AdRoll Cuts 82% of Cross-Channel Attribution Development Time with Improvado’s Embedded API

Executive Summary

• Improvado enabled AdRoll to seamlessly connect and normalize marketing data across 11 platforms, accelerating time-to-market for their new cross-channel attribution product.
• With Improvado’s help, AdRoll cut their data engineering time by about 82%.
• This partnership contributed to an expected 300% ROI within the first year of AdRoll’s new product launch.

About AdRoll

AdRoll is a marketing and advertising platform that helps B2C businesses and agencies run, measure, and optimize multi-channel, full-funnel campaigns. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006.

The Challenge

AdRoll has expertise in advertising solutions and needed to evolve its analytics and attribution offering to meet ongoing market challenges for global customers across North America, EMEA, and APAC. The team faced a pivotal challenge in scaling their marketing analytics product branch: an urgent need for reliable integrations with key marketing platforms.

AdRoll’s team had limited engineering resources dedicated to the development of new integrations. The task was challenging, requiring:

• Significant engineering investment to build the needed integrations.
• The ability to map and normalize data gathered from multiple platforms.
• Ensuring data is analysis-ready, with a strong emphasis on compliance with data privacy and security standards.

Expanding the team of engineers and data analysts was out of the question since hiring and onboarding time would delay the product rollout. After considering available options on the market, the team partnered with Improvado for its fast, reliable, and cost-effective embedded API solution that aligned with AdRoll’s pricing model.

How Improvado Helped

AdRoll tasked Improvado with the following goals:

• Integrate data across 11 marketing platforms.
• Transform and map raw data to ensure it’s ready for cross-channel attribution. 
• Develop OAuth flows that could be white-labeled within AdRoll's platform, meeting the broad coverage of platforms from the team’s requirement list.

This strategic partnership allowed AdRoll to rapidly achieve its development goals and launch new, advanced attribution dashboards for its diverse customer base, all without expanding its engineering team.

On top of that, AdRoll highlighted Improvado’s partnership approach and a high level of support throughout the collaboration:

The Result

With Improvado’s support on data integration, normalization, and attribution side of things, AdRoll could effortlessly deliver a high-quality product right on time. Additionally, the team yielded significant benefits from this partnership:

82% of time saved on building new integrations

Building integrations from scratch is a labor-intensive process requiring a lot of pre-work to review the available documentation and connect with a platform directly if there are any open questions on implementing their API. AdRoll’s engineering team on average could build one new integration per quarter.

Partnership with Improvado enabled AdRoll to bypass the need to individually create 11 integrations. The team could access data from all eleven sources through Improvado alone, all within just six months.

Expanded service offering with new integrations

Improvado’s willingness to build custom integrations enabled AdRoll to include non-ads platforms into their offering for the first time. AdRoll’s new cross-channel attribution product allows users to connect revenue dots between data from email, SMS, CRM, and analytics platforms, including:

• Email and SMS platforms:
  • ActiveCampaign
  • Mailchimp
  • Klaviyo

• CRM/analytics platforms:
  • HubSpot
  • Salesforce
  • Google Analytics

These integrations contribute to a more holistic representation of customers' entire marketing journeys.

AdRoll’s journey with Improvado demonstrates how important a trustworthy data integration partner can be when developing data-driven SaaS products. This partnership not only solved AdRoll's immediate challenges but also set a foundation for continued growth and innovation.