Data
Data Unification
Combining data from multiple sources (Meta Ads, Google Ads, TikTok Ads, Shopify, GA4, email platforms) into a single, consistent dataset with standardized naming conventions, unified timestamps, and reconciled metrics. Eliminates the discrepancies that occur when each platform reports slightly different numbers. Without unification, comparing Meta ROAS to Google ROAS is comparing apples to oranges because each platform defines conversions, attribution, and revenue differently.
Why it matters
Every measurement above this is downstream of it. Channels that identify the same customer differently produce attribution that cannot be reconciled at any layer above.
In practice
Start with a single customer identifier applied consistently at order level. Without that, unification is joining on hope.