Unified Marketing Performance Tracking Across All Channels

How a Retailer Consolidated Marketing Spend and Measured True Performance Across Paid and Manual Channels

Agus Velazquez

Feb 18, 2024

In today’s omnichannel marketing landscape, it’s nearly impossible to get a unified, unbiased view of marketing performance across platforms. A growing e-commerce brand partnered with Blyze Labs to solve this by consolidating marketing data from Google, Meta, TikTok, Pinterest, influencers, PR, and more into a single performance source of truth. This project enabled the marketing team to confidently track spend, CAC, ROAS, and CPS per channel—both automated and manually tracked—and laid the foundation for more advanced attribution modeling.

At a Glance

💸 100% of marketing spend consolidated across paid & manual sources
🤝 Manual input support for influencers, PR, events & partnerships
📈 CAC, ROAS & CPS calculated by channel using unified order/session data
🔍 Attribution model implemented: Last-click logic applied across channels

Industry: E-commerce
Tech Stack: Meta Ads · Google Ads · TikTok Ads · Pinterest · Influencer Programs · Internal BI Stack

Challenge

With marketing spread across more platforms than ever, each reporting results differently, teams struggled to answer basic performance questions:

What is our true spend by channel, including manual initiatives?
What’s the actual CAC and ROAS across platforms?
Are we tracking influencer and PR investments effectively?
How do sessions and orders tie back to marketing initiatives?

On top of that, platforms often report performance with bias, favoring their own results. The marketing team needed a unified, impartial, and extensible solution.

Our Approach

Blyze Labs built a centralized marketing performance platform that brought all sources, automated and manual, into one place. Our work included:

Data Consolidation:
Integrated paid media platforms (Meta, Google, TikTok, Pinterest, etc.) with custom connectors and manual upload flows for PR, events, and influencer campaigns.
Unified Budget + Spend Tracking:
Created a clear view of planned vs. actual spend across all marketing activities, removing discrepancies between teams and sources.
Attribution Logic:
Applied a last-click attribution model to tie sessions and orders to the most recent marketing touchpoint, enabling clearer performance insights.
Performance Metrics Modeling:
Calculated:
- CAC (Customer Acquisition Cost)
- ROAS (Return on Ad Spend)
- CPS (Cost Per Session)
  at the channel and campaign level.
Next-Step Ready:
With the foundational layer complete, the client is now positioned to evolve toward multi-touch attribution and MMM (Marketing Mix Modeling).