Case study
SkinLocal Midtown — Custom WordPress Booking & Attribution Plugin
A custom WordPress booking plugin that restored full UTM attribution for a Dallas med spa — while giving them complete ownership of their booking experience.
SkinLocal Midtown runs paid campaigns across Google Search, Instagram, and local SEO. But their booking platform lived on a separate domain, so every “Book Now” click redirected visitors off their site — and analytics lost the attribution thread. MEAN Consultors rebuilt the entire booking flow natively in WordPress, keeping every visitor (and every conversion signal) on the client’s own domain.
The attribution problem
Where the signal was lost — and how we fixed it
The challenge
Marketing blind in a competitive market.
SkinLocal Midtown runs paid campaigns across Google Search, Instagram, and local SEO. But when it came time to measure which channels were actually producing bookings, the data simply wasn’t there.
The cause: their booking platform (Boulevard) operated on a separate domain. Every visitor who clicked “Book Now” was redirected to an external URL — and the moment they left skinlocalmidtown.com, Google Analytics lost the attribution thread entirely.
The business was making media-buying decisions with no reliable signal. Budget was being allocated on gut feel, not data.
They weren’t losing bookings. They were losing the evidence of what produced them.
The solution
MEAN Consultors built a custom WordPress plugin that replicates the full 10-step Boulevard booking flow natively — using Boulevard’s API only as a data backend. No embeds, no iframes, no external redirects.
The widget lives entirely on the client’s domain. UTM parameters are captured the moment a visitor arrives and follow them through the entire booking journey — even if they come back days later.
- Full 10-step booking flow, built natively in WordPress with React
- UTM capture on first touch, with 30-day cookie persistence
- dataLayer conversion events for Google Analytics 4 and GTM
- Local lead database: every booking stored with full attribution
- HMAC-signed API auth — the API secret never reaches the browser
- Real-time booking confirmation via Boulevard webhooks
- Custom-branded UI — colors, type and radius configurable from wp-admin
- Admin + client confirmation emails with editable templates
- CSV export of all leads with UTM attribution, service and revenue
Built secure by design
For a business handling customer and health-adjacent information, security isn’t an add-on — it’s the foundation. We designed the integration so sensitive credentials and customer data stay protected end to end, without the client ever having to think about it.
Credentials stay server-side
The booking platform is only ever contacted from the server — never from the browser — so API keys are never exposed to visitors.
Encrypted & minimized
Stored credentials are encrypted at rest, and sensitive fields are kept out of logs. Only what’s needed is ever retained.
No third-party redirects
Visitors — and their data — stay on the client’s own domain from the first click all the way to a confirmed booking.
What we built
28 files. 10 booking steps. Built from scratch — not a plugin off the shelf.
The results
SkinLocal now has visibility into every stage of their booking funnel — from the first ad click to the confirmed appointment. Every lead is stored locally with full attribution, independent of any third-party platform.
Frequently asked questions
What did MEAN Consultors build for SkinLocal Midtown?
A custom WordPress booking plugin that replicates Boulevard’s full 10-step booking flow natively on the client’s own domain, using the Boulevard API purely as a data backend — with UTM attribution captured end to end.
Why was booking attribution broken before?
Bookings happened on a separate Boulevard domain. The redirect dropped the UTM parameters, so Google Analytics recorded conversions with no source — leaving the business unable to see which campaigns produced bookings.
How does the plugin keep the Boulevard API secure?
Every request goes through a WordPress REST proxy that generates HMAC-signed tokens server-side. API keys are stored encrypted with AES-256-CBC, and the secret never reaches the browser.
Can MEAN Consultors build a similar plugin for my business?
Yes. We build custom WordPress plugins, API integrations, and conversion-tracking architecture for businesses that have outgrown off-the-shelf tools. If a platform can’t solve your problem, that’s exactly what we do.
Have a problem platforms can’t solve?
We build custom digital systems for businesses that have outgrown off-the-shelf tools — WordPress plugins, API integrations, and analytics architecture that actually holds up.
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