Case Study: Ziff Davis centralizes GA360 and ad data to unlock paid search insights with Fivetran

Ziff Davis - Customer Case Study

Ziff Davis, a global digital‑media company behind brands like PCMag, Mashable and Offers.com, struggled with fractured data efforts after multiple acquisitions: separate tracking systems, legacy spreadsheets for paid search, and inconsistent reporting left teams without a single source of truth. Director of Technology Chris Kite selected Fivetran to bring together Google Analytics 360 and ad sources as part of a modern data stack to centralize and democratize data across the organization.

Fivetran’s GA 360 connector and pipelines load normalized data into Snowflake, enabling Looker dashboards that join Google Analytics 360, Google Ads, Microsoft Advertising, Salesforce and affiliate data. The solution gave teams never‑before‑seen visibility into paid search performance, conversion funnels and the customer journey, turned a legacy spreadsheet process into a holistic paid‑search dashboard, reduced outages and saved an estimated six months of engineering effort to build a GA 360 pipeline — while driving broad Looker adoption across the company.

Ziff Davis

Chris Kite

Director of Technology