Logan Riebel, founder of Mako Metrics, marketing analytics operator based in Chicago
Chicago · Marketing analytics · Paid media

I got tired of scrolling Ad Library before every brief.

Mako Metrics is my answer to that afternoon. I spent six years inside Fortune 500 marketing teams and agency accounts, building dashboards and arguing about where the next dollar of ad spend should go. This product turns public Meta Ad Library data into a PDF you can actually brief from.

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6+ years in digital marketing analytics · 4+ years on Fortune 500 marketing teams · 2 years in agency paid media · $100s of millions in ad spend managed and analyzed
WHO BUILDS THIS

Hi, I'm Logan Riebel.

I'm a marketing analytics nerd based in Chicago. I like SQL more than I should, and I have strong opinions about how dashboards should be labeled.

For the last four-plus years I've been at ADP on the performance marketing analytics side: Tableau dashboards tied to Salesforce, media mix and multi-touch attribution pilots, bid tests, and budget conversations on enterprise-scale digital spend. Before that I was at Dentsu (iProspect) on two major telecom accounts, running incrementality work and 50+ A/B tests on large paid search programs. Earlier I freelanced under LR Marketing Analytics and spent a year and a half at OpGo Marketing managing client accounts and building Power BI reporting for paid channels.

That path matters for Mako Metrics. I've sat in the meetings where someone asks "what are our competitors running?" and everyone knows the honest answer is another hour in Ad Library. I built this so you get a structured read instead.

Logan Riebel with friends at a beach event at night
Off the clock: still the same person who will nerd out about your competitor's ad mix.
WHY MAKO EXISTS

Competitor research should not live in screenshots.

Meta's Ad Library is public. The hard part is turning hundreds of ads into something a media buyer or strategist can use before the next creative review.

Structured, not scraped chaos

Every report pulls active ads, copy themes, format mix, and run-duration signals into one PDF. No login for your team to share it around.

Built by someone who reads dashboards daily

I've built governed models in dbt, shipped Tableau for GTM teams, and tested incrementality on real budgets. The analysis reflects how paid media people actually think about winners and losers.

Honest about what Meta shows

We do not claim private spend, ROAS, CPA, or targeting. Reports use public Ad Library data only. If a number isn't in the library, it isn't in the PDF.

HOW I THINK ABOUT IT

A few rules I won't bend on.

WHERE I'VE DONE THE WORK

Fortune 500 teams, agency accounts, and client-side analytics.

ADP

Marketing Analytics Manager · 2022-present

Performance marketing dashboards, attribution pilots, and budget influence on enterprise paid media programs. Built agentic analytics on governed metrics (dbt, MetricFlow, Claude MCP).

Dentsu (iProspect)

Marketing Analytics Manager · 2021-2022

Incrementality testing and attribution for two telecom brands. 50+ A/B tests on bidding, creative, landing pages, and audiences on high-volume paid search accounts.

LR Marketing Analytics

Analytics Consultant · 2020-2021

Freelance Power BI work for healthcare and B2B software clients. Full-funnel dashboards, lead scoring overhauls, and geo-targeting tied to large monthly Google Ads programs.

OpGo Marketing

Performance Marketing Specialist · 2020-2021

Agency-side: 25 client accounts, consolidated reporting in Power BI, and hands-on optimization across a multi-account paid media book.

Tools I work in daily: SQL, Python, dbt, Tableau, GA4, GTM, media mix modeling, incrementality testing, and paid social. LinkedIn

Your competitor is already running ads. You just need them organized.

Run one competitor through the free tool for a quick read, or order a full PDF report. Most single-competitor reports land within 24 hours.

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