How Orange Line scaled with Supermetrics and drove a 5-10% ROAS improvement across clients

Orange Line is a full-service digital agency serving clients across both Australia and the US. With a team of 40+, the agency offers a range of services, including paid media, data and analytics, SEO, CRO, design, communications, outreach and strategy.

Grace De Cruz has been leading data and analytics at Orange Line since 2018. She works closely with internal teams and clients to ensure the agency delivers reliable, data-driven reporting and optimizations at scale.

Navigating growing reporting complexity

When Grace joined Orange Line, one of her first projects was building dashboards for a large national dental group with dozens of brands and clinics. Creating a reporting suite for the client was manual and time-consuming.

While the agency was already using Looker Studio, non-Google data still had to be pushed in manually through spreadsheets. This approach worked for smaller clients but wasn’t scalable, making it harder to efficiently serve larger and more complex accounts.

Having used Supermetrics in a previous role, Grace recommended adopting the tool to automate data collection, free up time for higher-value work, and improve accuracy and consistency across reporting.

From manual reporting to scalable and customizable data solutions

Over the past seven years, Supermetrics and Orange Line have grown together. The agency has evolved from relying on Google Sheets and Looker Studio to fully leveraging the Supermetrics Marketing Intelligence Platform . Today, the platform sits at the core of Orange Line’s data operations, giving the agency the scalability and flexibility to serve increasingly complex clients and deliver custom solutions.

Data foundations

Automated data collection across marketing platforms is at the core of Orange Line's data operations. Automation has made reporting faster, more accurate, and far more scalable — freeing the team to focus on insights and optimization instead of manual data wrangling. “Supermetrics is the backbone of our client reporting. We rely on the platform significantly for our internal processes, and to both consistently meet and exceed our clients’ expectations,” says Grace.

Data flows seamlessly into Google Sheets, Looker Studio, BigQuery, or Supermetrics Storage, depending on each client's needs. With Custom Data Import (CDI) , the team can also integrate offline and non-platform data. CDI has been particularly valuable for automating affiliate data collection — a process that once required manually consolidating spreadsheets from multiple sources but now runs effortlessly in the background.

Data transformation

Data blending and custom fields are core features that make reporting at Orange Line powerful and flexible. Custom fields help the team fix gaps in naming conventions, convert currencies, and standardize metrics across platforms.

Data blending allows Orange Line to combine multiple sources into a single view, making it easier to manage complex, cross-channel client reporting. Unlike Looker Studio, which has limits on the number of data sources that can be blended, Supermetrics lets the team integrate all relevant sources, ensuring comprehensive and accurate insights across every campaign.

Data storage

Orange Line works with diverse clients with different needs and requirements for storing marketing data . Businesses may be tied to a specific environment (Microsoft or Google), they may have requirements over data ownership, or they may lack know-how and resources for setting up their own data warehouse.

With Supermetrics, Orange Line can offer completely tailored solutions for each client:

• Supermetrics Storage : Choosing Supermetrics Storage enables clients to store their marketing data without the complexity of setting up and maintaining a data warehouse. Data ownership depends on whether the client’s or the agency’s license is used for the Storage opt-in. This option is ideal for teams that prefer not to manage a warehouse themselves or for clients who cannot provide third-party access to their broader data warehouse.
• Client-owned data warehouse: Clients who are already using a data warehouse for other business data may want to store marketing data in their existing warehouse. Alternatively, clients can set up a dedicated data warehouse for marketing purposes, giving Orange Line access.

Grace recalls a client who posed a unique data ownership challenge. The client used Microsoft Azure as their main data warehouse, but Orange Line couldn’t get access to it. They needed a separate environment for marketing data, but the client didn’t want a third party to own it.

Normally, this would've stalled the project. But with Supermetrics, Orange Line was able to offer a flexible solution: the client could create their own Supermetrics license and host a dedicated BigQuery instance through Supermetrics Storage. This approach allowed the client to fully own their marketing data warehouse without having to set it up themselves.

Supermetrics and Orange Line: a partnership with real business impact

Supermetrics is the backbone of Orange Line’s data operations—powering everything from automated reporting to custom data solutions for increasingly complex clients. The platform has grown alongside the agency, helping them scale with confidence as client needs have evolved.

With faster reporting and deeper insights, Orange Line has achieved a 5–10% lift in ROAS, empowering the team to make smarter campaign decisions backed by real-time, reliable data.

Supermetrics now saves the agency 25–75 hours of manual reporting every week, freeing junior analysts to focus on more strategic and creative work that directly adds value for clients.

Looking ahead, the team is particularly excited about Supermetrics’ acquisition of Relay42 , a customer data platform. Grace sees it as the missing piece that will extend Supermetrics’ role beyond reporting and analytics into direct data activation. “Once we incorporate the customer data platform, Supermetrics will be covering the full journey we take our clients through”, Grace says.