Digital ads and performance

Our previous agency kept suggesting we raise the budget a little more every month. In the first month they fixed the tracking, and we saw that some of the sales showing in the Meta dashboard hadn’t actually come from the ads. We cut the budget and moved it to the profitable campaigns; the month-end figures now match our accounts.

Nobody could update our old site, so we had to call someone for every change. Now we add product pages ourselves. The short report every Monday meant we always knew what would be finished and when. And the quote requests we get through the form are more complete now, too.

Every morning we were moving orders between two systems by hand. The pilot took two weeks; a few bugs came up in the first days and we sorted them out together. Now the morning report arrives on its own, and our colleague in operations can spend the first hour of the day on customers.

Our stock on Trendyol and Hepsiburada didn’t match up, and the orders we had to cancel were dragging our shop rating down. Since we moved to a single stock, that problem has largely gone away. Seeing in the weekly report which products actually make money after commission changed the way we price.

The people we worked with before sent us a traffic graph every month, but nobody knew how many quote requests it turned into. Now the report shows the enquiries coming in from organic search directly. The first months were slow; they told us that right at the start, which meant we had the right expectations.

For years our product manager tried to write our blog posts, and they were always left half-finished. Now there’s an hour’s conversation with our product manager each month, a writer drafts the text and a different editor reads it. The posts are technically accurate, and our sales team sends them to customers.

Our reception team used to run the hotel’s account. We wrote the voice guide together, and the shoots were done before the season opened. Messages now get answered the same day, and the monthly report shows us which booking enquiries turned into bookings.

We had a Klaviyo account, but we only used it to announce promotions. They set up the welcome and basket flows, and our İYS records got sorted out too. Now orders come in from email even in weeks with no promotion running, and we can see which flow they came from.

The numbers in GA4 never matched the sales in our accounts. They rebuilt the tracking from scratch, and then we started running small tests on the checkout page. Some tests didn’t change anything, and we got that in writing too. But showing delivery information in the basket was a change we kept for good.