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

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From Chaos to Clarity: Building Tracking that Actually Works with Carwow’s Roman Petrochenkov is an episode from eCommerce MasterPlan: interviews and advice to help build your online retail business faster by Chloë Thomas.

This episode is 36:05 long.

This episode was published on Jan 26, 2026.

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