Unifying Marketing Data to Close the Gap Between Spend and ROI

THE SITUATION

Marketing teams were merging data from Meta, Google, and LinkedIn manually. That fragmentation drove inconsistent ROI reporting and high manual overhead every time someone needed a cross-channel view.

The bigger cost was timing. Budget optimizations during active campaign phases were delayed, because no one had a live, unified picture of what was working until the manual reconciliation was done.

THE SOLUTION

GrowthArc was brought in to remove the reconciliation step entirely, not just speed it up. The governing principle: if every channel feeds a single live source, there’s nothing left to merge, and nothing left to delay reporting.

The approach centered on connecting Meta, Google, and LinkedIn spend data directly into Snowflake, then building a standardized reporting layer on top of it in Sigma. Three views were prioritized: cross-channel ROAS against revenue, audience segmentation through conversion heatmaps, and AI-driven “What-If” projections for spend scenario planning.

WHAT WE BUILT

GrowthArc built a Sigma dashboard with a live, standardized connection into Snowflake. Meta, Google, and LinkedIn spend streams were unified directly within the Snowflake architecture, replacing the manual merge process with a single connected data layer.

Cross-channel attribution and standardized ROI metrics run against this live data, so every report reflects current state without anyone running an extract. Governance was handled through Snowflake’s existing security model. Role-based data visibility carried over directly, so different teams see what’s relevant to them without a separate access layer bolted on top.

THE OUTCOME

Marketing Ops cut manual data preparation time by 40% once Meta, Google, and LinkedIn spend streams were unified in Snowflake. CMOs and Marketing VPs now get a 360-degree view of cross-channel ROAS through a single dashboard, with no lag between source data and what’s on screen.

The structural shift is the removal of the reconciliation dependency itself. Reporting is no longer something that gets produced on request. The “What-If” projection layer means scenario planning is now part of the day-to-day workflow for growth planning teams, not a separate exercise.