From Four Marketing Tools to One Number You Can Trust

From Four Marketing Tools to One Number You Can Trust A data-flow diagram generated by Archify. 01 / Sources 02 / Ingest 03 / Unify 04 / Store 05 / Consume Meta Ads · spend + reach · 01 / Sources · paid Meta Ads spend + reach paid Google Analytics · sessions + events · 01 / Sources · behaviour Google Analytics sessions + events behaviour HubSpot CRM · contacts + deals · 01 / Sources · revenue HubSpot CRM contacts + deals revenue Email Platform · sends + clicks · 01 / Sources · owned Email Platform sends + clicks owned Connectors · scheduled pulls · 02 / Ingest · daily Connectors scheduled pulls daily Identity Resolution · email + click ID · 03 / Unify · the hard part Identity Resolution email + click ID the hard part Transform · shared definitions · 03 / Unify · dbt Transform shared definitions dbt Warehouse · one row per person · 04 / Store · source of truth Warehouse one row per person source of truth Power BI · CAC, ROAS, payback · 05 / Consume · weekly Power BI CAC, ROAS, payback weekly Attribution Model · multi-touch · 05 / Consume · modelled Attribution Model multi-touch modelled spend campaign visits cookie deals revenue clicks person raw extracts four schemas stitched people one key modelled tables tested metrics SQL read only touchpoints ordered Legend primary data async batch data store data flow

Why the silos lie

  • • Meta counts a click, GA4 counts a session, HubSpot counts a contact
  • • Each tool reports on itself and claims the same conversion
  • • Summing four dashboards double-counts every buyer who touched two channels

The step most stacks skip

  • • Identity resolution joins hashed email and click IDs into one person key
  • • Metric definitions live in transform, not in five saved dashboard filters
  • • Only after the join does channel spend divide into real revenue

What you get back

  • • CAC, ROAS and payback computed once, then read by Power BI
  • • Attribution becomes a model you can change, not a vendor default
  • • Weekly reporting stops being a negotiation between tools