How Cross-Channel Analytics Helped a Retailer Optimize Media ROI

Which ads actually work? More and more brands invest in media campaigns — but not all of them can clearly measure the return on those investments. For MOYO, a leading omnichannel electronics retailer in Ukraine, we built a cross-channel analytics system that brought together data from Google Ads, GA4, CRM, DV360, and more into one decision-making dashboard.

About the client

MOYO is a Ukrainian omnichannel retailer of electronics and home appliances with:

• 85 physical stores across 45+ cities
• An e-commerce website
• A mobile app
• 24/7 customer support

Their offerings include a wide range of products from top tech brands, along with delivery, financing, and consultation services.

The challenge

MOYO needed a reliable reporting system to:

• Evaluate the ROI of media campaigns focused on awareness, reach, and product category demand
• Understand the actual performance and contribution of each media activity
• Identify high-performing channels and eliminate ineffective ones

Key pain points

• A large number of parallel campaigns segmented by product categories and promos (e.g., limited-time offers)
• Multiple advertising platforms were involved, which made it hard to evaluate results using standard tools

Our approach

We built a custom analytics ecosystem based on Google Cloud products:

• Campaign Manager 360 for ad tracking, conversion analysis (post-click, post-view), and attribution modelling

• BigQuery for cloud-based data storage and processing
• Looker Studio for dashboarding and visualization

This setup allowed us to track, unify, and visualize all marketing performance data in one place.

Step-by-step implementation

System setup

• Created a dedicated Campaign Manager 360 account tailored to MOYO’s campaign structure
• Set up Floodlight tags with necessary conversion events and Custom Dimensions — including Client ID for cross-platform user identification
• Enabled impression and click tracking across all media activities (900+ creatives in 2023, 800+ in 2024)
• Built a data ecosystem outlining the full flow: from collection and enrichment to analysis and visualization

Data integration

• Synced CRM data (transactions, revenue, product categories) into BigQuery — accounting for multi-product purchases
• Connected GA4 to BigQuery via API and set up automatic data transfers
• Enriched data via call tracking (linking phone orders to ad touchpoints via Binotel API)
• Pulled cost data from all advertising systems in use (Hotline, E-Katalog, Google Ads) — broken down by source, channel, campaign, and product ID
• Fetched user-level data (User ID, campaign/ad names, conversion type, revenue) from Campaign Manager 360
• Imported media campaign data from Display & Video 360 (DV360)

Example: GA4 export didn’t include session-start timestamps, so we wrote a custom query to model conversion paths and cost attribution accurately.

Data processing

• Created a custom Python-based script system to process GA4 sessions, ad spend, and Campaign Manager conversions
• Used GA4’s AP (Attribution Protocol) for granular transaction attribution — bypassing standard BigQuery export limitations
• Ensured daily table updates in BigQuery with stream processing and duplicate protection
• Integrated Cloud Functions to scale the pipeline and enable non-developer control of reporting via Google Sheets
• Built a mechanism for syncing temporary and permanent tables, providing a stable data source for dashboards

Visualization & reporting

• Developed interactive Looker Studio dashboards displaying impressions, clicks, conversions, costs, revenue, and transactions

• Added filters for flexible analysis by period, traffic source, and product category

• Enabled automated data refresh via BigQuery for real-time reporting
• Charts showcased creative- and campaign-level effectiveness, including post-view and post-click performance
• Intuitive design and automation made insights easily accessible for the internal marketing team

What the client gained

As a result, MOYO now has a comprehensive cross-channel reporting system integrating data from Google Ads, Campaign Manager, DV360, GA4, and CRM — all in one place.

This allows them to:

• Evaluate media performance using both post-click and post-view conversions
• Understand how awareness campaigns influence search and conversion-focused efforts
• Measure ROI per activity and optimize marketing budgets
• Manage reporting via Google Sheets — without touching the code
• Scale campaigns based on data-driven insights

Outcome: Full transparency into campaign effectiveness, improved decision-making, and better control over ad spend — all contributing to higher sales and business growth.