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Data Activation

Data Activation is where the data collected and stored by the various tools is processed and made available to the relevant reports or applications.
What data activation services do we offer?

Product Feed Enrichment

Using data from connected tools such as Google Analytics 4, Google Search Console or Google Ads, performance metrics for individual products, product categories or brands can be collected and compared to the product feed. The new columns can then be made available to the data feed tools by exporting a subfeed.
Useful applications include populating custom labels in Google Shopping feeds, for example to divide Performance Max campaigns into different segments such as margin classes or top and zombie products.

Custom Attribution

Data-driven attribution in Google Analytics 4 is extremely useful, but some parameters, such as custom channel grouping (currently) or the exact attribution methodology, cannot be set by the user. 
In addition, the exact conversion or sales distribution is not visible within Google Analytics 4, making it difficult to identify errors. 
With custom attribution, you can use the same raw data (GA4 raw data export to BigQuery), but with more flexible rules, models and assignments.

Multi-source Reporting

Using the standard reporting connectors for Looker Studio, for example, data from different sources can be connected, but only in a very rudimentary way.
By combining the data directly in BigQuery, there are several advantages.


1. Performance: BigQuery is optimised for processing large amounts of data. This means that BigQuery can execute complex queries and process large data sets very quickly. In comparison, Looker Studio is much slower and reaches its limits with very large data sets.

2. Flexibility: BigQuery offers a high degree of flexibility in processing data. Multiple data sources from different sources can be loaded into BigQuery and then linked together. Looker Studio, on the other hand, is limited to the standard connectors for linking data.

3. Distribution: If joins are made directly in the visualisation tool, the raw data cannot be exported and made available to other processes.

As an agency specialising in data activation, what advantages do we offer?
Many years of experience

Our technical online marketing team has years of cross-industry experience that we are happy to share with you.

On the pulse of time

Whether it is Google Analytics 4, Google Consent Mode or Server Side Tagging, we are always learning and making sure you benefit from the latest trends in tracking and data collection. Being an early adopter can give you a competitive edge.

Customised solutions

Every website is different and a tracking solution should be tailored to the individual needs of each business. Our technical online marketing team can develop bespoke solutions to help you get the most out of your data.

Cross channel expertise

With years of experience across multiple online marketing channels (Google Ads, Facebook Ads, etc.), we know exactly what is important when it comes to tracking and how properly set up tracking is the foundation for sustainable growth.

Tools we work with
Looker Studio
Channable / ProductsUp / Channel Pilot
Google Cloud Platform
Your data management experts


Robin Läckes, Jonas Kleespies and Alexander Bihler are our in-house data management specialists. 

In addition to Data Activation, they also support our clients in the areas of Data Collection and Data Hub.