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

Page: https://stenobird.com/podcast/ecommerce-masterplan-412804/from-chaos-to-clarity-building-tracking-that-actually-works-with-carwow-s-roman-petrochenkov
Text version: https://stenobird.com/podcast/ecommerce-masterplan-412804/from-chaos-to-clarity-building-tracking-that-actually-works-with-carwow-s-roman-petrochenkov.md
Podcast: [eCommerce MasterPlan](https://stenobird.com/podcast/ecommerce-masterplan-412804)
Published: 2026-01-26T00:15:30+00:00
Episode link: https://ecommercemasterplan.com/roman-petrochenkov-data-analytics-carwow-podcast/
Audio file: https://pdst.fm/e/audio4.redcircle.com/episodes/aef042f8-9601-4eeb-bbb9-bb41de98eba8/stream.mp3
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JSON: https://stenobird.com/v1/public/podcasts/ecommerce-masterplan-412804/episodes/from-chaos-to-clarity-building-tracking-that-actually-works-with-carwow-s-roman-petrochenkov
Duration seconds: 2165

## Resource

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…

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