The Challenge
ThePawPrint sells personalized pet products direct-to-consumer, with the vast majority of customer acquisition running through Meta. Their model is lead-gen first: prospects submit information via a form, then convert to paying customers through a multi-step funnel.
The team was spending heavily on ads but flying blind. Data lived in five different systems — Shopify, their lead capture platform, a custom CRM, their marketing automation tool, and Meta — with no way to connect them. They couldn't tie a lead back to the ad that generated it, and they had no way to exclude existing customers from acquisition campaigns.
At their level of ad spend, every hour of stale data meant real money wasted. They needed minute-by-minute visibility, not the 24-hour lag they were living with.
The Solution
We stood up a Snowflake data warehouse and connected every system in their stack, then built the analytics layer their ads team needed to make real-time decisions.
What we built:
- Near-real-time pipelines refreshing data every three minutes — down from 15-minute intervals at launch and replacing the 24-hour lag they started with
- Lead-to-revenue attribution connecting form submissions to Shopify orders with ad-level granularity
- Audience activation via reverse ETL — high-LTV customer segments synced directly to ad platforms for lookalike targeting and exclusion lists
- Customer 360 unifying identities across their lead capture platform, Shopify, CRM, and marketing automation
- Ad optimization dashboards with campaign-level performance, lead quality metrics, unique rates, and forecasted ROAS
- Campaign flow visualization mapping the full customer journey from ad impression to purchase
The Results
- 85% unique lead rate achieved through data-driven exclusion lists — acquisition budget goes to actual new customers instead of people who already bought
- Ads team making spend decisions on data that's three minutes old instead of a day old
- Full visibility into which ads generate leads that actually convert to revenue — not just clicks
- Marketing automation campaigns powered by unified customer data instead of siloed platform data