Swimply — Data Alignment

SEVERE DATA GAP — only 5 days of data. Fivetran connectors were activated May 22. All numbers below represent May 22–26 only — not a full month. No April baseline exists for comparison. Meta Ads mart is empty. GA4 is not in the mart. Braze has structure but no event data. Snowflake marketplace data is not synced to BigQuery. This document is preliminary until full-month data is available.

Overview: May 22 – May 26 (5 days)

?Google Ads spend for the 5-day window (May 22–26). This is mart-reported spend which may apply filters differently than the raw Google Ads account ($13,575 raw).mart_spend = filtered Google Ads spend

Ad Spend (Mart)

$4,596

5 days only · Partial

?Platform revenue from the mart for May 22–26. Represents marketplace booking value attributed to paid acquisition during this window.platform_revenue = mart_attributed_revenue

Platform Revenue

$59,686

5 days only · From mart

?Return on ad spend based on mart data. Exceptionally high at 12.98x — but only 5 days of data and mart filtering may differ from raw spend/revenue.roas = $59,686 / $4,596

ROAS

12.98x

Mart-calculated

?GA4 sessions. GA4 is not connected to the BigQuery mart — this data is not available. Website analytics require a separate GA4 connection.sessions = not available

Sessions (GA4)

—

GA4 not connected

Data Gap Assessment

Platform	Status	Data Available	Notes
Google Ads	Connected	5 days (May 22–26)	Mart and raw data flowing. Raw shows $13,575 vs mart $4,596 — filtering discrepancy.
Meta Ads	Empty	0 rows	Mart structure exists but no data. Fivetran connector may not be syncing.
GA4	Not in mart	—	GA4 is not connected to BigQuery. No session, user, or event data available.
Braze	Schema only	0 events	Table structure exists but no event data populated.
Snowflake	Not synced	—	Marketplace data (bookings, supply, demand) lives in Snowflake, not BQ.

Google Ads

Partial data — 5 days only

Mart Data (Filtered)

Metric	Value
Spend	$4,596
Platform Revenue	$59,686
ROAS	12.98x

Raw Google Ads Data

Metric	Value
Spend (Raw)	$13,575
Impressions	81,000
Clicks	28,500
CTR	35.2%
CPC	$0.48
Conversions	772
Conv Value	$244,000

Mart vs raw spend discrepancy. The mart reports $4,596 while raw Google Ads shows $13,575 for the same period. The mart likely applies campaign-level filters, excludes certain campaign types, or uses a different date attribution model. This needs reconciliation before the mart can be used as the source of truth.

Google Ads — Daily Spend: Raw vs Mart (May 22–26)

What we know so far.

Data window: May 22–26 only (5 days)
No April baseline: Cannot calculate MoM
Raw spend ($13.6K) vs mart spend ($4.6K): 3x discrepancy
Raw ROAS: 18.0x ($244K / $13.6K) — unusually high, needs validation
CTR at 35.2%: Extremely high — suggests brand campaigns or display remarketing
Meta Ads: No data — mart is empty, connector may be broken
GA4: Not connected — no session/user data available

Action items before next report. 1. Verify Meta Ads Fivetran connector is syncing. 2. Connect GA4 to BigQuery. 3. Reconcile mart vs raw Google Ads spend discrepancy. 4. Evaluate Snowflake → BQ sync for marketplace KPIs. 5. Check Braze event data pipeline.

Combined (Preliminary)

Channel	Spend (Mart)	Spend (Raw)	Revenue	Status
Google Ads	$4,596	$13,575	$59,686	5 days only
Meta Ads	—	—	—	No data
GA4	—	—	—	Not connected
Braze	—	—	—	Schema only

This document is preliminary. With only 5 days of Google Ads data and no Meta, GA4, Braze, or Snowflake data flowing, we cannot draw meaningful conclusions about marketing performance. The 12.98x mart ROAS and $244K raw conversion value look promising but need a full month of validated data to confirm. Priority: fix the data pipeline (Meta connector, GA4 connection, mart reconciliation) before the next alignment.