Building a production-ready marketing attribution platform in 11 months
Marketing leaders face a fragmentation problem that compounds as their tech stack grows.
The challenge
Marketing leaders face a fragmentation problem that compounds as their tech stack grows. A campaign manager might check Google Ads for search performance, Meta for social ROI, HubSpot for pipeline impact, Google Analytics for site traffic, and Search Console for visibility — and still lack a single coherent narrative of what's working. Source.app's founders saw this pattern and decided to build a unified platform: a single source of truth that ingests data from six major marketing platforms and surfaces insights executives and campaign managers actually need.
The solution
We spent the first six weeks on technical feasibility — validating the data architecture, API integration strategy, and event tracking model. Once proven, we designed separate views for executives (high-level ROI) and campaign managers (daily performance detail). The integration layer connects Google Ads, Meta, HubSpot, Google Analytics, Search Console, and Mailchimp. We built a custom event architecture to normalize data into a common schema, with an AI Analyst feature that surfaces anomalies proactively.
The impact
Source.app shipped its production MVP in November, just under the 11-month target. The platform is live with early enterprise adopters. Campaign teams report spending less time pulling data and more time on strategy. Starting with a feasibility phase meant the engineering phase ran clean — no architectural pivots mid-build.
Technologies used
Fasten Teams's communication was solid. We had daily stand-ups and a consistent flow of communication. We felt like we had an open and honest dialogue with them. They worked diligently and even overtime to get things done on time.
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