Power BI analytics for an online perfume store: identified ineffective advertising campaigns and reduced CPO by 100 rubl

[mehadihasan123456]

For the perfume shop, we advertised in Yandex.Direct and Google Ads. More than 85% of all orders were generated by Google Merchant's Smart Shopping Campaigns. This is when Google itself creates advertisements based on the product feed and shows them to the site's audience. With the help of machine learning, it achieves maximum advertising efficiency.

We worked with the following KPIs from the client:

order price, CPO less than 700 rubles;
Only goal achievements (orders) were taken into account according to forex data the “First transition” attribution model in Yandex.Metrica.
During the coronavirus epidemic in March-April 2020, the volume of orders began to fall rapidly, CPO began to rise, and we had to fix this.

Client

Large online perfume store. About 70 thousand visitors and up to 1500 orders per month.