CV Scaled to 400+ Accounts Without Scaling Costs

Imagine losing access to 90 percent of your team’s marketing data overnight. That's the situation CV’s (Christian Vision) direct evangelism marketing team faced four years ago. To prevent this from reoccurring, the team embarked on a seven-month search for a new solution they could rely on.  

Today, they seamlessly manage more than 400 accounts across eight main data sources, running more than 700 advertisements at a time across multiple platforms. They have overcome data discrepancies typical for global teams, democratized data access for approximately 70 users, and harnessed AI-driven insights to stay ahead. 

Read on to discover how this team rebuilt their marketing data infrastructure—and future-proofed it for success.

Ad accounts access disruptions and loss of historical data

In 2020, CV's digital evangelism marketing team managed around 20 Facebook accounts—which accounted for the majority of their advertising budget—using Google Data Studio (now Looker Studio) and a well-known marketing intelligence platform.

While this setup initially sufficed, it presented ongoing challenges. Teams often lost access to accounts and dealt with broken connections, leading to a constant cycle of account swapping just to keep data flowing. It was a manageable, but tiresome, workaround. 

However, the 2020 Facebook updates changed everything. In response to increased security and privacy concerns, Facebook tightened API rules and account restrictions—severely impacting the data management tool CV’s direct evangelism marketing team relied on. Overnight, the team lost access to 90 percent of its Facebook accounts. Though they managed to restore access within a week, the damage was done: historical data was lost.

This incident exposed the fragility of the existing setup and served as a wake-up call. Recognizing the escalating risks, the team decided to find a more reliable solution.

After evaluating 30 solutions, CV’s digital evangelism marketing team landed on Improvado

The team spent seven months evaluating almost 30 marketing data platforms. Their key criteria included:

• Data accessibility: Continuous access to both historical and current data, regardless of the BI tool in use.
• Ease of use: Straightforward data handling with no need for creative workarounds.
• Scalability: Supporting rapid growth without skyrocketing costs.

One of the biggest concerns at this step was per-account pricing. With rapid growth and frequently added accounts, a predictable pricing model was key. Improvado's fixed pricing model and robust capabilities provided the ideal solution.

During a three-month Improvado trial, the team seamlessly migrated 80 accounts, primarily Facebook, Google Ads, and YouTube. The onboarding process was fast and effective. Within two days and after a few UI tutorials, they were extracting data and resolving minor metric discrepancies.

Over 400 accounts, 8 major data sources, and AI-powered insights

Throughout the initial sign-up, trial, and first two years of collaboration, one person handled all Improvado implementation—from UI work and product testing to integrating the AI Agent and ongoing management. The team has grown since then, and now has the capacity to manage, transform, and analyze data from all their marketing efforts with ease at any headcount.

Operating across many diverse countries, the team frequently receives requests to onboard data from unfamiliar platforms—and to do so quickly. Improvado's extensive library of connectors and its ability to create custom connections have been invaluable.

The team actively uses Improvado Data Transformations to customize data structures for reporting and analysis needs. They also leverage the AI Agent for quick ad-hoc insights, bypassing the need for complex, multi-table queries. 

Looking ahead, they are considering expanding its application to more sophisticated analytical use cases.

Scalable and manageable data infrastructure that doesn’t cause additional expenses

Before Improvado, the prospect of rapid account growth raised concerns about costs as well as operational complexities and staffing needs. Without a scalable solution, it was estimated the digital evangelism marketing team would need at least six additional staff members just to manage their data pipelines.

Improvado allowed them to avoid this scenario. Even during significant expansions—such as adding 50-70 new accounts within a few months—the system remained stable and easy to manage even with a team of two. 

More importantly, the team no longer faces the concern of escalating fees as they scale.

Unified data standards and consistent numbers across the globe

In the past, CV's digital evangelism marketing teams often struggled with discrepancies caused by multiple data sources and extraction tools. For example, they would encounter random spikes in spending or missing data due to extraction failures and misaligned data reattempts. These inconsistencies led to time-consuming meetings, confusion, and delayed decisions.

Improvado resolved these issues by aggregating all data into a single, unified source. The team conducted direct comparisons to verify accuracy, confirming that reports from Improvado matched the data directly extracted from platforms like Facebook. However, if discrepancies do occur, they are visible across all teams. This allows for faster, collaborative resolution instead of internal disagreements over whose data is accurate.

Democratizing data access

Previously, only about 20 people in the digital evangelism marketing team had access to the team’s extensive marketing data. Today, more than 70 users, including local marketing teams and global directors, can easily access and leverage this data.

Local marketing teams in the UK and India now use Improvado’s interface to ingest and analyze their data without the need to rely on a central data team. The board of directors now has direct access to Improvado’s data, which provides accurate metrics for decision-making.