Case Study: CPG & FMCG

CPG FMCG Case Study1

CASE STUDY 01 · CPG / FMCG · MARKETING ANALYTICS When Every Agency Had a Different Number for ROAS A personal care brand running campaigns across six platforms had no idea which channel was actually working. DataVines built the single source of truth they'd been missing for two years.

INDUSTRY

FMCG — Personal Care

GEOGRAPHY

United States (West Coast + Midwest)

ENGAGEMENT

11 Weeks

Key Outcomes

34%

improvement in blended

60+ hrs

per month of manual

each with a different ROAS number for the same week. Meta's native dashboard said 4.. The

agency's blended report said 2.. The internal analyst's spreadsheet said 3.4x. Nobody was lying —

IndustryCPG & FMCG

RegionUnited States

Tech Stack

Python · BigQuery ·Looker StudioResults at a Glance34%improvement in blendedROAS60+ hrsper month of manualreporting eliminatedplatformsunified into one livedashboard3 days→ 4 hrscampaign reportingturnaroundAbout the ClientA midsized personal care brand based in Californiaselling through a mix of their own DTC websiteAmazonTarget.comGoogleYouTubeAmazon DSPPinterestreporting templates.What Was Actually Going Onthey were just measuring differently.Meta was counting viewusing a 7but with threedifferent answersunified ROAS viewspendwhich 40% of it was working.Where things broke down:Six platformstwo agencieszero consistent metric definitionsnot hoursWhat DataVines DidBefore writing a single line of codeGetting the data connectedGoogle AdsAmazon DSPYouTubeAnalyticsPinterest Adsand TikTok Ads into a single BigQuery warehouseupon ROAS formulaoneattribution windowone methodology for handling returns and refundssilently breaksBuilding the dashboarda channellevelbreakdownand a campaignlevel drilldownthe team could already see if theywere on track or burning ahead of planweekoverMaking the data actionableBuilt a crossand Pinterestpage document designed for leadershipreviewnot analyst reviewso everyone wasreading from the same page going forwardTechnology UsedPython GoogleBigQueryLookerStudioMeta Ads API Google AdsAPIAmazon DSPAPIWhat Changedlive as the first time she'd walked into the7 AM and the picture was clear.On the performance sideTikTokwhich looked terrible on lastclick ROASwas assisting nearly 22% of Meta conversions. Theblended ROAS improved 34%.What Comes Nextbefore theplanning cycle starts.

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