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Case Study
DTC E-commerce Brand
Consumer goods · 35 employees
Rebuilt marketing attribution and reallocated 28% of ad spend.
Problem
The founder was buying ads across four channels on gut feel because the platform dashboards each claimed credit for the same revenue. Nobody could answer which channel actually paid for itself.
Solution
We centralised orders, sessions, and ad spend in BigQuery, built a first-touch and last-touch model side by side, and shipped a weekly channel P&L that treats ad spend as a real cost line.
Result
Within two months the team reallocated 28% of ad spend away from a channel that looked great in-platform and was actually break-even. Contribution margin per order improved 11%.
What we actually did
- Pulled Shopify, Klaviyo, Meta Ads, Google Ads, and TikTok Ads into one warehouse.
- Modelled sessions and orders with a shared user identifier, not platform IDs.
- Built a channel P&L dashboard that finance and marketing both signed off on.
- Set up alerts for CAC drifting more than 15% week-over-week.