How Shopee, turned scattered data into a strategic advantage with Supermetrics

Shopee is a leading e-commerce platform in Southeast Asia, Taiwan, and Brazil. Known for its mobile-first approach, regular mega sales campaigns, and deep integrations with local payment and logistics providers, Shopee offers a wide range of products, including electronics, fashion, home goods, and beauty products.

This rapid growth is accompanied by a significant reliance on marketing. In Vietnam, the online marketing team executes large-scale digital campaigns across various platforms, including social media, search engines, short-video platforms, and more, to drive user acquisition, engagement, and sales in a highly competitive landscape.

With multiple campaigns running simultaneously daily, manually pulling reports had become a time-consuming process. Data was scattered across platforms, increasing the likelihood of inconsistencies, and cross-channel performance comparisons were limited.

The challenges:

• Manual reporting bottlenecks: handling data across multiple campaigns and platforms required hours each day, reducing the time available for strategic planning and analysis.
• Data consistency: without automation, reports were more difficult to standardize, which made it harder to align on results and performance metrics.
• Cross-channel visibility: scattered data limited the ability to get a unified view of campaign performance and maintain holistic oversight.
• Timely optimizations: Without real-time, consolidated insights, spotting trends, responding to market shifts, and making fast adjustments was more difficult in a competitive landscape.

To fix this operational hurdle, the team turned to Supermetrics. What started as a reporting automation tool quickly evolved into a key marketing intelligence tool for Shopee Vietnam.

A move towards efficient reporting, tailored insights, and strategic decisions

Shopee Vietnam implemented Supermetrics to automate data aggregation from ads platforms like Meta Ads, Google Ads, TikTok Ads, and more directly into Google Sheets. This marked the start of a broader shift toward data-driven marketing at scale.

Automating data flows to save time and improve accuracy

The first step was automation. Instead of manually pulling data from Meta Ads, Google Ads, TikTok Ads, and other platforms, Supermetrics enables hourly updates across all campaigns. This shift reduced reporting time by up to 50% and provided the team with peace of mind that the data was consistent, accurate, and always up-to-date.

Dashboards tailored to Shopee's unique needs

With reporting automated, the team built dashboards tailored to different needs. Some monitored daily ad spend and cost efficiency. Others provided a cross-channel view of campaign health. By centralising everything, the team could compare platforms, spot anomalies, and act swiftly.

Monitoring performance to enable faster optimisations

With real-time, centralised data at their fingertips, the team could monitor campaign performance more closely and respond faster. Hourly updates allowed them to identify issues such as sudden spikes in spending or drops in performance, making timely adjustments before they escalated.

This level of visibility enabled the team to catch underperforming campaigns early and reallocate budgets with greater confidence.

Powering strategic planning with historical and cross-channel insights

Beyond operational efficiency, the most significant impact came in strategic planning. With all campaign data centralised and standardised, the team could now access historical trends across channels, helping them identify performance benchmarks, uncover key insights, and set more informed media budgets.

Flexible date ranges, custom metrics such as ROAS and cost efficiency, and multi-channel views enabled the team to move beyond static reports to real decision-support tools. These insights played a key role in guiding future spend allocation and campaign design.

Aligning teams with one source of truth

With a centralised setup, it became easier to share consistent reports with other teams and stakeholders. Instead of sending different versions of spreadsheets or manually updating slides, everyone worked from the same dashboards, using the same data. This improved alignment and sped up collaboration between marketing and analytics.

By eliminating manual steps in the reporting process, the team avoided common issues such as mismatched numbers, copy-paste errors, or outdated charts.

The result: real-time insights, faster reporting, and strategic growth

By automating data collection and centralising insights with Supermetrics, Shopee Vietnam transformed its marketing operations:

• Reporting time dropped by up to 50%, freeing the team to prioritise strategy and growth.
• Reliable, real-time data enabled quicker campaign optimisations and better budget allocation.
• Access to historical and cross-channel insights strengthened media planning and forecasting.
• Unified dashboards aligned stakeholders and improved collaboration across teams.

This shift from manual reporting to strategic intelligence has given Shopee a competitive edge in a fast-moving, hyper-competitive ecommerce market.