The challenge
The team had built up ad operations over three years, adding channels as they became available, retaining agencies for each one, and never stepping back to ask whether the total picture made sense. Six channels. Three agencies. Zero unified reporting.
Attribution was by last click. The highest-CPA channel was also the one that appeared to have the highest last-click conversion rate. Nobody had connected the data.
What we built
We rebuilt attribution from the ground up, connecting ad spend to actual orders to lifetime value across all six channels. Within two weeks, the picture was clear: two channels were driving 91% of profitable conversions. Two others were driving volume but no profit. Two were generating clicks with no conversion correlation at all.
We consolidated to two channels with full AI optimisation running on both. Bidding strategy, audience segmentation, and creative rotation were all connected to the unified revenue model rather than platform-level proxy metrics.
The outcome
CPA dropped 47% in the first billing cycle after consolidation. The ₹60k/month that had been distributed across underperforming channels was reallocated to the two working ones. The team went from managing six relationships to managing one reporting dashboard.