After the iOS14 rollout, the Portland Leather Goods team quickly felt the impact of the data loss. While Shopify still reported incoming revenue, core ROI metrics formerly identified via on-platform ad reporting dropped to near zero, making mapping conversions back to the ads and channels they came from next to impossible. The team knew they still had high-performing ads, but they were unable to determine which ads were winning - or even which channels were most effective for running conversion ads. Unreliable on-platform reporting required the PLG team to pull all of the data at their disposal and manually calculate core KPI's in enormous spreadsheets. The process was time consuming, and still didn't result in the detailed insights necessary to answer pivotal questions on marketing performance from the brand's leadership team.