Marketing Performance Analytics - From Isolated Data to Unified Profitability View

From Isolated Data to Unified Profitability View

Today we launch our newest layer - comprehensive online marketing analytics integrated directly with financial data.

Problem We Solve

E-commerce companies today track:

• Marketing performance in Google Ads, Meta Ads Manager, TikTok…
• Finances in Pohoda, Money S3, SuperFaktura
• Excel to connect both worlds

Result? “We have good ROAS” ≠ “we’re making money”

Campaigns with high ROAS can be loss-making after accounting for logistics, returns and other direct costs. And conversely - low ROAS doesn’t automatically mean bad campaign if products have high margin.

Marketing managers optimize ROAS. Finance managers calculate real profitability. And between them is Excel, manual exports and weeks-delayed data.

What We Developed

Unified Marketing & Finance Analytics Layer

We integrate data from major online marketing platforms:

• Google Ads
• Meta (Facebook & Instagram)
• Bing Ads
• TikTok
• And more…

And connect them with financial data in real-time.

Key Features

1. Comprehensive Marketing Dashboard

• Impressions, clicks, conversions across all platforms
• CTR, conversion rate, ROAS with CY vs PY comparison
• Trend analysis by months with outlier visualization

2. Variable Marketing Spend Allocation

At level of:

• Individual countries
• Marketing channels (Google, Meta, TikTok…)
• Products (*with properly set campaign tracking)

3. Advanced Margin Analysis

Not just Gross Profit, but:

• GM1 (after direct costs)
• GM2 (after allocation of direct and indirect marketing spend) → Real profitability of products and campaigns in daily live environment

4. AI-Powered Insights

Our pre-trained AI model:

• Analyzes CTR, conversion rate, ROAS at product and campaign level
• Benchmarks vs. historical trends and available market data
• Highlights risks (campaigns with declining ROAS, high spend without results)
• Identifies opportunities (underperforming channels, seasonal patterns)

Who Is This For?

Primarily for e-commerce clients where online marketing forms significant part of variable costs.

Typically companies that:

• Spend €10K+ monthly on online marketing
• Want to know real profitability after marketing
• Need daily visibility, not monthly Excel reports
• Seek AI-driven recommendations for improvement

Why Does It Work?

Because we first used it ourselves.

We developed and tested this layer on our own day-to-day service delivery processes. Only when it proved itself - brought measurable improvement in accuracy, time and depth of analysis - we made it available to clients.

We can say exactly:

• Where you save time (automated collection instead of manual exports)
• Where you gain precision (proper allocation of marketing costs)
• Where you get detail (product-level profitability after marketing)

No promises. Just proven use cases with specific benefit.

Client Deployment

Currently onboarding our e-commerce clients to this new layer.

Result? Decisions about campaigns, pricing and product portfolio based on complete data, not just ROAS.

Want to Know More?

If you face similar challenges in e-commerce, reach out.

Contact: contact@onetribe.sk | onetribe.sk

This article is part of our Use Cases series, where we present real solutions for various industries and business challenges.