Cross-border e-commerce · digital marketing
Marketing attribution & automated ROI
Fixed the broken tracking so every channel's true ROI finally showed up — automatically.
Proves · Data + Attribution + Automation
- Clean
- channel grouping
- End-to-end
- attribution
- Auto
- ROI calculation
Challenge
Marketing spend was flying blind. With no tagging guideline, tags were fired wrong or forgotten, so Analytics missed data; inconsistent naming and undefined channels turned channel grouping into a pile of 'unknown'. No deeplinks meant app-install sources were lost, missing referral capture broke attribution again, and data from Analytics, Google Ads and Facebook Ads was stitched together by hand.
Approach
We put the measurement foundation right: a GTM tagging guideline with consistent naming, proper use of Google/Facebook auto-tagging, well-defined channel grouping, deeplinks and referral capture so sources survive the journey, and a clear attribution model — then automated the data pulls from Analytics, Google Ads and Facebook Ads instead of doing them by hand.
Outcome
Channels became clean and comparable instead of 'unknown', attribution held together end to end, and ROI could be calculated automatically — so marketing decisions finally ran on numbers the team could trust.