ads conversion tracking
Tested campaign visits and verified platform event receipts with deduplication where required.Evaluate server-side events when appropriate
Assess Meta Conversions API only after event definitions, consent, ownership, deduplication and technical feasibility are established.
Meta Conversions API, if appropriate
A reviewed decision on feasibility followed by independently verified event delivery if implemented.Follow enquiries through the commercial journey
Link qualified enquiries to quotes and orders using permissioned business records; add revenue only when reliable values and attribution limits are documented.
Enquiry log · Quote records · Order records · Revenue records
A validated enquiry-to-quote-to-order sample and an explanation of unmatched or unknown sources.