Aggregate Marketing Spend Data with mapflo

mapflo uses an easy-to-build flow to combine your marketing spend data into one dataset that can be used to track daily or monthly spend.

Schedule the report to run every day so the data is always up to date.

CONNECT TO YOUR MARKETING PLATFORMS

Add a source node to your flow such as Google Ads data. Select the dimensions and metrics you need and the data is pulled into your flow. 

MAP DIMENSIONS FROM DIFFERENT PLATFORMS

Normalize dimension and metric naming across marketing platforms.

For example, create a new dimension called ‘Cost’ where ‘Cost’ from Google Ads and ‘Amount Spent’ in Facebook can be mapped to.

Once normalized, you can join the data from different marketing platforms together into one Table.

CREATE CUSTOM DIMENSIONS AND METRICS

Create Custom Dimensions that can, for example, extract data contained in Campaign Names (or use more complicated logic to populate new custom dimensions).

Create Dimensions called ‘Objective’; ‘Region’; ‘Ad Type’, ‘Audience’ and ‘Category’ that are populated based on data extracted from the Campaign.

Use custom dimensions to track spend by product category.

screenshot showing example of custom dimensions

HANDLE NON-AGGREGATABLE DATA

Pull non-aggregatable data.

(A good example of a non-aggregatable field is Facebook’s Reach metric. It is the number of people who have seen an ad in a given time period. You can not combine reach from different time-periods as they may contain the same people).

Set a time period over which you want to view non-aggregatable data.

FLEXIBLE DATE RANGES

mapflo has flexible parameters for the date ranges of data you want to pull.

Set based on fixed time frames; moving range or dates; start fixed, end moving; ‘Last X days/months’.

SCHEDULE THE FLOW WHEN YOU WANT IT

Set your aggregated marketing data flow to run daily, weekly, or monthly. Or set a custom frequency. So you always have up-to-date data.

CONVERT COSTS TO THE SAME CURRENCY

Use the currency converter node to translate costs into your preferred currency so that costs in your merged marketing spend dataset are all in the same currency.

EXPORT THE DATA WHERE YOU WANT IT

Export your aggregated marketing spend data to googlesheets, csv or excel in Google Drive or Amazon S3.

Use the data in another mapflo flow or use as a data source for Data Studio.

DO MORE WITH YOUR MARKETING SPEND DATA

Aggregating your marketing spend data is just the start. Now use mapflo to combine it with Google Analytics data to map to sessions and orders or to your e-commerce platform data to track orders and margin against spend.

The versatile flows allow you to create easy to implement but powerful rules to help manage your data (such as creating a channel structure).

Learn more