Models Oddavell: the first four months live
Search, analytics and paid social for the Oddavell landing page, from launch in May 2026 to the end of August. What the numbers show, what they don’t, and what we’d change.
What this covers, and what it can’t
The page went live in May 2026 and measurement starts at launch. That makes this a clean read of the first four months — and it also means there is nothing behind it to compare against.
Two limits follow, and they shape everything below. This is not a before-and-after. No pre-launch period exists, so no figure here is an improvement on anything. And nothing is attributed to a design decision — the page ran alongside a paid social campaign and the brand’s existing recognition in Goa, and this data cannot separate those effects from the page itself.
What it can do is establish the baseline honestly, so the next four months have something to be measured against.
- Search Console
- Impressions, clicks, click-through rate and average position. May–August 2026.
- Analytics 4
- Users, views, engagement time and key events, once someone has landed. May–August 2026.
- Meta Ads Manager
- Spend, reach, CPM and cost per result across four posts and eight boosts. 19 May–12 August 2026.
- Meta post insights
- Saves, shares, comments and follows — owned-audience outcomes the ads system doesn’t report.
On the same post these systems disagree on delivery by as much as 391%. Money figures come from Ads Manager; owned-audience figures from post insights. No number on this page divides one system’s value by another’s.
Position 3.5, four months in
Average position across every query the page appeared for.
Search Console · May–Aug 2026| Query | Clicks | Impressions | CTR | Read |
|---|---|---|---|---|
| models oddavell | 52 | 125 | 41.6% | Brand recall is working |
| oddavell | 1 | 8 | 12.5% | Thin, but present |
| models construction goa | 0 | 35 | 0% | Shown and not chosen |
| models group goa | 0 | 14 | 0% | Shown and not chosen |
| These four combined | 53 | 182 | — | 26% of clicks, 15% of impressions |
| All queries | 204 | 1,220 | 16.8% | The remainder is unseen |
Read the gap in that table. The four named queries account for 53 of 204 clicks and 182 of 1,220 impressions. Roughly three-quarters of the clicks come from queries not on this list, so the headline 16.8% cannot be explained by the mix we can see — and the full query set is worth pulling before anyone draws conclusions from it.
The discovery terms are not working yet. “models construction goa” earned 35 impressions and “models group goa” 14, and between them they returned zero clicks. The page is being shown for non-branded searches and not being chosen. That is a title and description problem before it is a ranking problem.
Arriving is not the same as staying
This is the weakest part of the picture and it should be read plainly. Nineteen seconds is a short visit for a long-scroll page built to be read — enough to see the hero and form an impression, not enough to reach the location, the plans or the enquiry form.
Sixteen key events from 9,063 active users is 0.18%. Whatever the page is doing well in search, it is converting a very small fraction of the people it brings in. On a project at this price point a low absolute number of enquiries can still be a good outcome — but 16 events is small enough that it should be treated as a signal about the page, not a result to report.
The 1.72 views per user is the one encouraging number here: people who land are opening the page more than once, which is consistent with a considered purchase and a shortlist being revisited.
We can account for 8% of the traffic
Nine in ten visitors arrived through a channel none of these systems covers — direct, referral, or paid media running outside Meta. The Search Console report names the likely mix, but no dataset in this reporting set measures it, so the honest position is that the majority of this page’s traffic is currently unattributed.
That is the first thing to fix, and it is a tracking job rather than a marketing one. Until it is fixed, no channel can be credited or defunded on evidence.
The Meta campaign also recorded 927 “Page visits”. Those are visits to the Facebook Page — the literal objective bought on two of the boosts — not visits to the website. They are excluded from the bar above and must never be added to the 555 link clicks. Two systems, two different actions.
₹4,609.60, and where it went
Four posts, seven creatives, eight boosts across Facebook and Instagram, between 19 May and 12 August.
Every post in this set was boosted. There is no unpaid control anywhere in the campaign, so nothing here shows what the content does on its own, and no claim about organic performance can be made from it.
At 35 follows the blended cost per follow is ₹131.70 — the least efficient line in the campaign, and a reminder that engagement bought cheaply does not convert into audience at the same rate.
The most expensive post was also the most efficient
This is the one finding in the set that transfers to the next campaign, and it runs against the usual instinct.
Four-slide location carousel
The project, then a drive-time ladder listing what sits within 5, 10 and 15 minutes — hospitals, schools, the beach, the university, named individually.
Most expensive attention. Cheapest action. 86% of every save in the campaign.
Single brand image
A woman on a curved balcony at golden hour, carrying the wordmark and the website’s own hero line. Reached more people than any other post on the smallest budget.
Cheapest attention anywhere in the account. Zero comments, one save.
Post 2 absorbed 40% of the total budget and bought the most expensive impressions in the campaign at a ₹76.97 CPM. It also returned the cheapest engagement in the set at ₹0.14, more than double the follows of any other post, and 51 of the campaign’s 59 saves.
People filed it to look at later rather than commenting on it, which is the right behaviour for reference content and a genuine intent signal at this price point.
Post 4 is the mirror image. ₹334 of Instagram spend bought 56,982 impressions at a ₹5.86 CPM — the cheapest attention anywhere in the account. It produced 940 engagements, zero comments and one save. The creative travelled cheaply and stopped nobody.
The lesson: specific, useful, informational content converted attention into action at roughly three times the rate of a single-image brand statement — and cheap reach is not the same thing as cheap action. Buy the carousel format again; treat the ₹5.86 CPM as an awareness tool and nothing more.
Five things, in order
- Instrument the channels.91.6% of visitors are unattributed. Until UTM tagging and channel reporting are in place, no spend decision on this page can be made on evidence.
- Put a link in every post.Two of four carried none, including the best performer. This is the cheapest fix available and it costs nothing but a checklist.
- Work the first screen.Nineteen seconds and 0.18% key events say people are arriving and leaving before the page makes its case. The hero and the first scroll are where that is won.
- Rewrite titles for discovery queries.“models construction goa” and “models group goa” are earning impressions and no clicks. The page is being shown and not chosen.
- Commission more carousels.Informational, specific, multi-slide content returned engagement at roughly 3× the rate of brand statements. That is the clearest signal in the campaign.
We report the numbers that didn’t work too
If you want a partner who tells you the engagement time is 19 seconds instead of leading with the click-through rate, that is the conversation to have.
Google Search Console and Google Analytics 4, May–August 2026. Meta Ads Manager and Meta post insights, 19 May–12 August 2026.
The page launched in May 2026 and measurement begins at launch, so no figure here is a before-and-after, and none is attributed to a single design decision.
Further reading
The Three Escapes That Make Luxury Brands Look More Generic
Why Location Should Outrank Amenities on a Luxury Property Page
What to Measure on a Luxury Property Site After It Goes Live
The Case Against Shadows in Luxury Digital Design- One Idea, Three Scales: Turning a Building Detail Into a Full Brand System
The Market Data Behind India’s Luxury Real Estate Boom