Trovant Media: Automated Client Marketing Reporting

Eliminated manual weekly spreadsheet reporting across TikTok, Google Ads, Facebook Ads, and Liine CRM.

Client

Trovant Media

year

Jul 2025

services

Automated Reporting

platform

Looker Studio

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

Trovant Media's team was manually creating weekly performance reports, a process that consumed significant time and created opportunities for errors:

Specific pain points:

Manual spreadsheet hell: Creating weekly reports comparing month-over-month performance by channel (TikTok, Google Ads, Facebook Ads)
Lead reconciliation nightmare: Manually matching leads from ad platforms to Liine CRM bookings to calculate true cost per booking
Separate trend graphs: Creating individual week-over-week comparison charts for each metric
Service-level blindness: No automated way to see which services (Pilates, laser hair removal, microneedling) had the best cost per lead by platform
Time-intensive process: Hours spent each week on reporting instead of optimization

What We Built

We 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 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 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 actual 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 Stack:

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

Project results

The automated reporting solution was delivered in 3 weeks.

Business Impact

Eliminated manual weekly reporting: Team no longer spends hours creating spreadsheets and graphs—dashboards update automatically daily
Real-time visibility: Instant access to cost per lead and cost per booking across all platforms, updated daily instead of weekly
Service-level insights: First-time visibility into which services perform best on which platforms, enabling smarter budget allocation
Lead reconciliation solved: Automated matching between ad platforms and Liine CRM bookings eliminates manual reconciliation errors
Scalable infrastructure: System handles multiple clients and can easily add new platforms or metrics as business grows
Time savings: Estimated 4-6 hours saved weekly on manual reporting, allowing team to focus on campaign optimization

What the Client Said

"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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What our customers say

“MetricMaven greatly improved our ability to deliver the type of media attribution our company wants to bring to an industry that struggles with so many fragmented data siloes. Adding this service into our toolkit has allowed us to create room for our creative and media teams to test more, scale results faster, and grow into one of the strongest financial marketing agencies in the U.S.”

Hunter Young

Founder, HIFI Agency

“MetricMaven built exactly what we needed: a scalable system that gives our franchise development client visibility they've never had before. Being able to see which ad sources actually drive closed deals—not just leads—has transformed how they allocate their marketing budget. And the fact that we can add new brands to the system without starting from scratch makes this a true competitive advantage for our agency.”

Josh Deyton

EVP, See.Spark.Go

“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

“MetricMaven has transformed the way we do data reporting to our partners at Kitchen Hub! With it's user-friendly interface, we effortlessly share detailed insights with our network of restaurant partners.”

Fatima Ahmad

BI Lead at KitchenHub

“I have never had such a positive experience working with a company before. Jamie was clearly an expert from day one. He transformed our dashboard and integrations while being professional, prepared, and genuinely invested in our success.”

Joe Formica

Founder, Bitesize UX

“Jamie was extremely helpful in helping us create a new Google Ad report template. He adapted the report to our needs and was patient and responsive with all of our questions. We will definitely be using him again for our next project.”

David Luyendyk

Founder, Yellow House Design and Marketing

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