Our stack
Tools we use
The tools behind the marketing, and the analytics that measure it.
Donut Analytics runs ads on Google, Meta and ChatGPT. Google Tag Manager and Google Analytics track what those ads do on your site. BigQuery keeps the numbers in one place, and Meridian and Data Studio (formerly Looker Studio) turn them into a read on ROI. Claude speeds up the analysis, we make sure ChatGPT search can reach your site, and a person makes the calls. Each tool has a page: how we use it for clients, and what it can’t tell you.
Measurement & data
Tracking, data and models.
The tools that tie each channel to the sales it drives.
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Google Analytics
Events that match how you sell, and revenue checked against your own sales.
How we use it -
Google Tag Manager
Documented, consent-aware containers, tested in Preview and on the live site.
How we use it -
Data Studio
Live dashboards on BigQuery, with every platform's revenue counted the same way.
How we use it -
BigQuery
Every channel's spend and sales in one warehouse, rebuilt daily with SQL and Python.
How we use it -
Meridian
Google's open-source MMM. We feed it clean weekly data and test every refresh.
How we use it
Ad platforms
Where we build and run campaigns.
Search, social and ChatGPT ads, run inside one plan with the rest of your media.
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Google Ads
Search, Performance Max, Shopping and YouTube, with conversions set to how you sell.
How we use it -
Meta Ads
Facebook and Instagram campaigns, with Meta's credit checked against your own orders.
How we use it -
ChatGPT Ads
Built in OpenAI's Ads Manager, with OpenAI's pixel and UTM tracking in place before launch.
How we use it
AI
AI that speeds up the work.
We use AI to move faster and a person to make the calls.
How it fits together
One stack, from the ad to the answer.
Not every client uses every piece. This is how they connect.
- 01
Run the ads
We build campaigns on Google Ads, Meta Ads and ChatGPT ads. Every link carries UTM tags, so each click arrives labeled.
- 02
Tag the site
Google Tag Manager holds your analytics and conversion tags in one container, with consent rules that decide what fires.
- 03
Collect
Google Analytics records what each visitor did after the click, and which campaign sent them.
- 04
Bring it together
Ad spend, analytics and sales land in BigQuery. Dashboards and models read the same tables, so they start from the same numbers.
- 05
Model and report
Meridian estimates what advertising adds to all sales, in store and online. Data Studio keeps spend and results in one live view.
- 06
Work faster with AI
Claude speeds up the analysis, and jelly, our AI ad manager, runs on it. Donut Code builds agents on Claude or OpenAI models. A person checks the work and makes the call.
Build stack
What we build with.
Donut Code, our build practice, makes the sites, agents and data systems behind the work, with tools you can keep.
- AstroFast, hand-built marketing sites and landing pages, including donutanalytics.com.
- TypeScriptWeb apps, internal tools and agents, including jelly, our AI ad manager.
- PythonData work and media mix models. Meridian is a Python library.
- SQLQueries and data pipelines on BigQuery.
- FigmaDesign for sites, interfaces and design systems.
Put the stack to work.
Tell us what you’re working on. Email hello@donutanalytics.com or call (407) 394-9720.