Analytics Overhaul: Finding the Real Numbers
The Challenge
A mid-market e-commerce brand was running campaigns across Google, Meta, TikTok, and programmatic display — but had no unified view of performance. Each platform reported its own conversions using last-click attribution, leading to massive double-counting. Leadership was making budget decisions based on data that did not reflect reality.
Our Approach
Reson8te's analytics team conducted a full attribution audit. We found that 68% of reported conversions were being claimed by more than one platform simultaneously. The brand thought their best-performing channel was Meta — in reality, Google Search was driving the majority of incremental revenue.
Building a Single Source of Truth
We implemented a unified data warehouse pulling raw event data from all platforms, combined with server-side tracking to reduce signal loss from browser privacy changes. From this foundation, we built a custom attribution model using time-decay weighting calibrated to their specific purchase journey length.
"When the CEO saw the real numbers for the first time, the room went silent. Then the budget conversation completely changed."
The Dashboard
We delivered a live performance dashboard with daily refresh: blended ROAS, true CPA by channel, incrementality estimates, and a budget allocation simulator that let the team run what-if scenarios before committing spend.
The Results
By reallocating budget to channels with proven incremental impact, the brand improved blended ROAS from 1.9× to 5.3× within two quarters. CPA dropped 34%. The CFO described it as the highest-ROI investment the marketing team had made in three years.