CASE STUDY / VOLUMO

Volumo.

Connecting fragmented data to decisions about advertising, product and everyday operations.

Business
Electronic music for DJs
Work
Analytics, integrations and automation
  • 40reports refreshed automatically every day
  • 70 / 70advertising registrations in a reviewed 28-day sample linked to the advertising click
  • 37automated checks with 24/7 monitoring

THE CHALLENGE

See the whole path from campaign to payment.

Volumo is an online electronic music store for DJs. We connected advertising spend, registrations, purchases and operational events so the team could assess channels using actual data and notice failures sooner.

WHAT WE DID

A shared foundation for marketing and operational decisions.

End-to-end analytics

Built 40 reports covering sales, registrations, traffic sources, advertising, influencers, payments and email, with automatic daily updates. Connected Google Ads, Meta Ads and ChatGPT Ads through APIs: campaign costs are matched to real registrations and payments, with return assessed over 12- and 24-month windows.

Filtered bot traffic out of the GA4 datasets used for reporting. Bot activity had reached millions of sessions per month; the resulting channel map focuses on the real audience.

More accurate conversion tracking

Audited Google Ads tracking, including server-side conversions, retaining click IDs through Google sign-in and repeat purchases. Prepared specifications for developers and verified the implementation after release.

Separately audited Stripe payments and unnecessary 3DS checks. The payment optimisation plan is presented as its own workstream.

A fuller view of content impact

Developed a method for assessing influencers and media partners using changes in branded search and registrations after publications, alongside tracked-link data.

Created data-based materials for labels and artists: analysed tracks in a new chart recorded approximately three times as many new listeners over 14 days.

Everyday operational control

Set up 37 automated checks across sales, registrations, emails and the website, monitored 24/7 with alerts in Slack.

AI agents prepare daily briefs, monitor brand mentions and help track partners’ commitments.

OBSERVED RESULTS / TRACKING

Advertising systems receive more accurate signals.

76% → 100%

Advertising click matching

In a reviewed 28-day sample, Google Ads receives advertising-click data for 70 out of 70 registrations from advertising. Before the fixes, the rate was 76%.

36% → 3%

Google sign-ins with no source

The share of registrations through Google sign-in that lost their source fell from 36% to 3%. Repeat purchases are also attributed to advertising campaigns.

More complete data on real purchases and registrations provides a stronger basis for automated bidding.

BRAND & INFLUENCERS

A publication’s impact continues in search.

Two thirds of registrations from organic Google are associated with branded queries. This revealed the role of branded demand when assessing advertising and influencer activity.

  • ~20 → 539branded Google clicks per day after one DJ video on YouTube
  • 500+registrations in the three days after publication

Tracked links captured very little of this effect. Assessment now combines referrals, branded search and registrations. The increase after the video is an observed association in time, rather than proof of the source of every individual registration.

OPTIMISATION PLAN / STRIPE

Remove unnecessary friction at checkout.

The audit showed that 100% of card payments went through a 3DS check, including returning customers. We prepared a plan to correct that logic.

  • ~63%of checks the plan could remove
  • ~44%of failed payments the plan could eliminate

These are estimates of the plan’s expected effect. Actual results need to be verified after implementation.

HISTORICAL VALIDATION

A past incident became a monitoring test.

A Google sign-in failure lasted four days in October. In a retrospective test using the same historical data, monitoring raised an alert less than an hour after the failure began.

This describes a historical test, not an alert received during that past incident.

Need a shared view of advertising, data and processes?

Tell us where the connection between tools and decisions is missing. We’ll start with your challenge and available data.

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