Case Study: The Humberview Group modernizes marketing reporting with Supermetrics and BigQuery

How Humberview Group modernized their marketing reporting with Google BigQuery and Supermetrics

The Humberview Group, an Ontario-based automotive retail group with 20+ locations, needed to replace its closed-box marketing reporting process with a more scalable data warehouse. Their marketing team was spending too much time on manual copy-pasting in spreadsheets and wanted better visibility into how data flowed across sources like Google Analytics, Facebook Ads, Instagram Ads, and Google Sheets. Humberview chose Supermetrics for BigQuery to modernize its reporting.

With Supermetrics, Humberview built a marketing data warehouse in Google BigQuery, modeled its data flow, backfilled two years of historical data, and created custom views for reporting in Looker Studio. The rollout took six weeks and improved performance significantly, reducing reporting tasks that once took hours to minutes or seconds. Supermetrics also helped Humberview gain full control over its data, unify sources, and deliver interactive dashboards to internal stakeholders, while enabling more advanced attribution and benchmarking across stores.

The Humberview Group

Maxim Poliakov

Digital Marketing Manager