Closing the Attribution Gap: 60% to 98% Ad-to-Landing-Page Coverage

Context

Only 60% of landing pages were correctly mapped to their source ads across Meta, Google, and TikTok, leaving spend, revenue, and product performance impossible to reconcile with confidence.

Architecture & Approach

• Audited and rebuilt the landing-page attribution slug system tying each page to its respective ad across all three platforms.
• Reconciled spend vs. revenue vs. product for each campaign using the corrected attribution data.
• Consolidated 6 fragmented marketing data sources (ClickFunnels, AnyTrack, HevoData, Google, Meta, TikTok) into a governed bronze/silver/gold BigQuery pipeline as part of the same engagement, cutting processing overhead ~20%.

My Contribution

I individually audited the existing slug mapping, rebuilt the attribution logic, and reconciled spend/revenue/product in the pipeline. Ad platform spend data itself came from Awesomely’s existing ad accounts.

Stack