The Lean Connector-Led Stack: Unify Marketing Data & Master Your ROAS
Are your ad platforms all claiming credit for the same sale? When data from Meta Ads, Google Ads, TikTok, and Klaviyo lives in silos, your total reported conversions often exceed actual sales, making true ROAS impossible to calculate. Privacy updates like iOS 14+ compound the problem by causing significant data loss, forcing you to make critical budget decisions based on incomplete and inaccurate information.
This stack provides the fastest path to a unified view of your marketing performance, bypassing complex data engineering. By leveraging a marketing-focused data connector like Supermetrics, you can automatically pipe all your performance data from disparate ad platforms and marketing tools directly into a central data warehouse like BigQuery. This allows you to centralize your data in days—not months—and start building accurate, multi-touch attribution models immediately.
Expected Outcomes
- A single source of truth for all marketing performance data.
- Accurate, de-duplicated ROAS and CPA calculations for every channel.
- Clear visibility into the complete, multi-touch customer journey.
- The ability to make data-driven budget allocation decisions with confidence.
- Faster time-to-insight without relying on complex, long-term data engineering projects.
Core Tools in This Stack
Klaviyo
Visit websiteKlaviyo is an intelligent marketing automation platform that unifies customer data to deliver personalized experiences across email, SMS, mobile push, and reviews. Designed primarily for e-commerce brands, it helps businesses build stronger customer relationships and drive growth through targeted communication and data-driven insights.
Key Features
- Unified Customer Data Platform (CDP)
- Email & SMS Automation
- Advanced Segmentation
- Predictive Analytics & AI
- Personalization Engine
- On-site Forms & Pop-ups
- In-depth Reporting & Analytics
- Extensive Integrations
Ideal For
Company Size: Micro, Small, Medium, Large
Industries: Retail & E-commerce, Health & Wellness, Technology & Software, Creative & Media
Pricing
Model: Freemium, Subscription, Usage-Based
Tier: Medium
Ease of Use
Medium
Google Analytics 4
Visit websiteA web and app analytics service that provides AI-powered insights to help businesses understand the complete customer journey, improve marketing ROI, and make data-driven decisions with a privacy-centric, event-based measurement model.
Key Features
- Event-based data model
- Cross-platform and cross-device tracking (Web & App)
- AI-powered predictive insights and audiences
- Enhanced reporting and analysis tools (Explorations)
- Privacy-centric measurement (cookieless)
- Seamless integration with Google Ads, BigQuery, and other Google Marketing Platform products
Ideal For
Company Size: Micro, Small, Medium, Large
Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other
Pricing
Model: Freemium
Tier: Free
Ease of Use
Moderate
The Workflow
Integration Logic
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Supermetrics
Supermetrics acts as a data pipeline that connects to the Klaviyo and Google Analytics 4 APIs independently. Users configure queries within the Supermetrics interface (inside a destination like Looker Studio or Google Sheets) to specify which metrics (e.g., email opens, clicks, campaign revenue) and dimensions (e.g., campaign name, flow name) to pull from Klaviyo, and which data (e.g., sessions, users, conversions, source/medium) to pull from Google Analytics 4. Supermetrics then fetches this data and loads it into the user's chosen destination. There is no direct data sync between Klaviyo and GA4; Supermetrics is the intermediary that aggregates data from both sources for reporting and analysis.
Unlock Your True Marketing ROAS
Stop wasting ad spend—learn how to unify your data and end attribution chaos for good.