Marketing ROI Automation

Key results

• 3 hrs → 0 — Daily manual ROI reporting removed
• 15 min — Automated spend + revenue cadence
• 3 channels — Google, TikTok, and Facebook Ads unified
• 2 Slack — Channels updated in near real time

TL;DR

• Before the build, reporting cost and revenue updates were manual, causing repeated delays and poor real-time visibility.
• The team was losing about three hours per day preparing ROI reports across Google Ads, TikTok Ads, and Facebook Ads.
• A Make.com automation now pulls spend from all ad platforms and revenue from Ringba every 15 minutes.
• The flow computes ROI, CPA, CPC, cost per call, revenue per call, and Ringba fees before publishing updates to two Slack channels.

Project Overview

A decision-support automation for media buyers built around real-time performance data.

The marketing team relied on VAs and occasional media buyers to prepare ROI reports across multiple channels, then shared key figures manually in Slack. The process consumed around three hours daily and created stale snapshots that often delayed optimization.

We replaced manual reporting with a low-latency workflow in Make.com that pulls spend and campaign performance from Google Ads, TikTok Ads, and Facebook Ads, and enriches the totals with revenue from Ringba via a custom Node.js service.

• Unified campaign spend in one schedule-driven pipeline
• API-first retrieval of Ringba revenue to align cost and call outcomes
• Automatic 15-minute metric aggregation and alert delivery
• Dual Slack publishing for immediate team alignment and faster decisions

The result is continuous ROI visibility with key business metrics updated throughout the day, so media buyers can optimize quickly and not spend time on repetitive reporting.

Business Challenge / Problem Statement

Why manual ROI reporting was breaking decision quality.

The team had to prepare report snapshots every 15 minutes sometimes, but operational discipline and execution were inconsistent.

VA-led reporting consumed significant daily time and still depended on delayed pulls from multiple ad platforms.

Without a single shared operating signal, optimization was reactive and sometimes missed high-performing windows.

Data freshness gaps created risk of over-optimizing around stale data while campaign opportunities expired.

Operational overhead made weekly performance reviews repetitive instead of strategic.

• Time Drain — Up to 3 hours per day spent pulling and formatting ROI updates.
• Fragmented Data — Spend and revenue existed in different systems with manual reconciliation.
• Slow Decisions — Reporting latency reduced the window for quick media budget shifts.
• Data Quality Risk — Manual normalization and copy-paste steps increased mismatch risk across campaign IDs and reporting windows.
• Inconsistent Accountability — No standardized alerting format made it hard for teams to compare KPIs and ownership across channels.
• Limited Scalability — As channels or campaigns grew, the manual workflow scaled poorly and required more human coordination.

Objectives & Goals

What this automation needed to deliver.

Build a stable, recurring reporting pipeline that collects channel spend and revenue once, computes performance KPIs automatically, and distributes concise alerts to the team.

Create a single source of truth for ROI, CPA, CPC, and call economics across paid channels.

Reduce operational latency so optimization decisions can happen faster than campaign clock speed.

Lower the chance of human reporting errors with deterministic scheduling, standardized transforms, and structured output.

Enable campaign-level accountability with reliable, channel-comparable insights that the whole team trusts.

• Always-On Reporting — Run a deterministic 15-minute schedule across all active ad channels.
• Single Source of KPI Truth — Combine ad spend and Ringba revenue into one metric set per account and campaign.
• Actionable Visibility — Send consistent, channel-aware ROI summaries to two Slack channels for rapid buy-side decisions.
• Error-Resistant Processing — Normalize IDs, windows, and fee models consistently to reduce manual reconciliation mistakes.
• Channel Normalization — Make campaign metrics from Google Ads, TikTok Ads, and Facebook Ads comparable by design.
• Scalable Operations — Support additional ad platforms and higher campaign volume without linearly increasing reporting labor.

Key Features & Workflow

Automation design focused on consistency, accuracy, and speed.

Multi-Source Spend Collector

Make.com pulls current spend and campaign metrics from Google Ads, TikTok Ads, and Facebook Ads at the same cadence, ensuring comparability and repeatable execution.

Metrics Computed Automatically

• ROI: Total revenue compared to total media spend.
• CPA and CPC: Cost per acquisition and cost per click updated on every run.
• Ringba economics: Revenue per call and ring-related fees calculated together for practical net-performance insights.
• Spend-share insights: Campaign and channel-level distribution is surfaced for fast budget reallocation decisions.

Custom Data Enrichment Service

• Node.js microservice: A custom endpoint handles Ringba integration and normalizes revenue mapping.
• Normalization logic: Campaign IDs and time windows are aligned before KPI computation.
• Timezone and attribution control: Source windows are normalized so cross-channel trend comparisons remain apples-to-apples.

Automated Communication Layer

The processed report is posted every 15 minutes to two dedicated Slack channels so media buyers and leads can act with minimal delay.

Decision-Centered Delivery

Every notification includes trend-ready metrics and spend context, not raw files, reducing context-switching for the operating teams.

Operational Outcomes

• Time restored: Daily manual reporting burden removed for operations.
• Higher discipline: Consistent updates at fixed intervals enable faster, more confident budget decisions.
• Fewer blind spots: Cross-channel reporting in one flow improves visibility where teams previously relied on fragmented snapshots.

Scale-Ready Architecture

• Retry-aware fetches: Transient API issues are retried in controlled windows before escalation.
• Duplicate protection: Campaign runs are deduplicated to avoid inflated metric windows and duplicate posts.
• Platform extensibility: New ad channels or metrics can be added without rewriting the core orchestration pattern.

Reliability and Visibility Controls

Error handling, retries, and structured logs are embedded in the workflow to reduce silent failures and keep reporting stable across API fluctuations.

Results & Impact

The VA-heavy workflow was replaced by an event-driven operating loop with predictable report timing.

Media buyers started receiving ROI, CPA, CPC, and call-revenue context consistently throughout the day, which improved optimization speed.

The custom Ringba layer removed reconciliation delays and gave the team a cleaner view of cost efficiency versus call revenue.

What our clients say

The ROI flow removed reporting overhead and gave us a reliable 15-minute readout for spend and revenue. We can now move budget faster while staying confident on cost performance.

Media Ops Manager — Marketing Team Lead

Technologies & Tools Used

Automation tools and API stack

We implemented the orchestration in Make.com and added a custom Node.js service for Ringba enrichment, with API integrations across major ad platforms.

The result is a resilient, low-touch pipeline that focuses on operational relevance: ROI, CPA, CPC, revenue/call, and fee-aware campaign performance.

Technology stack

• Make.com — Orchestrates schedule-based API workflows and routes metric payloads to Slack targets.
• Node.js — Hosts a custom service to retrieve Ringba revenue and enrich Make.com payloads.
• Ringba API — Provides call and revenue metrics used to complete campaign-level profitability calculations.
• Google Ads API — Feeds spend and campaign spend-performance signals into the ROI aggregator.
• TikTok Ads API — Provides cost and campaign performance for cross-platform spend consolidation.
• Meta Marketing API — Provides Facebook Ads campaign and spend data for unified reporting.
• Slack Webhooks — Publishes concise KPI updates to operational Slack channels twice per cadence for fast decisions.