Three platforms. Three dashboards. Zero way to compare them.
A D2C brand from India launching simultaneously on Amazon, Etsy, and Walmart — spending on PPC across all three, with no unified view of what was working. Each platform reported different metrics using the same words.
3→1
Dashboards to one view
Normalised across Amazon, Etsy and Walmart
↓
Wasted spend
Negative keyword mapping eliminated non-converting traffic
Weekly
Decision cadence
Bidding framework run by the team — no analyst dependency
The founder was logging into three separate dashboards every morning, looking at three different sets of numbers, and trying to draw conclusions about where to invest the advertising budget. Every platform used familiar-sounding metrics — ROAS, ACoS, conversion rate — but calculated them differently. Amazon's attribution window differed from Walmart's. Etsy's total ROAS included offsite ads by default. Comparing them without normalisation was meaningless. Budget was being allocated by instinct. Keywords were being bid on without a framework for what made a keyword worth bidding on. Wasted spend on non-converting terms had never been systematically identified.
The insight
“Before you can make a data-driven decision about where to spend, you need data that means the same thing across the places you're spending. Normalisation is not a technical detail. It's the foundation of every budget decision that follows.”
A standardised KPI framework — five metrics defined to mean the same thing regardless of which platform generated the underlying data: True ROAS, CAC by channel, keyword contribution, listing conversion rate, and spend efficiency score
A cross-platform performance data layer pulling from all three platforms into a unified view — updated weekly, comparable on consistent definitions
A keyword performance intelligence layer — performers, monitors, and negatives — identifying which terms were driving profitable sales and which were burning budget on non-converting traffic
The brand launched with a performance data layer it owned and could run. Platform comparison became meaningful for the first time. Negative keyword mapping produced the fastest visible result — wasted spend redirected within weeks. Weekly bidding decisions that had been a source of uncertainty became structured, rule-based, and fast.
“Every D2C founder on multiple platforms is looking at more data than they've ever had — and making fewer confident decisions than they've ever made. The platforms give you numbers. They don't give you a framework. That's the gap.”
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