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data accuracy
daily budget pacing updates
migrated to Improvado
data accuracy
daily budget pacing updates
migrated to Improvado
Booyah Advertising is a full-service performance marketing agency. They serve over a hundred clients across North America, managing over $200M in ad spend for brands like RIA Money Transfer, Rare Beauty, and Givebutter.
For Booyah Advertising, a data-driven approach to digital marketing is everything. But even the most data-savvy agencies can hit roadblocks. After eight years with an ETL provider that couldn't keep up, Booyah switched to Improvado.
In this case study, their analytics team shares the valuable lessons they’ve learned.
With an analytics team of three people managing data for over 100 clients, Booyah needed an ETL partner they could rely on. However, what began as a promising partnership slowly devolved into a source of frustration.
The team faced several critical obstacles that undermined their workflow:
Data accuracy issues: Metrics would appear suspiciously low mid-month, and upon investigation, entire days of data were sometimes missing from reports. Duplicate data entries further skewed metrics, requiring extensive manual validation work.
Fragmented data architecture: Instead of using a centralized data model where one table could serve all clients, their provider created separate tables for each client. This approach led to inconsistent aggregation methods between accounts and made even simple updates inefficient—requiring modifications across hundreds of client-specific tables.
Delayed data availability: Critical performance data often didn't refresh until 3 or 4 PM, well after the team needed it for their daily budget pacing decisions, hampering their ability to make timely optimizations.
Limited data control: With no direct access to their own data and everything managed by the provider, the team couldn't perform ad hoc analyses without submitting tickets. They were also limited to predefined metrics and dimensions, with custom requests requiring lengthy approval processes.
Slow issue resolution: When problems arose, Booyah had no way to fix them independently. Adding metrics or resolving data problems took 5-7 business days to address and up to two weeks to fully resolve. The team often found themselves identifying API changes before their provider did, diverting time from strategic work to troubleshooting technical problems.
“The final straw came with a Search Ads 360 API update. We had clients relying on Search Ads 360's data-driven attribution (DDA) model, and we needed to pull DDA-specific metrics like revenue and conversions. We had this ticket out.
I was on maternity leave at the time. When I returned, months had passed, and the issue was still unresolved. We had multiple meetings with our ETL provider, and we even did our research to guide them on how to pull the DDA data. But it was taking too long, and we were stuck manually extracting the data.”
After many years with their previous ETL provider, Booyah knew a change was necessary. But the decision to switch wasn't taken lightly.
Before committing to Improvado, the agency thoroughly explored other options. Their criteria were mirroring their previous challenges: data accuracy, faster data availability, responsive support, and full control over their data operations. Improvado delivered on all fronts.
The full transition took approximately two quarters. The Analytics three-person team handled the core migration tasks, yet the entire agency participated in QA efforts. In total, they migrated around 500 to 600 reports.
“We looked into quite a few solutions in the market. Funnel, TopClick, Supermetrics... all those popular marketing tools. But after the first few calls with Improvado, we knew we'd made our decision. Their team demonstrated a deep understanding of our challenges and presented a clear path to resolving them.”
Booyah's current setup with Improvado reflects the complexity of its data operations. They rely on a vast number of Improvado's API connectors, valuing the platform's versatility in integrating data from multiple sources.
Their data recipes typically involve 15-20 data sources, though larger clients may require double that to track both front-end metrics (impressions, clicks) and conversion data.
The team has also tested Improvado's scalability, pushing its limits by combining 15 data sources and mapping up to 50 fields in complex recipes. While this occasionally resulted in slightly slower UI performance, the platform's capacity to handle such complex transformations far exceeded their previous experiences.
When the initial setup was complete, the team found that they rarely needed to interact with the Improvado platform on a daily basis.
“Once the data's flowing and our recipes are good to go—it's just set it and forget it. We never have issues with data timing out or not populating in GBQ. We only go into the platform now to handle a backend refresh if naming conventions change or something. That's it.”
The key outcome of Booyah Advertising's switch to Improvado was achieving data accuracy. With most of their data perfectly aligned with platform sources, the agency no longer wastes time second-guessing reports or performing excessive QA checks.
This trust has freed the team from manual data validation, allowing them to focus on higher-value tasks.
Previously, daily pacing updates—critical for managing campaign budgets—took two to three hours, requiring the team to manually pull and pivot data in Excel. With Improvado, the process now takes just 10 to 30 minutes to complete.
The improved accuracy has also boosted trust in client reporting.
“If we don't trust the data, the agency won’t trust the reports and won't give them to the client. They’ll start pulling data manually to Excel and spend a lot of time comparing platform numbers to reports. With Improvado, we now trust the data. If anything is wrong, it’s how someone on the team is viewing it, not the data itself. It’s 99.9% accurate.”
By getting direct access to their data, the agency has finally achieved autonomy. The analysts can perform ad hoc analyses whenever needed, as they can easily access data in GBQ and build custom tables and joins.
Booyah also appreciates Improvado's self-service transformation capabilities. With the robust "recipe builder," the team can quickly create and update complex data transformations tailored to each client's needs without relying on external support.
Improvado’s ETL process gives Booyah complete control over how their data is stored, accessed, and utilized. Whether they’re pushing data into BI tools or coding environment, the process is smooth and adaptable to their needs.
“Improvado gives us the freedom to use our data how we want. It puts the control back in our hands. We get to choose the options instead of being limited to pre-set ones.”
With Improvado, Booyah Advertising found more than just a data provider—they gained a proactive partner dedicated to keeping their data flowing seamlessly and addressing their needs in real time.
Beyond responsiveness, Improvado offers proactive assistance that helps prevent data issues before they impact Booyah's work.
“What I like about Improvado is their proactive approach with making sure that the data is flowing correctly and you understand what's happening with those API pools.”
Weekly check-ins with a dedicated customer success representative provide an added layer of support. This direct line of communication ensures that Booyah's needs are met effectively.
“We have weekly meetings with Improvado representative, and that really helps get things done quicker. We can raise a ticket, ask them to look at it, and they’ll push it forward if needed.”
This combination of responsive support, proactive assistance, dedicated communication, and self-service options has transformed Booyah's experience. They no longer feel like they're on their own when it comes to data management; they have a trusted partner in Improvado on their side.
Booyah Advertising is a full-service performance marketing agency. They serve over a hundred clients across North America, managing over $200M in ad spend for brands like RIA Money Transfer, Rare Beauty, and Givebutter.
https://www.booyahadvertising.com/For Booyah Advertising, a data-driven approach to digital marketing is everything. But even the most data-savvy agencies can hit roadblocks. After eight years with an ETL provider that couldn't keep up, Booyah switched to Improvado.
In this case study, their analytics team shares the valuable lessons they’ve learned.
With an analytics team of three people managing data for over 100 clients, Booyah needed an ETL partner they could rely on. However, what began as a promising partnership slowly devolved into a source of frustration.
The team faced several critical obstacles that undermined their workflow:
Data accuracy issues: Metrics would appear suspiciously low mid-month, and upon investigation, entire days of data were sometimes missing from reports. Duplicate data entries further skewed metrics, requiring extensive manual validation work.
Fragmented data architecture: Instead of using a centralized data model where one table could serve all clients, their provider created separate tables for each client. This approach led to inconsistent aggregation methods between accounts and made even simple updates inefficient—requiring modifications across hundreds of client-specific tables.
Delayed data availability: Critical performance data often didn't refresh until 3 or 4 PM, well after the team needed it for their daily budget pacing decisions, hampering their ability to make timely optimizations.
Limited data control: With no direct access to their own data and everything managed by the provider, the team couldn't perform ad hoc analyses without submitting tickets. They were also limited to predefined metrics and dimensions, with custom requests requiring lengthy approval processes.
Slow issue resolution: When problems arose, Booyah had no way to fix them independently. Adding metrics or resolving data problems took 5-7 business days to address and up to two weeks to fully resolve. The team often found themselves identifying API changes before their provider did, diverting time from strategic work to troubleshooting technical problems.
“The final straw came with a Search Ads 360 API update. We had clients relying on Search Ads 360's data-driven attribution (DDA) model, and we needed to pull DDA-specific metrics like revenue and conversions. We had this ticket out.
I was on maternity leave at the time. When I returned, months had passed, and the issue was still unresolved. We had multiple meetings with our ETL provider, and we even did our research to guide them on how to pull the DDA data. But it was taking too long, and we were stuck manually extracting the data.”
After many years with their previous ETL provider, Booyah knew a change was necessary. But the decision to switch wasn't taken lightly.
Before committing to Improvado, the agency thoroughly explored other options. Their criteria were mirroring their previous challenges: data accuracy, faster data availability, responsive support, and full control over their data operations. Improvado delivered on all fronts.
The full transition took approximately two quarters. The Analytics three-person team handled the core migration tasks, yet the entire agency participated in QA efforts. In total, they migrated around 500 to 600 reports.
“We looked into quite a few solutions in the market. Funnel, TopClick, Supermetrics... all those popular marketing tools. But after the first few calls with Improvado, we knew we'd made our decision. Their team demonstrated a deep understanding of our challenges and presented a clear path to resolving them.”
Booyah's current setup with Improvado reflects the complexity of its data operations. They rely on a vast number of Improvado's API connectors, valuing the platform's versatility in integrating data from multiple sources.
Their data recipes typically involve 15-20 data sources, though larger clients may require double that to track both front-end metrics (impressions, clicks) and conversion data.
The team has also tested Improvado's scalability, pushing its limits by combining 15 data sources and mapping up to 50 fields in complex recipes. While this occasionally resulted in slightly slower UI performance, the platform's capacity to handle such complex transformations far exceeded their previous experiences.
When the initial setup was complete, the team found that they rarely needed to interact with the Improvado platform on a daily basis.
“Once the data's flowing and our recipes are good to go—it's just set it and forget it. We never have issues with data timing out or not populating in GBQ. We only go into the platform now to handle a backend refresh if naming conventions change or something. That's it.”
The key outcome of Booyah Advertising's switch to Improvado was achieving data accuracy. With most of their data perfectly aligned with platform sources, the agency no longer wastes time second-guessing reports or performing excessive QA checks.
This trust has freed the team from manual data validation, allowing them to focus on higher-value tasks.
Previously, daily pacing updates—critical for managing campaign budgets—took two to three hours, requiring the team to manually pull and pivot data in Excel. With Improvado, the process now takes just 10 to 30 minutes to complete.
The improved accuracy has also boosted trust in client reporting.
“If we don't trust the data, the agency won’t trust the reports and won't give them to the client. They’ll start pulling data manually to Excel and spend a lot of time comparing platform numbers to reports. With Improvado, we now trust the data. If anything is wrong, it’s how someone on the team is viewing it, not the data itself. It’s 99.9% accurate.”
By getting direct access to their data, the agency has finally achieved autonomy. The analysts can perform ad hoc analyses whenever needed, as they can easily access data in GBQ and build custom tables and joins.
Booyah also appreciates Improvado's self-service transformation capabilities. With the robust "recipe builder," the team can quickly create and update complex data transformations tailored to each client's needs without relying on external support.
Improvado’s ETL process gives Booyah complete control over how their data is stored, accessed, and utilized. Whether they’re pushing data into BI tools or coding environment, the process is smooth and adaptable to their needs.
“Improvado gives us the freedom to use our data how we want. It puts the control back in our hands. We get to choose the options instead of being limited to pre-set ones.”
With Improvado, Booyah Advertising found more than just a data provider—they gained a proactive partner dedicated to keeping their data flowing seamlessly and addressing their needs in real time.
Beyond responsiveness, Improvado offers proactive assistance that helps prevent data issues before they impact Booyah's work.
“What I like about Improvado is their proactive approach with making sure that the data is flowing correctly and you understand what's happening with those API pools.”
Weekly check-ins with a dedicated customer success representative provide an added layer of support. This direct line of communication ensures that Booyah's needs are met effectively.
“We have weekly meetings with Improvado representative, and that really helps get things done quicker. We can raise a ticket, ask them to look at it, and they’ll push it forward if needed.”
This combination of responsive support, proactive assistance, dedicated communication, and self-service options has transformed Booyah's experience. They no longer feel like they're on their own when it comes to data management; they have a trusted partner in Improvado on their side.
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