Transforming Fragmented Marketing Data into Automated Business Decisions

BABR is a UK-based financial services firm founded in 2007, specializing in insolvency, commercial finance, and debt recovery solutions. The company supports businesses facing financial challenges through insolvency advice, funding solutions, and debt-related services. 

With marketing and client acquisition activity spanning multiple digital channels, BABR needed reliable visibility into how its campaigns, website activity, conversations, and leads were performing across the customer journey.

Marketing performance and lead data were distributed across separate advertising, social media, analytics, LiveChat, and CRM platforms. Bringing this information together required recurring manual collection and consolidation before the team could evaluate performance across channels. 

The broader marketing reporting process required three employees a full workday to compile data manually. Google Ads also required recurring campaign reporting, while LiveChat activity needed to be captured and organized alongside other marketing and lead information. 

The challenge was to establish a reliable reporting workflow that could bring these datasets together, accommodate different reporting structures and update frequencies, and reduce the manual effort required to keep performance data current. 

Key Issues 

• Marketing and lead data was fragmented across multiple independent platforms  
• Cross-platform reporting required three employees a full workday to compile manually  
• Google Ads performance required recurring reporting across multiple campaign levels  
• LiveChat activity needed to be captured without repetitive manual data entry  
• Different data structures and update frequencies complicated consistent reporting

A centralized reporting workflow was developed to bring BABR’s marketing, advertising, analytics, CRM, and LiveChat data into structured Google Sheets. The solution used Make and Zapier to automate collection from each platform while preserving the reporting detail required for different marketing activities. 

Cross-Platform Marketing Data Collection 

Make was used to collect data from Facebook, LinkedIn, Google Analytics 4, and Capsule CRM. Platform-specific information was routed into dedicated Google Sheets, creating a consistent reporting environment while keeping each source’s metrics appropriately structured. 

Automated Google Ads Reporting 

Google Ads data was connected to Google Sheets through Zapier to automate recurring performance reporting. Separate reporting views captured ad group, campaign, and account-level data, allowing advertising performance to be reviewed at different levels without rebuilding reports manually. 

LiveChat Lead Data Integration 

LiveChat activity was automatically transferred into Google Sheets through Zapier. This removed the need to manually copy chat campaign information and kept conversation and lead-related data available alongside BABR’s broader marketing reporting. 

Scheduled Data Synchronization 

The workflows were configured around the reporting needs of each source. Cross-platform marketing and CRM information was refreshed daily, LiveChat data was captured in real time, and Google Ads supported recurring weekly and monthly reporting. 

Structured Reporting in Google Sheets 

Rather than combining unrelated metrics into a single dataset, the solution organized source-specific information into dedicated sheets and reporting views. This preserved the context of each platform while giving the team a centralized location for ongoing marketing analysis. 

Key Deliverables 

• Built automated data collection across Google Ads, Facebook, LinkedIn, Google Analytics, LiveChat, and Capsule CRM  
• Created structured Google Sheets reporting for marketing, advertising, analytics, CRM, and chat data  
• Automated Google Ads reporting across ad group, campaign, and account levels  
• Integrated real-time LiveChat data collection and daily cross-platform marketing synchronization  
• Configured recurring workflows through Make and Zapier to support ongoing reporting without manual data transfers

Eliminated Manual LiveChat Reporting 

Automated collection removed the need for manual effort to get the LiveChat data. It meant that the new activity transferred directly into Google Sheets for ongoing analysis. 

Saved Data Collection Time 

Automated daily data collection replaced a manual process that previously required three employees a full workday to gather and consolidate marketing data.

Unified Marketing Data Access

Brought advertising, social media, website analytics, and CRM data into structured reporting sheets, giving the team one organized place to access and review marketing performance. 

Faster Access to Current Performance 

Daily synchronization and real-time LiveChat updates reduced the delay between platform activity and reporting availability, giving the team more current information for campaign and lead analysis. 

Easier Multi-Level Ad Analysis 

Automated Google Ads reporting provided structured views across ad group, campaign, and account levels, making recurring performance analysis easier to maintain without rebuilding reports manually.