Case Studies → Bringing Clarity, Confidence & Growth: A Bespoke Reporting Suite and Full Service Audits for Awesome Group

Bringing Clarity, Confidence & Growth: A Bespoke Reporting Suite and Full Service Audits for Awesome Group

Executive Summary

Creating a bespoke one-pager and in-depth reporting suite covering three brands in the Awesome Group portfolio, alongside an in-depth technical, SEO and paid search audit of all three sites.

Awesome Group is a fast-growing group of performance parts brands focused on the true enthusiasts. Their brands include Manchester-based Volkswagen Audi Group performance parts specialists Awesome GTI, BMW specialists Performance M, and performance suspension bush suppliers Powerflex Store.

The challenge that Awesome were facing after this rapid growth was simple, reporting was fragmented across different platforms and dashboards, and they needed confirmation that their sites and ads campaigns were in a strong position to deliver their ambitious growth targets across paid and organic.

Our approach was two-fold: we would build out a bespoke suite of reports to give the Awesome team the quick access they needed to their most important metrics across overall performance, and organic and paid channels. We would also carry out an SEO, technical and PPC audit of all three sites, and present the findings in an easily digestible format, alongside a full plain-English report highlighting our findings, and most importantly, what should be done to address them.

  • 60 page printed booklet of audit findings and fixes delivered
  • 7 detail and overview reports delivered across the 3 brands

Here’s how we delivered a bespoke reporting suite for 3 different brands, and completed an in-depth analysis of technical, SEO and PPC that was still easily understood, and most importantly, actionable.

“From start to finish, eComOne were professional, knowledgeable, and a pleasure to work with. We would have no hesitation in recommending them to businesses looking for bespoke reporting and ecommerce data solutions.” John Glover, Operations Director, Awesome GTI

Awesome GTI are the specialists when it comes to Volkswagen Audi Group performance. From their Manchester workshop, they offer specialist servicing, tuning and remapping, alongside their rapidly expanding eCommerce business selling high-end performance parts for VW group car enthusiasts. 

As part of Awesome GTI’s ongoing growth, they’d also launched a sister BMW focused brand, Performance M, and operate the performance and heritage suspension part business Powerflex Store. All 3 brands are continuing to grow, backed by Awesome Group’s unparalleled knowledge and focus on service, an absolute must in a sector where your customers are among the most dedicated car enthusiasts.

Market Context

As we already work with many businesses in the automotive space, we’re uniquely placed among performance marketing agencies to understand the challenges of operating in this sector. High SKU counts, complex products with in-depth fitment data and extensive site hierarchies to cover different marques and models required a tailored approach when it came to SEO and PPC.

Awesome were also targeting a continuation of their rapid growth, meaning accurate, reliable and up to date data on sales, shipped orders and customer acquisition was a must when it came to building out their reports to support high level decision making.

Reporting at the level Awesome Group required would have been a time consuming process that required manual extraction of data from different ads and analytics platforms, making it impractical to perform on a regular basis, and liable for errors to creep in. What they needed was an automated, up to date set of reports providing key metrics from BigCommerce, GA4, Google Ads and Meta Ads, that were visual, easy to interpret and allowed them to see month on month and year on year performance was on track against their targets.

Using this data, Awesome Group could make strategic decisions with confidence in their data, whilst freeing their team from time spent building out monthly reports or updating spreadsheets.

On the auditing side, the rapid growth of Awesome Group’s business and portfolio of brands, coupled with their ambitious future targets, meant that they needed confidence that their sites were ready to scale to the next level, and that their SEO strategy and PPC campaigns were set up to deliver this.

This required a forensic audit across the board, including the technical setup of their BigCommerce sites, in-depth competitor analysis, identification of SEO opportunities to overhaul them, a full ads account review, and strategic presentation on how spend can be optimised and scaled.

The biggest challenge with such an in-depth audit is prioritising and presenting the results in a format that’s as easily understandable as possible, with fixes clearly identified and described on the technical side, whilst SEO and PPC strategies would need to be clearly articulated and, as always, backed by data.

Develop a single one-pager report consolidating data from all three brands, giving Awesome Group “at a glance” visibility of core performance metrics and establishing a single source of truth for group-wide reporting.

Understanding the Requirements

After an initial scoping session to understand Awesome’s reporting requirements, we identified the need for a single one-pager report displaying data from all three brands to allow for “at a glance” visibility of the group’s core performance metrics and act as a single source of truth. Naturally other members of the team would need more granular info around each of the individual brands, and as a result, we created an overview report for each site covering high-level metrics, as well as a detailed report covering overall performance, organic search results, and paid ads performance.

On the auditing side, we knew that Awesome Group were looking to assess every aspect of each site’s performance, including technical, SEO strategy, Google Ads performance, Meta Ads performance and product feed setup.

As the site audits spanned so many different services, we put specialist members of the eComOne team on each area, this meant each service was being looked at by someone with in-depth knowledge who could provide real insight, rather than just generic exports from an auditing tool or surface level insights from a non-expert. Once the team was briefed on the project, it was time to get to work, as we completed both the reporting and auditing projects in parallel.

Delivering the Reporting Suit

We began by building out the one-page dashboard which would cover Awesome GTI, Performance M and Powerflex Store’s data on a single page. Each of these stores runs on a separate domain and although all three are built on BigCommerce, providing overall revenue, order and shipped items data would require going into each backend individually without this dashboard.

As a result, we architected a one-page Data Studio report which would provide combined totals from all three BigCommerce stores for key metrics such as overall revenue, shipped items and AOV, alongside MoM and YoY comparisons. This also featured a breakdown of each individual store’s contribution to overall revenue, and a section with combined cost, CPA, ROAS and revenue from Google Ads and Meta Ads.

Once Awesome Group were happy with this overall report, we built out individual overview reports for each of the three brands. The goal here was to provide the team with sales data by channel, as well as much more in-depth sales data, including revenue by product brand and category, and on-site metrics such as product views and add to carts. By blending BigCommerce data with GA4 data, we also allowed Awesome Group to filter each of these reports by acquisition channel for more in-depth analysis.

Finally it was time to build out our most granular reports for each of the three brands. The aim of these reports was to unlock in-depth understanding of performance and engagement on an overall level, as well as from organic search, Google Ads and Meta Ads individually. These Data Studio reports utilised BigCommerce, GA4, Google Search Console and ad platform data to provide the most in-depth reports for each brand.

This suite provides the Awesome Group team with both high level data on how the sites are performing, as well as the kind of granular insights on product range, and channel performance you need to make data driven decisions with confidence, without the need to delve into multiple platforms or build out unwieldy spreadsheets.

Delivering the Site Audits

Each of our appointed specialists worked with their team to build out an in-depth report with clearly defined actions.

On the SEO side, this began with extensive keyword research and competitor analysis to identify opportunities through content, linking and PR to improve Awesome’s positioning in the market across all three brands. This was backed up by our years of experience working with clients in this sector, and what we know works in automotive SEO.

Of course, once the research and opportunity identification was completed for all three brands, our work was just beginning. Our Head of SEO then went into detail on this data, prioritising quick wins and detailing future growth areas, and distilling this into a clear action plan involving new content, reoptimising key categories, and PR placement opportunities.

An extensive technical SEO audit was also required, and this is where our proprietary technical site auditing, and full tracking audit came in. Like any technical audit, this requires careful interpretation, prioritisation and identification of fixes. Our technical team identified the key issues that were having the biggest impact on revenue, and wrote fixes for each of them, tailored to BigCommerce.

This is also where our breadth of platform knowledge proved invaluable. For example, we were able to identify that one of the brands was being affected by a BigCommerce specific issue that can cause transactions to be tracked multiple times in GA4 when consent mode modelling is enabled, which was skewing revenue reporting.

Our PPC audit was two-fold. Firstly, our Head of Performance took a deep dive into the Google Ads accounts to identify opportunities to scale each account, and avoid wasted spend. Again this is where our PPC expertise working with automotive clients running multiple brands proved invaluable. As Awesome Group has several brands operating in the performance parts space, there is inevitably some SKU crossover, and therefore it was critical to ensure any strategies we recommended prevented the brands bidding against each other and driving up their CPCs.

The second part involved our technical team auditing the clients’ Google Shopping feeds to identify opportunities for further optimisation in this sometimes underutilised area. 

With 1M+ SKUs managed across our automotive client portfolio alone, we know how to take a feed beyond the raw output provided by eCommerce platforms and take it to the next level. As part of this work, we were able to suggest numerous feed enhancement opportunities, from implementing custom labels to dovetail with our PPC strategy recommendations, to a custom regex fix to resolve an issue with invalid product description character encoding.

Presenting the Results

All of this data and strategy would be of little value to Awesome Group if we simply provided them with raw data and overly technical strategy write-ups, and this was where presenting the results in an easily digestible, and most importantly, easy to implement way was critical.

After building out our full suite of recommendations and writing up our findings, we took the decision to present our findings in two different ways. Firstly we would go through a high-level presentation at Awesome Group’s (stunning) HQ. This would allow us to talk through the most important fixes and actions at a high level, and give the Awesome Group team the opportunity to ask the same specialists who completed the audit any questions they had.

The second part was a full colour 60 page printed booklet detailing all our findings. Make no mistake, this wasn’t just a collection of dense data and jargon, instead it was a fully bespoke report describing every opportunity we had identified in plain-English, along with what we’d recommend as an action or fix (again tailored to Awesome and their BigCommerce platform). Most importantly, we prioritised each area as High, Medium or Low, and also outlined whether the fix would be quick, require some time/resource or require more extensive structural changes. This meant Awesome Group could easily prioritise the areas with the highest impact, and would have clear, easy to interpret instructions on what to do.

Finally, we provided a digital version of this document so that the Awesome Group team could easily access exports of URLs or links to additional data where relevant.

With three brands and multiple channels to report on, we took BigCommerce data as our source of truth for revenue reporting purposes. Not only did this require an additional piece of middleware to bring these figures into Google Data Studio, but when it came to Awesome Group’s brands, their BigCommerce revenue reporting wasn’t just as simple as reporting the full order total.

With such high value items, Awesome Group naturally offers finance as a payment option, and therefore it was important that our reporting was tailored further to only show orders that had been completed and paid for at the time of viewing the dashboard. This required a custom set of filtering on the BigCommerce data to match Awesome Group’s preferred revenue reporting.

When it came to the overall one-pager, this would also need to display data from all three BigCommerce stores on single charts to track areas such as brand contribution to overall group revenue. This required some additional data blending outside of Data Studio to present this data in the way we wanted.

As GA4 tracked revenue from all completed orders, we also needed to blend this data with BigCommerce order data in order to successfully filter it to just the order statuses Awesome Group wanted to report on. This required some additional custom data blending as we needed to utilise some dimension and metric combinations that aren’t natively supported by Google’s GA4 Data Studio connector.

On the auditing side, our main challenge was presenting such detailed, and sometimes complex findings, in a way that would be easily digestible. Far too often we see audits and reports that are heavy on data, but light on prioritisation and fixes: something we absolutely wanted to avoid with our Awesome Group document.

As a result, we made sure that any areas that required technical fixes or a complex action were clearly described and, most importantly, tailored to Awesome Group’s sites and BigCommerce platform.

We were introduced to Awesome Group through their web developers and, after an initial session where we ran through our expertise and identified how we would approach solving their reporting challenges and addressing their auditing requirements, we were appointed to start the project.

After delivering this project, we’re proud to say that we were appointed to continue working with the team as their SEO and PPC agency for Awesome GTI, and, after actioning our own recommendations, we’re proud to continue delivering ongoing growth in organic search and paid ads across Google and Meta.

Following the briefing session, Awesome Group received 2 reports for each of their three brands (an overview report for high-level data, and a detailed report for deeper dives) in addition to their high-level overview one-pager report for all three brands. 

Awesome Group also had a feedback stage to enable them to request amends to ensure the final reports were tailored to their exact needs.

On the auditing side, the detail of the process allowed us to move at pace to rapidly fix all priority actions identified in our Technical SEO audit, as well as implement our suggested feed recommendations at pace.

John Glover, Operations Director, Awesome GTI

As a business, we struggled to gather and present meaningful data across our ecommerce stores, particularly around brand performance, individual product lines, and revenue reporting.

The bespoke dashboards created by eComOne have been invaluable. They provide clear, easy to understand reporting and give us instant access to the key data we need across our websites. The dashboards are dynamic, intuitive, and have significantly improved our ability to analyse performance and make informed business decisions.

The team at eComOne demonstrated a high level of expertise throughout the project. They were efficient, organised, and required very little input from us beyond understanding our reporting requirements. Their wider auditing work also provided valuable insights and ensured the final solution was tailored to our business needs.

From start to finish, eComOne were professional, knowledgeable, and a pleasure to work with. We would have no hesitation in recommending them to businesses looking for bespoke reporting and ecommerce data solutions.

 

Kieran Wright, Head of Technical, eComOne

This was such a rewarding project to work on. The tailored reporting suite required careful planning and execution, and delivering the blended data was a really interesting technical challenge. As always, it was great to work with our Head of SEO: Theo, Head of Performance: Alex and of course my own team to deliver such a comprehensive audit, and I think the final document stands out as a great example of how much can be achieved when such a holistic approach is taken to SEO, PPC and tech. Awesome GTI, Performance M and Powerflex Store are some really exciting brands and I’m excited to see the group’s continued growth. Their Awesome GTI HQ in Manchester is fantastic too!

After being appointed to work on Awesome GTI, it’s been great to have the opportunity to truly deliver on our findings across SEO, PPC and technical. What’s more, by carrying out the audit before we were appointed, we’ve been able to accelerate our SEO and PPC roadmaps, and we’re in a great place to continue scaling Awesome GTI’s ad campaigns, whilst delivering them greater visibility across search, whether that’s in traditional or AI surfaces.

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