Key Results
Kin Comm is a digital marketing agency specializing in e-commerce, based in Argentina and Chile. With 9 direct employees and approximately 20 clients, they focus on companies that have already grown and need to standardize their digital processes—typically wholesalers and factories that have everything organized offline but need structure in their online channel.
We spoke with Kevin Raia, Founder of Kin Comm, about how they built an agency where Detrics serves as the backbone connecting all teams and clients. Kevin explained how they went from manual reports via WhatsApp to a system where each new client is configured in less than 20 minutes, and shared a unique perspective: every new Detrics feature represents a new business opportunity for the agency.
The Typical Client: E-commerce That Needs Structure
Kin Comm specializes in e-commerce businesses that have already grown and need to standardize their digital processes. Many are wholesalers or factories that have everything organized offline but lack structure online.
A finding that surprises Kevin even in 2026: regardless of company size, very few have good “digital asset health.” The information is within reach, but disorganized.
"Even today in 2026, because we're just starting 2026, we still detect that there's no order. Few companies have good order, good health of their digital assets. They have information within reach, but it's not organized. They have too many GTMs, too many GA4 accounts, poorly configured tracking.
Reporting as the Only Way to Show Value
For a performance agency, the service is intangible. Clients don’t understand—and won’t understand—what the team does day to day. They only want to know one thing: how much they invested and how much they made.
That’s why reporting became fundamental for Kin Comm: it’s the only way to give visibility to the work being done.
Detrics as the Operational Backbone
Detrics isn’t just another tool at Kin Comm: it’s the backbone that connects all teams and clients.
"Detrics ends up being like the backbone of all teams and all clients. Both teams and clients end up using Detrics directly or indirectly. Obviously the operations team uses it most in their daily work, but the entire accounts team ends up drawing from the information Detrics provides. And the creative team too, because it gives them information about creatives.
An Operating System Based on Automated Reports
Kin Comm designed an operating system where every client receives a weekly report every Monday: last week’s numbers plus two lines of text explaining those numbers. Simple, but impossible to manage manually for 20 accounts.
"Doing a report every week for 20 accounts takes a ton of operational time, thinking time, time to download data. It would be totally impossible to do, impossible to manage—at least with happy employees—if this weren't automatic.
With Detrics what we achieve is that every time a new client joins the company, the weekly report is configured once, the monthly report is configured once, and I know that client is going to have their weekly and monthly report every single week.
Budget Control in One Place
Beyond client reports, Detrics solves a critical internal problem: budget control for all accounts.
"If I had to go into each platform to see if my company's accounts are on budget or over budget, I'd have to go into 20 Google accounts, 20 Meta accounts, all separately. Today, thanks to Detrics, I can open a single Sheet and see which accounts are on budget, which ones are short—in a very visual and very fast way.
Why He Chose Detrics Over Supermetrics
Kevin knew Supermetrics from his previous work in the corporate world. When he started the agency, it was too expensive for initial use. A former colleague recommended Detrics for its free plan.
But beyond price, what Kevin values is flexibility: having the SaaS adapt to him and not the other way around.
"What I evaluate a lot is the ability for the SaaS to adapt to me and not me adapt to the SaaS. If I grabbed an off-the-shelf solution today, I'd have the same report everyone else has. With Detrics I can adapt it to my needs: show the metrics I want, the way I want, when I want, download them the way I want. It gives me a lot of freedom.
New Client in 20 Minutes
Thanks to standardized queries and templates, setting up a new client is practically a “Control C, Control V.”
"It's practically a Control C, Control V. A new client came in and the whole dashboard was already done. Detrics lets you import, export queries and copy-paste queries. I have standardized base dashboards by vertical, built in Google Sheets for speed, that I can duplicate. It doesn't take more than 20 minutes today to have all the information for a new client—the last 12 months of account operation.
Time Saved Gets Reinvested in Value
What does Kevin do with the time he saves on operational tasks? Two things mainly: improve client tracking and look for new business opportunities.
"A big part of the time I save I dedicate to looking for new ways or new data. Thanks to having a system that lets me see information, it's very easy to notice where something's failing, where a pixel, tag, or Google Analytics event isn't properly connected yet. A big part of that time I dedicate to working on tracking and improving tracking.
Every New Feature = A Business Opportunity
Kevin’s vision of Detrics is unique: he doesn’t see it just as a reporting tool, but as a generator of business opportunities.
"Every new feature that comes out is a business opportunity. If you translate the whole app for me tomorrow, my business isn't going to improve. On the other hand, if that time is spent on releasing a new feature, it's very likely that I'll have an opportunity with a company I can't sell a service to today—I'll be able to sell it to them thanks to you releasing a new feature.
