Case Study: Food Industry

Every real spent on advertising,
related to what was billed

A Bytebio It connected advertisements, quotes, and sales from a food industry company. The campaign was then analyzed based on its associated revenue, with sales to businesses and consumers separated.

Understand what the Bytebio did See the change in the analysis.

Updated 06/10/2026

The route that Bytebio connectedExample B2B · sales to companies

in the campaign01

Source of the click

Canal: Google Ads
Campaign: Campaign A · B2B
Keyword: Registered document

Source captured

in the commercial02

Quote via website

Client: Company · CNPJ
Campaign: Campaign A · B2B
Keyword: Term preserved

Quotation originating from

Invoicing03

Invoiced sale

Situation: Invoiced
Campaign: Campaign A · B2B
Link: CNPJ of the quotation

Sale assigned

Revenue is returned to the campaign in the return analysis.

Fictitious data. The process depicted represents the integration of the case study, without exposing client records.

The starting point: Before, marketing was done via click. Sales were done via quote. Billing was handled in a separate system.

The change built: With integration, the origin tracks the sale all the way to the return panel.

The sale was happening. The origin was lost along the way.

The company advertised on Google and Meta, received website and online store visits, and also made sales through its sales team. A company could find an ad, request a quote, and only then place an order. This revenue was not tracked by the campaign.

The data existed, but each area only saw a part of it. Google Analytics showed the traffic; the CRM, the sales tracking system, stored the quotes; and the ERP, the company's management system, recorded what had been invoiced. The monthly report gathered information into a closed presentation, without resolving the connection between the different pieces of data.

the work of Bytebio It began with defining what counts as a sale coming from digital channels and how to recognize that sale across systems.

To measure sales, it was necessary to preserve the origin.

First Bytebio He organized the naming convention for advertisements to distinguish between B2B (business-to-business) and B2C (consumer-to-consumer). Each sales channel now has its own return, instead of a single number encompassing both operations.

Next, he structured the UTMs, the parameters in the link that identify the origin of the visit, including a dedicated field for the keyword. When a company requested a quote through the website, the origin of the click was recorded along with the company's tax ID number. This link allowed subsequent revenue to be associated with the campaign that generated the opportunity.

To make the information flow, we developed APIs, connections through which systems exchange data. Advertisements, website, online store, CRM, ERP, and newsletter began to feed into a consolidated database, used by marketing and sales dashboards.

Tracked saleIllustrative screen

Click on the ad.
Campaign, term, and type recorded in UTM.
Quote via website
The CNPJ (Brazilian tax ID) is linked to the origin of the click.
Sale invoiced in the ERP system.
The revenue goes back to the same source.
Updated campaign ROAS
B2B and B2C separated by the ad name.

The same origin runs through the quotation and reaches the revenue. Illustrative sheet, with fictitious data.

What has changed in practice

The panel then moved on to answering the business question.

With the data connected, the Bytebio Using Looker Studio, a data visualization tool, they built a marketing report by period and a ROAS and sales dashboard. ROAS stands for return on ad spend: it relates the revenue attributed to the campaign to the amount invested in it.

The team began to analyze the revenue associated with the campaigns, separating B2B and B2C, and choosing the analysis period. The report was no longer limited to presenting a single month.

Return per campaignIllustrative screen

Analysis period B2B / B2C

SourceCampaign

ResultInvoiced

ReadingROAS

Investment and revenueExample data

InvestmentFaturamento

Campaign AB2BAssociated billing

Campaign BB2CAssociated billing

Illustrative panel. Graphics and campaigns are fictitious; they do not represent the client's results.

A new reading

Which campaign generated the sales revenue?

The origin recorded in the quote allows you to trace the billing back to the campaign. The terminology distinguishes sales to businesses from sales to consumers.

Previously, the platform showed the click. Now, the analysis includes the sale recorded in the ERP system.

Marketing by periodIllustrative screen

Analysis period B2B / B2C

SourcesIntegrated

QueryBy period

MarketingIn panel

Activity during the periodExample data

ViewsQuotation

Origin of visitsSiteConsolidated data

CampaignsAdvertisementsConsolidated data

Illustrative panel. Graphics and campaigns are fictitious; they do not represent the client's results.

A new reading

What was the period like that the team needs to analyze?

The report can be consulted by interval, with the sources consolidated. The reading follows the team's question, without depending on a new finalized presentation each month.

Previously, a closed snapshot of the month. Now, a panel to view different periods.

An integration needs to continue making sense when the business changes.

A Bytebio The verification of sources and adjustments to fields and filters were maintained on demand. The naming rules and UTMs were documented: changing a campaign name without matching the adjustment can compromise comparison with historical data.

When marketing analytics was transferred to another team, we introduced the structure and access to the dashboards. Bytebio He remained responsible for the commercial ROAS. During the period depicted, the migration of the infrastructure to the company's own server was underway.

What can still evolve

Readings by region and representative, reach and follower metrics, and the vision of the online store alongside B2B are possibilities for evolution, not completed deliverables of this case study.

An ecosystem solution Bytebio

Usa KommoMeet ByteCapture.

For those who use KommoByteCapture, a sales tracking CRM, is a product of Bytebio Dedicated to capturing and assigning leads—contacts that arrive as sales opportunities—it records the origin of entries via WhatsApp and forms and associates them with the lead in the system. Kommo.

The product also offers offline conversions, sending funnel events to Meta and Google Ads when a compatible click identifier is available. The deliverable described in this case involves the integration of industry sources, billing in the ERP system, and customized dashboards.

Get to know ByteCapture

ByteCapture

Regarding the origin of the contact
to the lead in Kommo.

WhatsApp and forms
Origin associated with the lead
Offline conversions

See how it works ↗

Explore the method in more depth.

The path from ad to revenue, explained.

In this video, the Bytebio It explains how UTMs, CRM, and dashboards help track the journey from ad to sale. A way to delve deeper into the method presented in the case study.

Video cover: Analytical Marketing, from ad to revenue. Next to it, three cards connected by arrows: Ad, CRM, and ROAS Dashboard.

Does your marketing department understand how much revenue the sales team generated?

If your company advertises, receives quotes, and invoices through another system, we can start by mapping where the origin is lost. From there, we design the connections and the first return data that makes sense for your operation.

Let's talk about my data. The conversation opens on WhatsApp, with a specialist from... Bytebio.

This structure makes more sense when the sale goes through different stages and systems. If a single platform already measures the entire online sale, or if the investment in media is still small, there may be higher priorities.