One definition of "conversion." Everywhere. Always.
Your pipeline works. Your warehouse has data. But Google says ROAS 4.2, Meta says 3.8, and your CRM shows neither in pipeline. That's not a data problem. That's a semantic layer problem.
Book a Semantic Layer Audit →Three reasons your metrics never agree.
The data is fine. The problem is that everyone has a different copy of the truth.
Metric sprawl
Marketing uses one definition of MQL. Sales uses another. Finance uses a third. Every dashboard is right and none of them agree.
Logic embedded in dashboards
Business rules live inside Looker calculated fields, Tableau LODs, and spreadsheet formulas. Nobody knows which one is canonical.
No single source of truth
When the CFO asks "what was our CPA last quarter?" — who answers? Which tool? Which definition?
One source of truth for every metric.
Built in the warehouse, not in the dashboard.
Before and after a semantic layer.
The same data team, the same analysts — with one structural change.
The tools we build on.
I built the normalization and aggregation layer at TapClicks that unified campaign data from 200+ platforms into a single coherent model — so that "impressions" meant the same thing whether it came from Google, Meta, TikTok, or a DSP nobody's heard of.
Start with a Semantic Layer Audit.
We map your current metric definitions, find where logic is duplicated or conflicting, and give you a build plan. $2,000 flat.
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