Case Study
Cross-Channel Marketing Analytics
Optimizing ad budgets across Meta, Google, and feeds.
At eBay Classifieds Emerging Markets, our founder built unified cross-channel marketing dashboards serving 5 markets (Mexico, South Africa, Poland, Ireland, Argentina) during the COVID-19 pandemic. When demand collapsed in real estate and autos, the CFO and GMs needed rapid visibility into which channels still delivered ROI. By connecting Meta, Google Ads, feed-based listings, and GA attribution into Tableau and Looker Studio, he enabled weekly budget reallocation that drove 10-18% ROAS uplift across markets.
Key Results
The Transformation
The Challenge
COVID-19 upended the economics of eBay Classifieds' marketing across all emerging markets simultaneously:
- Demand collapsed in core categories — real estate viewings stopped and car dealerships closed, making pre-COVID ad spend assumptions meaningless
- The CFO needed weekly ROI visibility across 5 markets to decide where to cut budgets and where to sustain spend through the downturn
- Marketing data was fragmented: Meta and Google Ads reported in their own platforms, feed-based listing performance lived in internal tools, and GA attribution existed separately
- GMs in each market were making budget decisions independently with no standardized cross-channel view, leading to inconsistent optimization
Our Approach
**Cross-Channel Data Integration:**
- Connected Meta Ads, Google Ads, feed-based listing platforms, and Google Analytics attribution into unified datasets covering all 5 emerging markets
- Standardized channel definitions and attribution logic so ROAS was comparable across platforms and geographies
**Dashboard Development & Rapid Prototyping:**
- Built Tableau and Looker Studio dashboards providing weekly cross-channel performance views for each market
- Rapidly prototyped new views as the pandemic evolved — what started as survival dashboards grew into permanent marketing intelligence tools
**Weekly Monitoring & Budget Allocation:**
- Established weekly review cadence with CFO and market GMs, using dashboards to make real-time budget reallocation decisions
- Identified which channels maintained positive ROAS during demand collapse and shifted spend accordingly across markets
The Outcome
**Marketing Efficiency:**
- 10-18% ROAS uplift across markets — achieved by shifting spend from collapsed channels to those maintaining positive returns during the pandemic
- Budget allocation decisions moved from monthly gut-feel to weekly data-driven reviews with standardized cross-channel metrics
**Executive Decision Support:**
- CFO had a single weekly view of marketing efficiency across all 5 markets — enabling faster cost control during the crisis
- GMs transitioned from independent, uncoordinated budget decisions to standardized optimization using shared dashboards
- Dashboards built for pandemic survival became the permanent marketing analytics infrastructure for eBay Emerging Markets
Want similar results for your organization?
Get in touchReady to turn data into decisions?
Let's discuss how Clarivant can help you achieve measurable ROI in months.