How a popular German home improvement online shop used Windsor.ai to integrate multi-channel data for product-level ROAS measurement and data-driven budget optimization across EU markets.
Data sources:
Destinations:
Unified ROAS view across multiple marketing channels
6+Reduced manual time spent calculating true ROAS by
25%Key outcomes:
- Unified data from 6+ paid and affiliate platforms, eliminating siloed reporting.
- Achieved complete ROAS visibility across 100,000+ products.
- Implemented real-time, product-level performance tracking across Germany, France, Austria, and Switzerland.
- Discovered unexpectedly high-performing channels like price-comparison websites and increased investment in them.
About the client
Benz24 is one of Germany’s leading online retailers in the construction and home improvement industry that offers over 100,000 products for professionals and DIY consumers. The company is the e-commerce division of Benz GmbH & Co. KG Baustoffe, founded back in 1919, and has operations across Germany, Austria, Switzerland, and France.
As Benz24 significantly scaled across Europe, so did the complexity of managing their performance data across diverse marketing channels—including Google Ads, social, retargeting, email, affiliates, and programmatic.
Challenges
Benz24’s marketing team strived to achieve cross-channel ROAS visibility to make smarter budget decisions, but they’ve faced the following pitfalls:
- Data was siloed across platforms with no unified dashboard.
- Affiliate and programmatic spend was hard to match with revenue.
- Most attribution was last-click-based, misleading customer journeys.
- Platform-specific reports lacked flexibility and granularity, especially at the product and regional levels.
This lack of data centralization created blind spots in Benz24’s ROI reporting and made campaign optimization largely guesswork.
Solutions
Benz24 partnered with Windsor.ai to bring its fragmented data into a unified data infrastructure. The project focused on building a centralized, scalable, and real-time data integration layer, using Windsor.ai’s ELT connectors.
Here’s how Windsor.ai empowered Benz24’s transformation:
| Windsor.ai capability | Business impact |
|---|---|
| Data integration from all major ad and affiliate platforms (Google Ads, Meta, Retargeting, Email, etc.) | ✅ Unified all campaign, cost, and touchpoint data in one place |
| Affiliate cost ingestion for programmatic and comparison shopping networks | ✅ Enabled accurate ROAS analysis across all traffic sources |
| Multi-touch attribution modeling to reflect real customer journeys | ✅ Replaced misleading last-click models with full-funnel insights |
| Real-time BigQuery sync and Looker dashboarding | ✅ Got a holistic performance view with the possibility to filter results by country, product, and campaign type |
Modernized architecture with Windsor.ai
Benz24 now benefits from real-time campaign monitoring and strategic planning at scale thanks to this modernized data architecture:
- Connected data sources: Google Ads, Meta, Affiliate Networks, Retargeting, Email.
- Windsor.ai integration layer: No-code connectors stream cost and performance data into BigQuery.
- BigQuery → downstream tools (Looker Studio/Google Sheets): Product-level reporting and campaign dashboards refresh automatically.
Results
- Benz4 uncovered previously undervalued channels, identifying that affiliate and price comparison sites were driving the most impact.
- The company got access to deep product-level insights for over 100,000 items distributed across 4 countries.
- The team reduced the manual time spent calculating true ROAS by 25% thanks to auto-refreshing dashboards.
- ROI increased by 68% after shifting the budget to high-performing sources like price comparison sites.
Final takeaway
With Windsor.ai, Benz24 moved from fragmented marketing reports to a centralized, always up-to-date source of truth. The company can now:
- Make data-driven decisions across regions, products, and platforms
- Accurately assess channel-, campaign-, and even product-level ROI
- Quickly identify and scale what’s working—and cut what’s not
This operational clarity is now a core part of Benz24’s digital strategy, supporting its continued growth across Europe.
Want to unify your marketing data and uncover true ROAS with Windsor.ai?
Start your free 30-day trial: onboard.windsor.ai.
Book a demo: calendly.com/windsorai/guided-onboarding.