ROAS
attribution accuracy
3DS success rate
reporting error
reduction
payment flow
availability
The client is a European online retailer operating in a multi-channel acquisition environment with significant investment in paid marketing. The company relied on multiple marketing platforms, analytics tools, e-commerce systems, and payment providers. However, these systems operated in isolation, making it difficult to understand how marketing spend translated into actual revenue. As a result, budget allocation decisions were based on incomplete and sometimes misleading data, while revenue losses at the payment stage remained invisible.
Instead of relying on fragmented funnel data, we built a solution where marketing performance is evaluated only against confirmed transactions - creating a direct link between spend and real revenue.
The engagement started with a deep review of how marketing performance was evaluated against actual revenue outcomes. Instead of looking at channels in isolation, we analyzed the full path from acquisition to completed payment, identifying where data breaks, attribution gaps, and revenue loss occurred. Special focus was placed on the disconnect between marketing signals and payment reality - where campaigns appeared profitable at the top of the funnel but underperformed after checkout due to payment failures and untracked drop-offs. Based on these findings, we designed a unified measurement approach that aligns marketing spend with real transaction outcomes, ensuring that every decision reflects actual revenue, not fragmented funnel metrics.
Unified marketing and payment data layer
End-to-end attribution across the full funnel
Payment event standardization and normalization
Automated reporting and reconciliation
Payment performance monitoring and alerts
Smart routing and failover logic
Cross-functional data alignment layer
Ensures that marketing performance and payment outcomes are based on a single, consistent data source.
Links customer acquisition to checkout and successful payment, eliminating blind spots in measurement.
Unifies decline reasons, 3DS statuses, and transaction outcomes across multiple providers.
Eliminates manual data consolidation and ensures consistent reporting across teams.
Detects anomalies in authorization rates, declines, and 3DS flows in real time.
Optimizes transaction success rates and ensures continuity during provider issues.
Aligns marketing, finance, and payment teams around a single source of truth.
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Head of Business Development and Marketing