ACR Optimization
All abbreviations, tool names and terms marked *Click on them to go to the detailed decoding at the bottom of the page.

Advertising Cost Ratio Optimization

Lower. ACR40% through advertising automation. Integration through API* identification of prospective goods and automatic budget allocation with ML* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * ROAS* up to 6x.

Start optimizing

Smart advertising with minimal cost

Share of advertising costs (ACR*) determines the effectiveness of marketing. We use open source tools, such as: Matomo* PostHog* for analysis funnels* ROI* integrating them through API* with advertising platforms, which allows you to identify promising products and services, reallocating the budget to channels with the CTR* above 5% and lowering ACR40%.

For e-commerce*-marketplace we integrated contextualization* VK* API* using Apache Kafka* to handle 1M+ events/sec. ML*-models on TensorFlow• Identified 20% of products generating 80% revenue*, increasing ROAS* 2.5x to 5.8x.

How do we work?

Auditing campaigns: analysis analyst*, CRM* and social media. data pipeline*: Kafka* collects data, Flink* Analyzes in real time, Airflow* orchestrates. B2C*- business that cuts down. CAC* From 5000 to 2500, increasing conversions by 25%.

Analytics: Identifying promising directions

Matomo* tracks 100+ metrics: bounce rate*, CTR*, conversion rate*.The local installation provides data privacyWe're integrating. Matomo* Bitrix24* analytics* Analyzing how 45% of the traffic from the contextualization* converts to leads. A/B testing* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * ROAS30%.

How we use analytics

Segmentation and prioritization

PostHog* heatmaps* funnels* by identifying goods from conversion rate* >7%. SaaS* it's cut down churn18% higher through a focus on high-margin services.

  • Filters by region, device, user behavior*.
  • Transfer of leads to CRM* with 97% accuracy.
  • ROI* increased from 2.8x to 5.5x after optimization landing page*.

Automatic budget allocation

ML*-models on TensorFlow* Predict the effectiveness of channels, redistributing the budget to VK* Telegram* accuracy* 92%. e-commerce* it increased revenue* 3 million ⁇ by focusing on 60% of mobile traffic.

Apache Flink* analyzes real-time analytics*, revealing fraud* PPC*-campaigns (bot traffic* >12 percent, saving 1.5 million ⁇ /month Telegram* CTA*-analysis boosted engagement25%.

Campaign management: Automation through API*

We integrate contextualization*, VK* and Telegram* API* using Kafka* for data processing with latency* <10 мс. Apache Airflow• orchestrates campaigns, automating the launch and adjustment of bets. B2B*----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- campaign management* from 25 hours/week to 2.

How we optimize

Dynamic management

Airflow* DAGs* Automates bid management* campaign schedulingFor you. SMB* it increased CTR* from 2.1% to 4.8%.

Odoo* integrates CRM* lead scoring* (+12 for) CTA* VK*), raising close rate* from 12% to 28%. Pimcore* (PIM*/DAM*) manages content for 15k+ products, automating promos, which increased the number of products sales* 22 percent.

Visualization: Effectiveness monitoring

Apache Superset* dashboards* for monitoring KPIs*: ACR*, ROAS*, CAC*, LTVFor the marketplace. Superset* Identify 18% of inefficient costs, reducing costs ACR* 30% to 15%.

How we use visualization

Interactive BI*

Superset* drill-down*Channels and regions accelerate insights60%. Caching* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * query time* up to 1.3 seconds on 3M rows*.

Grafana* monitor time-series*, sending alerts* Telegram* anomalies* (>150% spikes). fintech* it's cut down fraud* 92%, saving 2 million ⁇ Redash* ad-hoc queries* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * CTR* VK23%.

Dashboards* actionable insights*: CAC* 2500 ₽, LTV* 30000 ₽, revenue+35% through budget optimization

Decoding of terms

  • ACRShare of advertising expenses – the ratio of advertising costs to income.
  • ROASReturn on Advertising Spend – Return on Advertising Spending
  • APIApplication Programming Interface – an interface for system integration.
  • MLMachine Learning is a machine learning tool for predictions.
  • MatomoOpen source web analytics for metrics and behavior.
  • PostHogProduct analytics tool, analyzes heatmaps and funnels.
  • Apache Kafka: A platform for processing streaming data.
  • Apache AirflowThe instrument for orchestrating data pipelines.
  • TensorFlow: Framework for ML models.
  • OdooCRM/ERP system for sales management.
  • PimcoreProduct Management System (PIM) and Media (DAM)
  • Bitrix24CRM system for managing leads and sales.
  • Yandex.Metrica.Analytics for traffic and behavior.
  • Contextual advertising: Platform for PPC campaigns.
  • VKSocial network for promotion and analytics.
  • TelegramMessenger for campaigns and notifications.
  • CRMCustomer Relationship Management – Customer Relationship Management.
  • funnels: Sales funnels for conversion analysis.
  • ROIReturn on Investment – Return on Investment.
  • CTRClick-Through Rate – Percentage of clicks on ads.
  • CACCustomer Acquisition Cost – Cost of attracting a customer.
  • LTVLifetime Value is the lifetime value of the customer.
  • bounce rate: Percentage of exits after one page.
  • conversion rate: Процент users, совершивших целевое действие.
  • data privacy: Protection of personal data.
  • A/B testing: Comparison of page versions or campaigns.
  • heatmaps: Тепловые карты активности users.
  • churn: Отток users или клиентов.
  • SaaSSoftware as a Service is software as a service.
  • user behavior: Поведение users на сайте.
  • landing page: Landing page for leads.
  • revenueSales revenue.
  • real-time analytics: Real-time analytics.
  • fraudFraudulent activity, such as fake clicks.
  • PPCPay-Per-Click – Pay for Clicks.
  • bot trafficTraffic from bots.
  • CTACall to Action – Call to Action.
  • engagement: Вовлеченность users.
  • accuracy: Accuracy of model predictions.
  • data pipeline: Data processing pipeline.
  • latency: Delayed processing of data.
  • DAGsDirected Acyclic Graphs are graphs for orchestrating tasks.
  • XCom: The mechanism for data exchange in Airflow.
  • MTTRMean Time to Resolve – Time to Resolve Errors
  • Kubernetes: Platform for orchestrating containers.
  • auto-scaling: Automatic scaling of resources.
  • compute costs: Costs of computing resources.
  • alerting: Anomaly notification system.
  • lead scoring: Lead assessment by potential.
  • close rate: Percentage of closing transactions.
  • PIMProduct Information Management – Product Data Management.
  • DAMDigital Asset Management – Media Management.
  • salesSales measured in volume or income.
  • B2C: A business model for end users.
  • B2B: A business model for companies.
  • SMB: Small and medium-sized businesses.
  • interactive BIInteractive business analytics.
  • drill-down: Details of data.
  • insights: Useful conclusions from the data.
  • caching:Caching data for acceleration.
  • query time: Time of execution of requests.
  • rows: Data lines in analytics.
  • time-series: Data ordered over time.
  • anomaliesAnomalies in the data.
  • ad-hoc queries: Data requests on demand.
  • campaign management: Managing advertising campaigns.
  • bid management: Managing rates in advertising.
  • campaign scheduling: Planning for the launch of campaigns.
  • fintechFinancial technology, including payments.
  • e-commerce: E-commerce, online sales.
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