Airtable as the Source of Truth
Before adopting Data Fetcher, Airtable was already the foundation of 123Dentist's marketing reporting. Performance data from across their clinics needed to live in one place to avoid account permission issues and ensure consistency.
Airtable feeds Looker dashboards, powers monthly Google Slides reports, and supports internal automations tied to marketing performance.
The challenge was getting large volumes of data into Airtable efficiently.
The Supermetrics Workaround
To consolidate marketing data, the team used Supermetrics to pull marketing campaign data into Google Sheets. Because Supermetrics does not support Airtable directly, Sheets became the bridge into their base.
This is where Data Fetcher first entered the stack. It synced data from Google Sheets into Airtable, keeping Airtable at the center of reporting.
The workflow functioned, but it introduced added cost and an extra dependency. Supermetrics was powerful, especially for multi-account reporting, but at scale it became expensive.
Moving Data Directly Into Airtable
Over time, the team began reducing their reliance on the Sheets middle layer. Instead of routing marketing data through Supermetrics and Google Sheets, they started pulling it straight into Airtable using Data Fetcher.
Marketing metrics now synced straight into their base, without needing Google Sheets as an intermediary.
This simplified the reporting stack and reduced tooling costs, while keeping Airtable firmly at the center of their workflow.
Going Beyond Prebuilt Integrations
As Ally grew more comfortable with Data Fetcher, she moved beyond standard integrations and began working directly with APIs.
She built custom requests to pull in local SEO data, internal data sources, and analytics from their social media management tools. This brought more of their reporting inputs directly into Airtable.
Using Data Fetcher's custom OAuth feature, she also went beyond the prebuilt GA4 and Google Search Console connectors. Instead of configuring properties manually, she syncs lists of accounts and properties into Airtable, which then power their reporting setup.
Impact
By pulling marketing and analytics data directly into Airtable, the team simplified their reporting stack and reduced reliance on expensive middleware.
Airtable now serves as a structured reporting hub for data spanning paid media, analytics, local SEO, and social performance. From there, the team powers dashboards and stakeholder reports with a consistent, centralized dataset.
With a lean marketing tech function supporting hundreds of clinics, direct control over their data pipeline allows them to maintain scale without expanding tooling or headcount.
