From Chaos to Clarity: Building Tracking that Actually Works with Carwow’s Roman Petrochenkov

From Chaos to Clarity: Building Tracking that Actually Works with Carwow’s Roman Petrochenkov

Roman Petrochenkov is the Head of Growth & Media Analytics at Carwow, so yes we’re going to be getting DEEP into tracking, attribution and all that juicy stuff. Carwow has grown from a review site, to be a one-stop shop for changing your car – offering customers the ability to a buy a new or used car, or sell their existing vehicle. Founded in 2013 they now operate in the UK, Germany and Spain. In 2024 they grew 50% with nearly £3 billion worth of cars bought on the site, and £1.8 billion of cars listed for sale through the Sell My Car service.

Roman shares how top analytics teams work behind the scenes — and the smarter, faster ways to use data to fuel eCommerce growth.

Hit PLAY to hear:

  • 🔎 Why perfect attribution is a myth — and what to do instead
  • 👥 How analytics teams should work inside an eCommerce business
  • 🧠 The #1 misunderstanding most marketers have about data
  • 🧩 When small brands should upgrade from GA4 to more advanced analytics
  • 🔐 What you must know about cookie consent & compliance in 2025
  • 🤖 Real-world AI tricks Roman uses to speed up analysis & tracking

Key timestamps to dive straight in:

[05:15] Tech, Marketing, and Finance Expertise

[09:08] Understanding Data and User Journeys

[10:09] Adapting to Business Evolution

[15:39] "Advanced Attribution for Small eCommerce"

[18:46] eCommerce Attribution and Management

[20:25] "Attribution Challenges and Incrementality"

[23:30] Streamlining Landing Page Feedback

[26:48] Collaborative Challenges in Team Dynamics

[28:01] Listen to Roman’s Top Tips!

Full episode notes here: https://ecmp.info/579



--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy

Episoder(620)

From Market Stall to £25M: How Valentte Built an 8-Figure eCommerce Brand with Luke Bream

From Market Stall to £25M: How Valentte Built an 8-Figure eCommerce Brand with Luke Bream

Luke Bream is the Chief Executive and Co-founder at Valentte, sellers of organic skincare and home fragrance. Founded on a market stall in 2011, they now do £25 million via their WooCommerce store and...

30 Mar 36min

Growing eCommerce Sales with Values, Strategy, and Multi-Product Innovation at Microbz with Katie Ward

Growing eCommerce Sales with Values, Strategy, and Multi-Product Innovation at Microbz with Katie Ward

Katie Ward is the Managing Director at Microbz, a natural microbial solutions business. Founded in the 2000s and rebranded in 2024, they are on track for around £1million this year across their Shopif...

23 Mar 26min

WWYD if you were starting a new job as CEO at an 8-figure fashion brand? Rich Chapple, former CMO of Gymshark

WWYD if you were starting a new job as CEO at an 8-figure fashion brand? Rich Chapple, former CMO of Gymshark

Rich Chapple was previously the CMO at Gymshark and the CEO at THG Ingenuity, part of The Hut Group, scaling both companies to unicorn valuations. He is now the co-founder at The Growth Foundation, he...

16 Mar 44min

How Seep Scaled eCommerce Growth to £10M: Meta Ads, Retention & Hero Product Strategy with Ed Hamilton

How Seep Scaled eCommerce Growth to £10M: Meta Ads, Retention & Hero Product Strategy with Ed Hamilton

Ed Hamilton is the Head of Growth at Seep, a certified B Corp selling eco house cleaning tools. Founded in 2020 they are now on target for £10million in sales this year, via their Shopify store, Amazo...

9 Mar 32min

What Would You Do if you were embarking on a replatform in 2026? – with James Gurd

What Would You Do if you were embarking on a replatform in 2026? – with James Gurd

James Gurd is The Digital Juggler, and host of the Inside Commerce Podcast. He has over 20 years’ experience helping B2C and B2B brands deliver eCommerce growth, primarily through tech stack optimisat...

2 Mar 31min

Want to be in a Keep Optimising Podcast episode?

Want to be in a Keep Optimising Podcast episode?

A quick update from Chloe on what’s happening for episode 300 on our sister show Keep Optimising, AND how you can be involved.Get involved >> https://keepopt.com/300--- Download our ebook... https://e...

1 Mar 3min

From £3k to £80m: The Bootstrapped Must Have Ideas Growth Story with Amy Knight

From £3k to £80m: The Bootstrapped Must Have Ideas Growth Story with Amy Knight

Amy Knight is the Founder at Must Have Ideas, a UK based eCommerce brands that sells problem solving household products. Must Have Ideas is a bootstrapped business, started with just £3,000 in 2018 th...

23 Feb 24min

Driving Profits Through Customer Service with eDesk’s Gareth Cummings

Driving Profits Through Customer Service with eDesk’s Gareth Cummings

Gareth Cummings is the CEO at eDesk, the AI powered customer support helpdesk for eCommerce. Used by eCommerce stores around the world, their client CarParts.com has just been named in USA Today’s lis...

16 Feb 32min

Populært innen Business og økonomi

lydartikler-fra-aftenposten
stopp-verden
dine-penger-pengeradet
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
pengesnakk
utbytte
pengepodden-2
tid-er-penger-en-podcast-med-peter-warren
livet-pa-veien-med-jan-erik-larssen
finansredaksjonen
morgenkaffen-med-finansavisen
rss-markedspuls-2
lederpodden
okonomiamatorene
liberal-halvtime
rss-politisk-preik
rss-pa-konto
stormkast-med-valebrokk-stordalen