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

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