Precise data tracking and integration are crucial for campaign success. The case of Tales and Tales demonstrates how a multi-channel D2C brand overcame attribution chaos and scaled subscriptions through a single source of truth and disciplined performance workflows.
Background
Tales and Tales is a founder-led pet nutrition brand offering natural, high-quality dog food, treats, and supplements with a mission-driven focus on transparency, sustainability, and animal welfare. The team adopted Admetrics in mid–late 2022 and has used it continuously ever since to steer growth across Meta, Pinterest, TikTok, Google, SEO, email, and WhatsApp.
The Challenge
Before Admetrics, the team relied on a patchwork of Ads Managers, Google Analytics, and a manual Looker Studio:
- Fragmented measurement: Multiple platforms claiming the same conversions (double/multi-tracking) obscured true performance.
- Post-iOS signal loss: The iOS privacy changes weakened data quality, complicating budget allocation and scaling.
- Manual reporting overhead: Switching across tools and maintaining DIY dashboards was slow and error-prone.
- Shallow visibility for subscriptions: Channel metrics didn’t reveal which campaigns actually created profitable, recurring subscribers.
These issues hindered fast, confident, data-driven decisions and slowed subscription growth.
Marketing Analytics for eCommerce
Turn budgets into profit
Admetrics is the Truth Layer for eCommerce teams.
Learn more
Strategic Approach
To fix attribution and enable subscription-centric decisions, Admetrics and the team adopted a three-phase plan:
- Source-of-Truth Alignment: Consolidated all channels into Admetrics, ending multi-counted conversions and establishing a shared data baseline for the entire team and external partners.
- Subscription Visibility: Instrumented cohort, product, and campaign views to identify which journeys and offers convert first-time buyers into subscribers.
- Creative & Testing Workflow: Standardized dashboarding for creative validation (hooks/angles), with a roadmap to expand into broader A/B testing using Admetrics experiments.
Implementation and Results
Ongoing use since 2022 produced measurable gains across operations and performance:
- Significant time savings: Immediate reduction in manual reporting; faster weekly preparation and daily decisioning.
- One shared truth: Entire org—founder, performance, product, SEO, email/WhatsApp, and creative teams—works from the same dashboards (including agencies).
- Acquisition-to-Subscription steering: Clear visibility into when to prioritize new customer volume vs. converting to subscriptions, with budgets shifted accordingly by campaign.
- Product- and campaign-level clarity: Better identification of which products and creatives drive first purchases that lead to subscriptions.
- Stronger efficiency: Through 2023–2024 optimizations, Tales and Tales improved ROAS/MER by ~60–65%.
Key Takeaways
This case highlights how subscription-focused D2C brands benefit from unified attribution and shared analytics:
- A single truth layer accelerates decision speed and eliminates cross-tool debates.
- Subscription outcomes require deeper tracking than platform ROAS—see the full journey from first purchase to recurring revenue.
- Creative iteration compounds returns when testing is tied to subscriber conversion, not just front-end CPA.
Conclusion
With Admetrics, Tales and Tales transformed scattered reporting into a unified, subscription-aware operating system. The result: faster decisions, better creative and product insights, and materially higher marketing efficiency. Discover how Olivenzauber managed remarkable results with native ads.
Are you juggling multiple Ads Managers and struggling to see subscription impacts? Start your Admetrics trial to turn fragmented metrics into a clear path to profitable, recurring growth.
