Fluent, a NYC-based company that helps brands acquire new customers with high lifetime value, uses automation to maximize its impact. Sean Cullen, the executive vice president of product, relies on Google Ads and Zapier to optimize campaigns and track offline conversions. With the help of Zapier's Webhooks by Zapier, Fluent can now send internal business impact data directly to Google Ads, allowing them to see which ads are working best and use that information to optimize campaigns. This automation has provided benefits for non-technical teams at Fluent, such as their marketing department, allowing them to leverage deeper performance data in Google and focus on bigger things like optimizing media buying through new targeting and creative strategies.