Overview
A 4×4 and overlanding accessories retailer sells roof racks, fridges, recovery gear and camping equipment through its WooCommerce store. Sales had taken off, but the numbers behind the growth sat in separate platforms and did not add up to one story.
ChillyChoo connected the store, Google Ads, Meta Ads, GA4, Mailchimp and the Facebook page into one year-to-date performance review, checked against real store orders and compared with the previous year. The retailer can now see which channels drive the growth, where orders are being lost, and where the budget should go next.
Problem
Growth without visibility is hard to repeat and easy to lose.
- Sales were climbing while website visits fell 55%, with no explanation for either
- Three tools gave three different figures for email revenue
- No view of orders lost between checkout and payment
reconciled against real store orders
6 data sources reconciled against real store orders.
Approach
We rebuilt the picture from the store’s own orders outward.
The solution included:
- One source of the truth - store orders set the benchmark, and GA4 revenue was verified to within 1% of it
- Channel and campaign return - every paid campaign’s spend set against the sales that could be traced to it
- Order-loss analysis - cancelled and unprocessed orders broken down by month and payment gateway
This gave the brand a fully connected system – website, stock, marketing, and retention working together, not in silos.
Outcome
274% increase in online sales (YoY), verified across store and analytics
The results were real and measurable:
on ad spend that rose only 13%. It also explained the growth and showed what was holding more of it back.
+
increase in online sales (YoY)
Before vs After
The Difference Connected Systems Make
Before - Growth Without Visibility
- Sales rising, cause unknown
- Three conflicting email revenue figures
- Lost orders invisible
- Budget set by habit
After - One Clear View
- Growth traced to channel and campaign
- One figure, verified against store orders
- Cancellations pinned to a payment gateway
- Ranked list of where to spend and where to cut