Trovant Media: Automated Marketing Reporting for a Performance Agency - Case Studies

Project Overview

Trovant Media, a performance marketing agency specializing in health and beauty clients, was drowning in manual reporting. Every week, their team spent hours creating spreadsheets comparing month-over-month performance across TikTok, Google Ads, and Facebook Ads, then manually reconciling lead data from their Liine CRM system.

MetricMaven delivered a comprehensive automated reporting solution in weeks, integrating all marketing platforms and CRM data into a centralized BigQuery warehouse with real-time Looker Studio dashboards.

Result: Eliminated manual weekly reporting, provided real-time visibility into cost per lead and cost per booking by platform and service type, and freed the team to focus on optimization instead of spreadsheet work.

Execution

The Challenge

They had the data, but reporting it was slow, manual, and error-prone.

Trovant Media struggled with:

Manual spreadsheet reporting every week
Month-over-month comparisons built by hand
Reconciling ad platform leads with Liine CRM bookings
No automated cost per booking metric
No visibility into performance by service type (Pilates, laser hair removal, microneedling, etc.)
Hours lost to reporting instead of optimization

Each new report required rebuilding charts, manually matching leads, and double-checking calculations week after week.
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The Solution

MetricMaven delivered a complete automated reporting solution in three weeks, structured across three development phases:

Phase 1: Data Integration & Modeling (Week 1)

Built the foundational data infrastructure:

Airbyte Connectors: Configured automated data extraction from TikTok Ads API, Google Ads API, and Facebook Marketing API
BigQuery Warehouse: Set up a secure data warehouse with proper schema design for marketing and CRM data
dbt Models: Developed data transformation logic for business metrics and cost calculations
Automated Refresh: Established daily data sync schedules, ensuring reports always reflect the latest performance

Phase 2: CRM Integration (Week 2)

Connected advertising spend to actual business outcomes:

Liine CRM Integration: Direct connection to capture lead and booking data
Lead Matching Logic: Mapped leads from ad platforms to CRM records for accurate attribution
Cost Calculations: Built automated cost per lead and cost per booking metrics using CRM conversion data
Data Validation: Implemented error handling and discrepancy detection between platforms

Phase 3: Dashboard Development (Week 3)

Created four comprehensive dashboard views:

1. Overview Dashboard

Platform-level performance metrics (TikTok, Google Ads, Facebook Ads)
Real-time cost per lead and cost per booking using Liine data
Daily trend metric views

2. Week-over-Week Performance Tracking

Trending metrics for leads, cost per lead, bookings, and cost per booking
Visual trend lines replacing manual graph creation
Month-over-month comparisons

3. Facebook/TikTok Forms Analysis

Breakdown by service type (Pilates, laser hair removal, microneedling, etc.)
Cost per lead and cost per booking by form/service
Performance ranking for optimization insights

4. Day-over-Day Trend Tables

Comprehensive tabular view of all key metrics
Exportable data for additional analysis
Historical performance tracking

Technical Architecture

MetricMaven delivered a lean, modular reporting infrastructure that connects ad platforms to CRM outcomes with minimal ongoing maintenance.

Google BigQuery for data warehousing
Airbyte for ETL orchestration
dbt for data modeling and transformations
Looker Studio for responsive dashboards with export capabilities

Trovant Media: Automated Marketing Reporting for a Performance Agency

Project Results

The automated reporting system was delivered in just 3 weeks and immediately replaced manual workflows.

✅ Manual reporting eliminated: Weekly spreadsheet creation removed entirely.

✅ Real-time visibility: Metrics now update daily instead of weekly.

✅ True cost per booking unlocked: Automated CRM matching replaced guesswork.

✅ Service-level insights: First-time clarity into which services perform best by platform.

✅ Scalable foundation: Infrastructure supports additional clients, platforms, and metrics.

✅ 4–6+ hours saved per week: Time redirected from reporting to optimization

“This dashboard transformed how we operate. We went from spending hours every week creating reports to having real-time insights at our fingertips. Being able to see cost per booking by service type across all our platforms has dramatically accelerated how quickly we optimize campaigns.”
— Jonathan Wallace, Founder, Trovant Media

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