Improvado is a cloud-based marketing data aggregation system which allows users to connect to a range of marketing platforms, business intelligence (BI) and data visualization systems, without needing help from developers. More than 70 native integrations are offered, including Google AdWords, Analytics, BigQuery, Data Studio, Looker, Tableau, Power BI, Excel, and more.

Improvado’s custom dashboard provides users with cross-channel optimization advice and alerts for all of their campaigns in a single interface. Campaign performance can be tracked, with users able to measure and compare any metrics and visualize data. Performance metrics can be calculated automatically according to users’ preferred methods, and conversion paths can be tracked to identify how campaigns contribute towards KPIs and budgets. A white label client portal also allows users to present data for clients to explore through a branded portal on their own platform.

Improvado allows users to connect marketing APIs with data visualization tools, automating the marketing data pipeline. Data can be combined, mapped, and normalized, with users able to specify whether they need raw or mapped data, and change attribution models by defining how credit is assigned to touchpoints for conversions and sales. Cross-channel metrics can be compared side-by-side to provide insight for important business decisions.