of the United Kingdom’s capitol city.
%2520(1)%2520(1).png)
Data is everything in eCommerce. At least it should be.
You use it to create targeted strategies, allocate more money to the marketing budget, and boost customer retention. Having this insight means less guesswork and more growth.
But what do you do with it once you have all that information?
A challenge for brand owners is translating data into actionable, reliable insights that help teams better understand their customers.
A well-built performance marketing stack gives eCommerce brands the power to collect and centralize data, optimize spend, personalize customer interactions, and achieve consistent, scalable growth by making every marketing effort more efficient and measurable.
This guide, created in partnership with Triple Whale and Meta, shows teams how focusing on clarity, accuracy, and efficiency furthers your brand.
Step 1: Centralize Your Data (The Backbone of Your Strategy)
Getting a clear, accurate picture of customer behavior and campaign performance is challenging, especially when that data is spread across multiple platforms. So, what’s the solution?
Mega data platforms bring critical insights together, allowing businesses to track, analyze, and act on information confidently. Aside from the organizational benefits of streamlining your data, brands prioritizing it are 1.6 times more likely to grow revenue than those trying to manage fragmented data, according to Forrester.
Mega data platforms vs. fragmented tools
Regardless of size, gathering and using data needs to serve as a foundation for every aspect of your business, as Brandon Kulpers, co-founder and CMO at Zox, explains.
“Data reporting is crucial for everything you're doing, especially with an algorithm. If you're not feeding in the data to the system, how is the system ever going to optimize for the results that you want?”
Starting from the kitchen table to expanding into a highly recognized brand with millions in revenue, Zox sells limited edition bracelets, Apple and Samsung watch bands, apparel, bags, and accessories.
But building an online business from the ground up wasn’t easy.
“We realized we had to pivot and go full in on eCommerce. We've just been dedicated to figuring out what works, how to scale our business, and how to hit the key metrics we're looking for,” Kulpers says.
Navigating iOS and privacy updates and figuring out how to tap into higher engagement rates on social platforms while running a bootstrapped business is not for the faint of heart.
Manually tracking data and trends with acquisition and churn helped Kulpers make better strategic decisions to advance the brand. However, as a high-volume, low-average-order business, the team needed to find new ways to track metrics.
The sheer volume of data coming from fragmented sources was a headache that impacted marketing decisions.
After launching internationally and noticing discrepancies in data reporting within different platforms, Kulpers decided to test Triple Whale’s Sonar tool to track overseas growth.
Sonar aligns platforms with accurate first-party data, boosting better campaign performance, providing deeper insights into customer interactions, and pinpointing where to allot ad spending. With its integration into the Meta Conversions API, Sonar sends enriched event data directly to Meta, which helps improve targeting accuracy and optimize campaigns so they perform better across Meta’s various platforms.
Kellet Atkinson, director of product management at Triple Whale, acknowledges the value of tracking and centralizing data to help brands better understand how and where they spend money on marketing efforts.
“The role of this product [Sonar] is to take the data we aggregate on your behalf and push it into your strategic ad platforms like Meta,” he says.
Using insights, you can stay ahead, strategically anticipating customer behavior and needs.
Step 2: Optimize with Predictive Insights (Forecasting for Smart Growth)
Sustained growth means looking beyond initial sales and focusing on the complete picture. By leveraging predictive insights, businesses proactively address churn, optimize spending, and ensure that each dollar spent contributes to long-term success.
At Zox, Kulpers shared how critical data-driven decisions pushed momentum.
By analyzing the number of first-time customers who returned over time, he created an internal algorithm to predict churn rates and forecast growth, highlighting when spending would need adjustment.
Before tools like Triple Whale’s cohort reporting existed, Kulpers used his methods to track data manually, calculating how sustained spending could eventually plateau as customer churn matched acquisition rates.
“It was not enjoyable,” Kulpers laughs. That’s when he turned to Triple Whale to build a dashboard that helped the team better track customer ROAS.
Since integrating Sonar into its performance marketing stack, Zox has efficiently been able to fine-tune marketing strategies and plan for better campaign performance.
“Sonar is [changing] the game for us in terms of overseas growth. With Sonar, we're probably getting 90% accuracy. It’s an absolute game-changer,” Kulpers says.
Leveraging data for future forecasting
Shopanova’s director of strategy, Jack Kavanagh, emphasizes using data to optimize long-term strategy and stay ahead of trends.
“You need to know who your customers are. And your ad platforms need to know who your customers are to know who to show your next ad to,” Kavanagh says.
While Sonar, Triple Whale’s integration with Meta Conversions API, isn’t a business forecasting tool, it allows for a more strategic approach. It sends only relevant data to improve ad performance and target high-value customers, which enables brands to scale smartly based on trends.
Triple Whale can also help businesses add forecasting to their performance marketing stack. Moby AI helps you learn more about your data, including revenue forecasting.
Integrating this AI tool helped Shopanova forecast revenue projections, allowing them to more accurately strategize inventory planning and decision-making. "We [asked Moby] to forecast revenue for six months, and it ended up being 98% accurate, surpassing the precision of our finance team,” Kavanagh shares.
Step 3: Personalize the Customer Journey (Make Every Interaction Count)
You already know this: great customer experiences build trust and loyalty, significantly increasing conversion rates.
Businesses can deliver content and offers that resonate by analyzing user activity—such as browsing patterns, purchase history, and product preferences.
Customization drives conversions
Shopanova uses Sonar to refine targeting by identifying new versus returning customers.
Segmentation helps platforms effectively target potential new customers, enhancing personalization and increasing lifetime value by focusing on new growth.
Sonar’s integration with Meta Conversions API allows businesses to recognize more visitors, enabling more abandonment flows and personalized engagement to drive conversion.
“Sonar provides ad platforms with a fuller view of each customer, optimizing audience targeting and campaign performance,” shares Ethan Shust, product marketing manager at Triple Whale.
“Through this enriched data, marketers can achieve higher Event Match Quality (EMQ) scores, which enhance ad placement and allow more precise targeting of high-value segments, like new versus returning customers or initial subscription purchases.”
Step 4: Improve Ad Performance with A/B Testing (In Other Words, Experiment)
A/B testing empowers brands to consistently optimize their strategies, using real-time insights to hone what truly resonates with an audience.
Data-driven testing for continuous improvement
With enriched data guiding each decision, brands can make strategic adjustments that boost engagement and improve outcomes. For Shopanova, being open to experimentation is a big part of the puzzle.
“You can't continue to do what worked in the past just because it worked in the past. You have to be agile. You have to be adaptable. You have to use new tools as and when they come up. The reality of every market is that things are constantly renewing and refreshing,” Kavanagh says.
Step 5: Scale Efficiently by Reducing Costs (Affordable Growth)
Consolidating and maximizing every dollar spent are the pathways to scaling efficiently.
“Bringing holistic data sources together allows businesses to optimize marketing decisions effectively and reduces the need to manage disparate data systems,” Kellet Atkinson says.
“Besides maybe inventory and headcount costs, marketing [costs] are typically one of the top expenditures for a brand. So, understanding the effectiveness of what you're investing in is a super critical pain point for most businesses.”
Cost-effective scaling through integration
Sonar and Meta’s Conversion API integration seamlessly allows marketing teams to work with the most reliable data. Having real-time insights means enhancing quality and strategy across the board.
“Sonar’s continuous data stream empowers marketers to adjust as campaigns unfold. Triple Whale’s attribution further enhances this process, showing exactly how campaigns contribute to conversions, ROAS, and customer acquisition costs in real-time,” Shust explains.
Conclusion
A winning performance marketing stack is more than just a collection of tools—it’s a strategy that turns fragmented metrics into real growth.
Triple Whale’s Sonar integration with the Meta Conversions API provides the clarity and precision to make every marketing decision count. Your eCommerce brand can remain competitive by centralizing data, leveraging predictive insights, personalizing the customer journey, testing rigorously, and scaling efficiently.
Don't let fragmented data slow you down. Take the leap toward smarter, data-driven growth by integrating Sonar for Meta into your marketing stack and watching your campaigns reach new levels of impact and efficiency.
Brought to you in partnership with Triple Whale and Meta
Data is everything in eCommerce. At least it should be.
You use it to create targeted strategies, allocate more money to the marketing budget, and boost customer retention. Having this insight means less guesswork and more growth.
But what do you do with it once you have all that information?
A challenge for brand owners is translating data into actionable, reliable insights that help teams better understand their customers.
A well-built performance marketing stack gives eCommerce brands the power to collect and centralize data, optimize spend, personalize customer interactions, and achieve consistent, scalable growth by making every marketing effort more efficient and measurable.
This guide, created in partnership with Triple Whale and Meta, shows teams how focusing on clarity, accuracy, and efficiency furthers your brand.
Step 1: Centralize Your Data (The Backbone of Your Strategy)
Getting a clear, accurate picture of customer behavior and campaign performance is challenging, especially when that data is spread across multiple platforms. So, what’s the solution?
Mega data platforms bring critical insights together, allowing businesses to track, analyze, and act on information confidently. Aside from the organizational benefits of streamlining your data, brands prioritizing it are 1.6 times more likely to grow revenue than those trying to manage fragmented data, according to Forrester.
Mega data platforms vs. fragmented tools
Regardless of size, gathering and using data needs to serve as a foundation for every aspect of your business, as Brandon Kulpers, co-founder and CMO at Zox, explains.
“Data reporting is crucial for everything you're doing, especially with an algorithm. If you're not feeding in the data to the system, how is the system ever going to optimize for the results that you want?”
Starting from the kitchen table to expanding into a highly recognized brand with millions in revenue, Zox sells limited edition bracelets, Apple and Samsung watch bands, apparel, bags, and accessories.
But building an online business from the ground up wasn’t easy.
“We realized we had to pivot and go full in on eCommerce. We've just been dedicated to figuring out what works, how to scale our business, and how to hit the key metrics we're looking for,” Kulpers says.
Navigating iOS and privacy updates and figuring out how to tap into higher engagement rates on social platforms while running a bootstrapped business is not for the faint of heart.
Manually tracking data and trends with acquisition and churn helped Kulpers make better strategic decisions to advance the brand. However, as a high-volume, low-average-order business, the team needed to find new ways to track metrics.
The sheer volume of data coming from fragmented sources was a headache that impacted marketing decisions.
After launching internationally and noticing discrepancies in data reporting within different platforms, Kulpers decided to test Triple Whale’s Sonar tool to track overseas growth.
Sonar aligns platforms with accurate first-party data, boosting better campaign performance, providing deeper insights into customer interactions, and pinpointing where to allot ad spending. With its integration into the Meta Conversions API, Sonar sends enriched event data directly to Meta, which helps improve targeting accuracy and optimize campaigns so they perform better across Meta’s various platforms.
Kellet Atkinson, director of product management at Triple Whale, acknowledges the value of tracking and centralizing data to help brands better understand how and where they spend money on marketing efforts.
“The role of this product [Sonar] is to take the data we aggregate on your behalf and push it into your strategic ad platforms like Meta,” he says.
Using insights, you can stay ahead, strategically anticipating customer behavior and needs.
Step 2: Optimize with Predictive Insights (Forecasting for Smart Growth)
Sustained growth means looking beyond initial sales and focusing on the complete picture. By leveraging predictive insights, businesses proactively address churn, optimize spending, and ensure that each dollar spent contributes to long-term success.
At Zox, Kulpers shared how critical data-driven decisions pushed momentum.
By analyzing the number of first-time customers who returned over time, he created an internal algorithm to predict churn rates and forecast growth, highlighting when spending would need adjustment.
Before tools like Triple Whale’s cohort reporting existed, Kulpers used his methods to track data manually, calculating how sustained spending could eventually plateau as customer churn matched acquisition rates.
“It was not enjoyable,” Kulpers laughs. That’s when he turned to Triple Whale to build a dashboard that helped the team better track customer ROAS.
Since integrating Sonar into its performance marketing stack, Zox has efficiently been able to fine-tune marketing strategies and plan for better campaign performance.
“Sonar is [changing] the game for us in terms of overseas growth. With Sonar, we're probably getting 90% accuracy. It’s an absolute game-changer,” Kulpers says.
Leveraging data for future forecasting
Shopanova’s director of strategy, Jack Kavanagh, emphasizes using data to optimize long-term strategy and stay ahead of trends.
“You need to know who your customers are. And your ad platforms need to know who your customers are to know who to show your next ad to,” Kavanagh says.
While Sonar, Triple Whale’s integration with Meta Conversions API, isn’t a business forecasting tool, it allows for a more strategic approach. It sends only relevant data to improve ad performance and target high-value customers, which enables brands to scale smartly based on trends.
Triple Whale can also help businesses add forecasting to their performance marketing stack. Moby AI helps you learn more about your data, including revenue forecasting.
Integrating this AI tool helped Shopanova forecast revenue projections, allowing them to more accurately strategize inventory planning and decision-making. "We [asked Moby] to forecast revenue for six months, and it ended up being 98% accurate, surpassing the precision of our finance team,” Kavanagh shares.
Step 3: Personalize the Customer Journey (Make Every Interaction Count)
You already know this: great customer experiences build trust and loyalty, significantly increasing conversion rates.
Businesses can deliver content and offers that resonate by analyzing user activity—such as browsing patterns, purchase history, and product preferences.
Customization drives conversions
Shopanova uses Sonar to refine targeting by identifying new versus returning customers.
Segmentation helps platforms effectively target potential new customers, enhancing personalization and increasing lifetime value by focusing on new growth.
Sonar’s integration with Meta Conversions API allows businesses to recognize more visitors, enabling more abandonment flows and personalized engagement to drive conversion.
“Sonar provides ad platforms with a fuller view of each customer, optimizing audience targeting and campaign performance,” shares Ethan Shust, product marketing manager at Triple Whale.
“Through this enriched data, marketers can achieve higher Event Match Quality (EMQ) scores, which enhance ad placement and allow more precise targeting of high-value segments, like new versus returning customers or initial subscription purchases.”
Step 4: Improve Ad Performance with A/B Testing (In Other Words, Experiment)
A/B testing empowers brands to consistently optimize their strategies, using real-time insights to hone what truly resonates with an audience.
Data-driven testing for continuous improvement
With enriched data guiding each decision, brands can make strategic adjustments that boost engagement and improve outcomes. For Shopanova, being open to experimentation is a big part of the puzzle.
“You can't continue to do what worked in the past just because it worked in the past. You have to be agile. You have to be adaptable. You have to use new tools as and when they come up. The reality of every market is that things are constantly renewing and refreshing,” Kavanagh says.
Step 5: Scale Efficiently by Reducing Costs (Affordable Growth)
Consolidating and maximizing every dollar spent are the pathways to scaling efficiently.
“Bringing holistic data sources together allows businesses to optimize marketing decisions effectively and reduces the need to manage disparate data systems,” Kellet Atkinson says.
“Besides maybe inventory and headcount costs, marketing [costs] are typically one of the top expenditures for a brand. So, understanding the effectiveness of what you're investing in is a super critical pain point for most businesses.”
Cost-effective scaling through integration
Sonar and Meta’s Conversion API integration seamlessly allows marketing teams to work with the most reliable data. Having real-time insights means enhancing quality and strategy across the board.
“Sonar’s continuous data stream empowers marketers to adjust as campaigns unfold. Triple Whale’s attribution further enhances this process, showing exactly how campaigns contribute to conversions, ROAS, and customer acquisition costs in real-time,” Shust explains.
Conclusion
A winning performance marketing stack is more than just a collection of tools—it’s a strategy that turns fragmented metrics into real growth.
Triple Whale’s Sonar integration with the Meta Conversions API provides the clarity and precision to make every marketing decision count. Your eCommerce brand can remain competitive by centralizing data, leveraging predictive insights, personalizing the customer journey, testing rigorously, and scaling efficiently.
Don't let fragmented data slow you down. Take the leap toward smarter, data-driven growth by integrating Sonar for Meta into your marketing stack and watching your campaigns reach new levels of impact and efficiency.
Brought to you in partnership with Triple Whale and Meta
Data is everything in eCommerce. At least it should be.
You use it to create targeted strategies, allocate more money to the marketing budget, and boost customer retention. Having this insight means less guesswork and more growth.
But what do you do with it once you have all that information?
A challenge for brand owners is translating data into actionable, reliable insights that help teams better understand their customers.
A well-built performance marketing stack gives eCommerce brands the power to collect and centralize data, optimize spend, personalize customer interactions, and achieve consistent, scalable growth by making every marketing effort more efficient and measurable.
This guide, created in partnership with Triple Whale and Meta, shows teams how focusing on clarity, accuracy, and efficiency furthers your brand.
Step 1: Centralize Your Data (The Backbone of Your Strategy)
Getting a clear, accurate picture of customer behavior and campaign performance is challenging, especially when that data is spread across multiple platforms. So, what’s the solution?
Mega data platforms bring critical insights together, allowing businesses to track, analyze, and act on information confidently. Aside from the organizational benefits of streamlining your data, brands prioritizing it are 1.6 times more likely to grow revenue than those trying to manage fragmented data, according to Forrester.
Mega data platforms vs. fragmented tools
Regardless of size, gathering and using data needs to serve as a foundation for every aspect of your business, as Brandon Kulpers, co-founder and CMO at Zox, explains.
“Data reporting is crucial for everything you're doing, especially with an algorithm. If you're not feeding in the data to the system, how is the system ever going to optimize for the results that you want?”
Starting from the kitchen table to expanding into a highly recognized brand with millions in revenue, Zox sells limited edition bracelets, Apple and Samsung watch bands, apparel, bags, and accessories.
But building an online business from the ground up wasn’t easy.
“We realized we had to pivot and go full in on eCommerce. We've just been dedicated to figuring out what works, how to scale our business, and how to hit the key metrics we're looking for,” Kulpers says.
Navigating iOS and privacy updates and figuring out how to tap into higher engagement rates on social platforms while running a bootstrapped business is not for the faint of heart.
Manually tracking data and trends with acquisition and churn helped Kulpers make better strategic decisions to advance the brand. However, as a high-volume, low-average-order business, the team needed to find new ways to track metrics.
The sheer volume of data coming from fragmented sources was a headache that impacted marketing decisions.
After launching internationally and noticing discrepancies in data reporting within different platforms, Kulpers decided to test Triple Whale’s Sonar tool to track overseas growth.
Sonar aligns platforms with accurate first-party data, boosting better campaign performance, providing deeper insights into customer interactions, and pinpointing where to allot ad spending. With its integration into the Meta Conversions API, Sonar sends enriched event data directly to Meta, which helps improve targeting accuracy and optimize campaigns so they perform better across Meta’s various platforms.
Kellet Atkinson, director of product management at Triple Whale, acknowledges the value of tracking and centralizing data to help brands better understand how and where they spend money on marketing efforts.
“The role of this product [Sonar] is to take the data we aggregate on your behalf and push it into your strategic ad platforms like Meta,” he says.
Using insights, you can stay ahead, strategically anticipating customer behavior and needs.
Step 2: Optimize with Predictive Insights (Forecasting for Smart Growth)
Sustained growth means looking beyond initial sales and focusing on the complete picture. By leveraging predictive insights, businesses proactively address churn, optimize spending, and ensure that each dollar spent contributes to long-term success.
At Zox, Kulpers shared how critical data-driven decisions pushed momentum.
By analyzing the number of first-time customers who returned over time, he created an internal algorithm to predict churn rates and forecast growth, highlighting when spending would need adjustment.
Before tools like Triple Whale’s cohort reporting existed, Kulpers used his methods to track data manually, calculating how sustained spending could eventually plateau as customer churn matched acquisition rates.
“It was not enjoyable,” Kulpers laughs. That’s when he turned to Triple Whale to build a dashboard that helped the team better track customer ROAS.
Since integrating Sonar into its performance marketing stack, Zox has efficiently been able to fine-tune marketing strategies and plan for better campaign performance.
“Sonar is [changing] the game for us in terms of overseas growth. With Sonar, we're probably getting 90% accuracy. It’s an absolute game-changer,” Kulpers says.
Leveraging data for future forecasting
Shopanova’s director of strategy, Jack Kavanagh, emphasizes using data to optimize long-term strategy and stay ahead of trends.
“You need to know who your customers are. And your ad platforms need to know who your customers are to know who to show your next ad to,” Kavanagh says.
While Sonar, Triple Whale’s integration with Meta Conversions API, isn’t a business forecasting tool, it allows for a more strategic approach. It sends only relevant data to improve ad performance and target high-value customers, which enables brands to scale smartly based on trends.
Triple Whale can also help businesses add forecasting to their performance marketing stack. Moby AI helps you learn more about your data, including revenue forecasting.
Integrating this AI tool helped Shopanova forecast revenue projections, allowing them to more accurately strategize inventory planning and decision-making. "We [asked Moby] to forecast revenue for six months, and it ended up being 98% accurate, surpassing the precision of our finance team,” Kavanagh shares.
Step 3: Personalize the Customer Journey (Make Every Interaction Count)
You already know this: great customer experiences build trust and loyalty, significantly increasing conversion rates.
Businesses can deliver content and offers that resonate by analyzing user activity—such as browsing patterns, purchase history, and product preferences.
Customization drives conversions
Shopanova uses Sonar to refine targeting by identifying new versus returning customers.
Segmentation helps platforms effectively target potential new customers, enhancing personalization and increasing lifetime value by focusing on new growth.
Sonar’s integration with Meta Conversions API allows businesses to recognize more visitors, enabling more abandonment flows and personalized engagement to drive conversion.
“Sonar provides ad platforms with a fuller view of each customer, optimizing audience targeting and campaign performance,” shares Ethan Shust, product marketing manager at Triple Whale.
“Through this enriched data, marketers can achieve higher Event Match Quality (EMQ) scores, which enhance ad placement and allow more precise targeting of high-value segments, like new versus returning customers or initial subscription purchases.”
Step 4: Improve Ad Performance with A/B Testing (In Other Words, Experiment)
A/B testing empowers brands to consistently optimize their strategies, using real-time insights to hone what truly resonates with an audience.
Data-driven testing for continuous improvement
With enriched data guiding each decision, brands can make strategic adjustments that boost engagement and improve outcomes. For Shopanova, being open to experimentation is a big part of the puzzle.
“You can't continue to do what worked in the past just because it worked in the past. You have to be agile. You have to be adaptable. You have to use new tools as and when they come up. The reality of every market is that things are constantly renewing and refreshing,” Kavanagh says.
Step 5: Scale Efficiently by Reducing Costs (Affordable Growth)
Consolidating and maximizing every dollar spent are the pathways to scaling efficiently.
“Bringing holistic data sources together allows businesses to optimize marketing decisions effectively and reduces the need to manage disparate data systems,” Kellet Atkinson says.
“Besides maybe inventory and headcount costs, marketing [costs] are typically one of the top expenditures for a brand. So, understanding the effectiveness of what you're investing in is a super critical pain point for most businesses.”
Cost-effective scaling through integration
Sonar and Meta’s Conversion API integration seamlessly allows marketing teams to work with the most reliable data. Having real-time insights means enhancing quality and strategy across the board.
“Sonar’s continuous data stream empowers marketers to adjust as campaigns unfold. Triple Whale’s attribution further enhances this process, showing exactly how campaigns contribute to conversions, ROAS, and customer acquisition costs in real-time,” Shust explains.
Conclusion
A winning performance marketing stack is more than just a collection of tools—it’s a strategy that turns fragmented metrics into real growth.
Triple Whale’s Sonar integration with the Meta Conversions API provides the clarity and precision to make every marketing decision count. Your eCommerce brand can remain competitive by centralizing data, leveraging predictive insights, personalizing the customer journey, testing rigorously, and scaling efficiently.
Don't let fragmented data slow you down. Take the leap toward smarter, data-driven growth by integrating Sonar for Meta into your marketing stack and watching your campaigns reach new levels of impact and efficiency.
Brought to you in partnership with Triple Whale and Meta
Data is everything in eCommerce. At least it should be.
You use it to create targeted strategies, allocate more money to the marketing budget, and boost customer retention. Having this insight means less guesswork and more growth.
But what do you do with it once you have all that information?
A challenge for brand owners is translating data into actionable, reliable insights that help teams better understand their customers.
A well-built performance marketing stack gives eCommerce brands the power to collect and centralize data, optimize spend, personalize customer interactions, and achieve consistent, scalable growth by making every marketing effort more efficient and measurable.
This guide, created in partnership with Triple Whale and Meta, shows teams how focusing on clarity, accuracy, and efficiency furthers your brand.
Step 1: Centralize Your Data (The Backbone of Your Strategy)
Getting a clear, accurate picture of customer behavior and campaign performance is challenging, especially when that data is spread across multiple platforms. So, what’s the solution?
Mega data platforms bring critical insights together, allowing businesses to track, analyze, and act on information confidently. Aside from the organizational benefits of streamlining your data, brands prioritizing it are 1.6 times more likely to grow revenue than those trying to manage fragmented data, according to Forrester.
Mega data platforms vs. fragmented tools
Regardless of size, gathering and using data needs to serve as a foundation for every aspect of your business, as Brandon Kulpers, co-founder and CMO at Zox, explains.
“Data reporting is crucial for everything you're doing, especially with an algorithm. If you're not feeding in the data to the system, how is the system ever going to optimize for the results that you want?”
Starting from the kitchen table to expanding into a highly recognized brand with millions in revenue, Zox sells limited edition bracelets, Apple and Samsung watch bands, apparel, bags, and accessories.
But building an online business from the ground up wasn’t easy.
“We realized we had to pivot and go full in on eCommerce. We've just been dedicated to figuring out what works, how to scale our business, and how to hit the key metrics we're looking for,” Kulpers says.
Navigating iOS and privacy updates and figuring out how to tap into higher engagement rates on social platforms while running a bootstrapped business is not for the faint of heart.
Manually tracking data and trends with acquisition and churn helped Kulpers make better strategic decisions to advance the brand. However, as a high-volume, low-average-order business, the team needed to find new ways to track metrics.
The sheer volume of data coming from fragmented sources was a headache that impacted marketing decisions.
After launching internationally and noticing discrepancies in data reporting within different platforms, Kulpers decided to test Triple Whale’s Sonar tool to track overseas growth.
Sonar aligns platforms with accurate first-party data, boosting better campaign performance, providing deeper insights into customer interactions, and pinpointing where to allot ad spending. With its integration into the Meta Conversions API, Sonar sends enriched event data directly to Meta, which helps improve targeting accuracy and optimize campaigns so they perform better across Meta’s various platforms.
Kellet Atkinson, director of product management at Triple Whale, acknowledges the value of tracking and centralizing data to help brands better understand how and where they spend money on marketing efforts.
“The role of this product [Sonar] is to take the data we aggregate on your behalf and push it into your strategic ad platforms like Meta,” he says.
Using insights, you can stay ahead, strategically anticipating customer behavior and needs.
Step 2: Optimize with Predictive Insights (Forecasting for Smart Growth)
Sustained growth means looking beyond initial sales and focusing on the complete picture. By leveraging predictive insights, businesses proactively address churn, optimize spending, and ensure that each dollar spent contributes to long-term success.
At Zox, Kulpers shared how critical data-driven decisions pushed momentum.
By analyzing the number of first-time customers who returned over time, he created an internal algorithm to predict churn rates and forecast growth, highlighting when spending would need adjustment.
Before tools like Triple Whale’s cohort reporting existed, Kulpers used his methods to track data manually, calculating how sustained spending could eventually plateau as customer churn matched acquisition rates.
“It was not enjoyable,” Kulpers laughs. That’s when he turned to Triple Whale to build a dashboard that helped the team better track customer ROAS.
Since integrating Sonar into its performance marketing stack, Zox has efficiently been able to fine-tune marketing strategies and plan for better campaign performance.
“Sonar is [changing] the game for us in terms of overseas growth. With Sonar, we're probably getting 90% accuracy. It’s an absolute game-changer,” Kulpers says.
Leveraging data for future forecasting
Shopanova’s director of strategy, Jack Kavanagh, emphasizes using data to optimize long-term strategy and stay ahead of trends.
“You need to know who your customers are. And your ad platforms need to know who your customers are to know who to show your next ad to,” Kavanagh says.
While Sonar, Triple Whale’s integration with Meta Conversions API, isn’t a business forecasting tool, it allows for a more strategic approach. It sends only relevant data to improve ad performance and target high-value customers, which enables brands to scale smartly based on trends.
Triple Whale can also help businesses add forecasting to their performance marketing stack. Moby AI helps you learn more about your data, including revenue forecasting.
Integrating this AI tool helped Shopanova forecast revenue projections, allowing them to more accurately strategize inventory planning and decision-making. "We [asked Moby] to forecast revenue for six months, and it ended up being 98% accurate, surpassing the precision of our finance team,” Kavanagh shares.
Step 3: Personalize the Customer Journey (Make Every Interaction Count)
You already know this: great customer experiences build trust and loyalty, significantly increasing conversion rates.
Businesses can deliver content and offers that resonate by analyzing user activity—such as browsing patterns, purchase history, and product preferences.
Customization drives conversions
Shopanova uses Sonar to refine targeting by identifying new versus returning customers.
Segmentation helps platforms effectively target potential new customers, enhancing personalization and increasing lifetime value by focusing on new growth.
Sonar’s integration with Meta Conversions API allows businesses to recognize more visitors, enabling more abandonment flows and personalized engagement to drive conversion.
“Sonar provides ad platforms with a fuller view of each customer, optimizing audience targeting and campaign performance,” shares Ethan Shust, product marketing manager at Triple Whale.
“Through this enriched data, marketers can achieve higher Event Match Quality (EMQ) scores, which enhance ad placement and allow more precise targeting of high-value segments, like new versus returning customers or initial subscription purchases.”
Step 4: Improve Ad Performance with A/B Testing (In Other Words, Experiment)
A/B testing empowers brands to consistently optimize their strategies, using real-time insights to hone what truly resonates with an audience.
Data-driven testing for continuous improvement
With enriched data guiding each decision, brands can make strategic adjustments that boost engagement and improve outcomes. For Shopanova, being open to experimentation is a big part of the puzzle.
“You can't continue to do what worked in the past just because it worked in the past. You have to be agile. You have to be adaptable. You have to use new tools as and when they come up. The reality of every market is that things are constantly renewing and refreshing,” Kavanagh says.
Step 5: Scale Efficiently by Reducing Costs (Affordable Growth)
Consolidating and maximizing every dollar spent are the pathways to scaling efficiently.
“Bringing holistic data sources together allows businesses to optimize marketing decisions effectively and reduces the need to manage disparate data systems,” Kellet Atkinson says.
“Besides maybe inventory and headcount costs, marketing [costs] are typically one of the top expenditures for a brand. So, understanding the effectiveness of what you're investing in is a super critical pain point for most businesses.”
Cost-effective scaling through integration
Sonar and Meta’s Conversion API integration seamlessly allows marketing teams to work with the most reliable data. Having real-time insights means enhancing quality and strategy across the board.
“Sonar’s continuous data stream empowers marketers to adjust as campaigns unfold. Triple Whale’s attribution further enhances this process, showing exactly how campaigns contribute to conversions, ROAS, and customer acquisition costs in real-time,” Shust explains.
Conclusion
A winning performance marketing stack is more than just a collection of tools—it’s a strategy that turns fragmented metrics into real growth.
Triple Whale’s Sonar integration with the Meta Conversions API provides the clarity and precision to make every marketing decision count. Your eCommerce brand can remain competitive by centralizing data, leveraging predictive insights, personalizing the customer journey, testing rigorously, and scaling efficiently.
Don't let fragmented data slow you down. Take the leap toward smarter, data-driven growth by integrating Sonar for Meta into your marketing stack and watching your campaigns reach new levels of impact and efficiency.
Brought to you in partnership with Triple Whale and Meta
THIS ARTICLE IS FOR MEMBERS ONLY
Insights and futurism for executives in eCom and Retail
Those things we shouldn’t say out loud? We say them on the private feed. Bi-weekly “after dark” podcasts and a members-only newsletter, just for subscribers.
Our research reports combine visionary thinking with data-backed findings from our own advisory panel, made up of leaders at brands you know and trust.
Query and prompt our vast archive of research, podcasts, and newsletters with a ChatGPT-like interface. Get exclusive access to Alani™, the AI-powered engine for Future Commerce, powered by BundleIQ.
.png)
