Clarity on marketing lead to a 24% uplift in lifetime value.
Objective
Consolidate data across advertising and marketing platforms to optimise spend.
Obstacle
A lack of standardised tracking and fragmented data meant multiple versions of the truth.
Outcome
Clarity on marketing performance led to a 24% increase on ROAS.
Background
Bettervits is a direct-to-consumer vitamin and supplement brand focused on high-quality nutrition delivered online. With multiple acquisition channels and a growing subscription base, Bettervits needed a clear view of marketing efficiency, retention, and customer value. They partnered with 173tech to automate data consolidation, modelling, and reporting.
Challenges
Lack Of Trust: Bettervits operates in a highly competitive supplements market where margins are thin and marketing efficiency is critical. Yet Google’s reporting interface consistently suggested that campaigns were running at a loss, even though the overall business remained profitable. This contradiction created a major trust gap in the numbers.
No Attribution: Attribution was another critical challenge. GA4 data was incomplete due to UTM inconsistencies, and certain landing pages were not firing correctly, causing gaps in reported conversions. Without clean attribution, Bettervits could not confidently measure which campaigns drove valuable customers.
Solution
Centralisation: 173tech ingested Shopify, Recharge, GA4, Google Ads, and Meta Ads into BigQuery. Using dbt, the team built revenue, order, and attribution models, alongside fact tables for campaign performance. Custom models calculated key business metrics such as MER, contribution margin, and subscription retention.
Pipeline Optimisation: When Bettervits’ Klaviyo data was first ingested, the volume of transactional information created a significant expense. Instead of extracting everything indiscriminately, 173tech focused only on the metrics that delivered real business value. By streamlining the pipeline and prioritising the measures that mattered most for decision-making, costs were reduced and reporting became more efficient, avoiding the common trap of over-collecting data without tying it back to commercial impact.
The Proof Is In The Numbers...
10.10%
from ads.
24.14%
14
Implementation
Speed: In most businesses, pulling together so many disparate data sources; Shopify, Recharge, GA4, Meta, Google Ads, and Klaviyo takes six months or more before meaningful insights are available. By contrast, 173tech delivered a fully unified analytics stack for Bettervits in just 14 weeks.
One Source Of Truth: By moving from siloed reporting to a single source of truth, Bettervits unlocked more reliable forecasting and more precise ROI measurement, giving them a competitive edge in a crowded supplements market. The team now had confidence to refine bidding strategies, cut spend from underperforming campaigns, and reinvest in high-LTV acquisition. They also improved GA4 attribution by fixing missing landing pages and implementing a consistent UTM structure.
Increased Profitability: Whilst it has only been a few months, the impact of our work is already being felt. Between July and September, Bettervits saw profitability rise from 17.41% to 19.17% on a last-click basis and from 83.75% to 103.97% on a lifetime value basis, representing an uplift of 10.10% in last-click profit and 24.14% in LTV profit.
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