{"id":1793020106,"date":"2026-09-01T22:43:51","date_gmt":"2026-09-01T20:43:51","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-09T08:24:50","modified_gmt":"2026-11-09T07:24:50","slug":"audit-before-the-first-zloty","status":"publish","type":"post","link":"https:\/\/btop.pl\/en\/audit-before-the-first-zloty\/","title":{"rendered":"Sprzeda\u017c w kwietniu wzros\u0142a o 38%, zanim ruszy\u0142a pierwsza kampania"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_17925770566af18b4219439\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_3333641616af18b421955c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. 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var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_15248836366af18b4219a2e\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_18468947456af18b4219abe hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Errors found<\/span><strong>41<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Sales growth, Q4 y\/y<\/span><strong>+38%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Advertising budget<\/span><strong>0 z\u0142<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Duration of the audit<\/span><strong>12 days<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Listings in the wrong category<\/span><strong>117<\/strong><\/div><\/div>\n        <h1>Sales in April rose by 38%, <em>before the first campaign was launched<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">The client came to us with an advertising budget and asked how to spend it. The answer was: not at all, for the time being. In its current state, the account would turn every zloty spent into a loss.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">10.01.2026-30.04.2026<\/span><span class=\"btop-cs__tag\">Allegro<\/span><span class=\"btop-cs__tag\">Account audit<\/span><span class=\"btop-cs__tag\">Educational toys<\/span><span class=\"btop-cs__tag\">One-off service<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_4366658576af18b4219d95\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_5399791006af18b4219e1f hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>The challenge<\/h3><p>Sales had stagnated for five quarters despite a growing market. The board of directors concluded that there was a lack of visibility and approved an advertising budget. The agency\u2019s task was to spend it.<\/p>\n      <p>Advertising on Allegro acts as a lever: it boosts what\u2019s already there. If a listing is in the wrong category, has incomplete details and a dispatch time set at five days, the advert buys impressions for it but hands clicks over to the competition. You then end up paying for traffic that converts for someone else.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>About the client<\/h3><p>A distributor of educational toys, with a catalogue of around 900 items; sales are mainly domestic.<\/p>\n      <p>An account that has been managed for six years by a single person who has since left the company, without passing on their knowledge or providing any documentation of the decisions made.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_9586322516af18b421a13e\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16331432266af18b421a1c9 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">What we\u2019ve done<\/p>\n        <h2>The decisions that determined the outcome.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 01<\/span>\n          <h3>We have postponed the publication of the budget by one quarter<\/h3>\n          <p>Instead of launching campaigns, we proposed an audit and three months\u2019 work on the account. For the client, this meant reallocating the approved budget and having an awkward conversation with the board.<\/p>\n      <p>The argument that won us over: we calculated how much it would cost to drive traffic to offers with a five-day delivery time and without full product details. At the conversion rate at the time, this campaign would have returned around 1.40 z\u0142 for every z\u0142oty spent, whilst the break-even point in this category is around 3.50 z\u0142.<\/p>\n          <div class=\"btop-cs__nie\"><strong>What we haven\u2019t done<\/strong>We didn\u2019t take on the campaign management brief, even though it was a bigger job and better paid than the audit. Advertising on a disorganised account yields results that look like a success in the report but like a loss in the accounts.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_12731441716af18b421a4ca\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_8711730846af18b421a557 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 02<\/span>\n          <h3>We started with the things that nobody counts<\/h3>\n          <p>The audit identified 41 issues. The most costly ones were not the obvious ones. 117 listings were placed in the wrong main category, which meant they did not appear in the filters used by most buyers in this sector.<\/p>\n      <p>Secondly: the dispatch time was set globally to five working days, even though the warehouse was actually dispatching orders within one. Someone had set the buffer six years earlier and nobody had reviewed it.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_12944423616af18b421a850\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16165035786af18b421a8f4 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 03<\/span>\n          <h3>We fixed them in the order they were reported, not in order of ease<\/h3>\n          <p>The list of 41 items was ranked according to their estimated impact on sales, not according to repair time. The top three items took a total of nine days and accounted for most of the subsequent increase.<\/p>\n      <p>We spread the remaining 38 items over the quarter. The customer fixed some of them themselves; they were given a list explaining what needed doing and why.<\/p>\n          <div class=\"btop-cs__nie\"><strong>What we haven\u2019t done<\/strong>We did not alter the content of listings that had the longest sales history and a good ranking. Editing such a listing can sometimes reset its ranking in the search results; for listings with a six-year history, the risk outweighed the benefit of an improved description.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_11121924246af18b421ac17\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_12170883506af18b421ac9d hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Course<\/p>\n        <h2>Key stages.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">January 2026<\/span>\n            <strong>Account audit<\/strong>\n            Twelve days of analysis: categories, specifications, prices, logistics, quality indicators, and bid history.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">End of January 2026<\/span>\n            <strong>A discussion on the budget reallocation<\/strong>\n            Presentation of the cost estimates to the board. Decision to suspend the campaign for the quarter.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">February 2026<\/span>\n            <strong>The three largest items<\/strong>\n            Main categories, dispatch times, and adding details to the most promising categories.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">March 2026<\/span>\n            <strong>The rest of the list<\/strong>\n            Photographs, descriptions, variants, sets. Some of the work was handed over to the client\u2019s team along with instructions.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">April 2026<\/span>\n            <strong>Measurement and campaign launch<\/strong>\n            A year-on-year comparison of results with a zero advertising budget. Only then were the adverts launched.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_9735202566af18b421b02a\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_10263987646af18b421b0b7 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Results<\/p>\n        <h2>Monthly sales with a zero advertising budget.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"Bar chart: Monthly sales with a zero advertising budget, turnover in thousands of PLN \u00b7 year-on-year comparison. Series: 2025, 2026.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"201.5\" x2=\"744\" y2=\"201.5\"\/><line x1=\"64\" y1=\"141.0\" x2=\"744\" y2=\"141.0\"\/><line x1=\"64\" y1=\"80.5\" x2=\"744\" y2=\"80.5\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"205.5\">100<\/text><text x=\"54\" y=\"145.0\">200<\/text><text x=\"54\" y=\"84.5\">300<\/text><text x=\"54\" y=\"24.0\">400<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"120.0\" y=\"130.1\" width=\"28.0\" height=\"131.9\" rx=\"3\"\/><rect x=\"290.0\" y=\"138.6\" width=\"28.0\" height=\"123.4\" rx=\"3\"\/><rect x=\"460.0\" y=\"116.2\" width=\"28.0\" height=\"145.8\" rx=\"3\"\/><rect x=\"630.0\" y=\"119.2\" width=\"28.0\" height=\"142.8\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"150.0\" y=\"128.3\" width=\"28.0\" height=\"133.7\" rx=\"3\"\/><rect x=\"320.0\" y=\"115.0\" width=\"28.0\" height=\"147.0\" rx=\"3\"\/><rect x=\"490.0\" y=\"69.6\" width=\"28.0\" height=\"192.4\" rx=\"3\"\/><rect x=\"660.0\" y=\"64.8\" width=\"28.0\" height=\"197.2\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"149.0\" y=\"284\">January<\/text><text x=\"319.0\" y=\"284\">February<\/text><text x=\"489.0\" y=\"284\">March<\/text><text x=\"659.0\" y=\"284\">April<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">turnover in thousands of PLN \u00b7 year-on-year comparison<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>2025<\/span><span><i style=\"background:#1c6d95\"><\/i>2026<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">In both years, the advertising budget was zero. January 2026 was still part of the audit period; the first corrections were implemented in February.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_5642148696af18b421b468\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_6008077776af18b421b4f4 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>What the audit revealed.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>Credits<\/th><th>January 2026<\/th><th>April 2026<\/th><th>Change<\/th><\/tr><\/thead>\n            <tbody><tr><td>Listings in the wrong main category<\/td><td>117<\/td><td>0<\/td><td>\u2212117<\/td><\/tr><tr><td>Stated dispatch time<\/td><td>5 days<\/td><td>Day 1<\/td><td>\u22124 days<\/td><\/tr><tr><td>Offers with a full set of specifications<\/td><td>34%<\/td><td>91%<\/td><td>+57 percentage points.<\/td><\/tr><tr><td>Conversion on the account<\/td><td>2,1%<\/td><td>2,9%<\/td><td>+0.8 percentage points.<\/td><\/tr><tr><td>Advertising expenditure<\/td><td>0 z\u0142<\/td><td>0 z\u0142<\/td><td>,<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_10661583596af18b421b89f\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_11841613346af18b421b925 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>How we did it.<\/h2>\n        <p>The client came looking for a lever, but had no fulcrum for it. The audit identified 41 issues to be rectified, of which the first three accounted for the majority of the impact and took nine days to resolve. The most costly mistake \u2013 117 adverts in the wrong category \u2013 required no investment at all, just an external review of the account. The campaigns went live a quarter later, on an account that was now in a position to handle them.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_2038727266af18b421bc39\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_15968285316af18b421bccf hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Repeatability<\/p>\n        <h2>Why do we think it wasn\u2019t a coincidence?.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>Pre-investment assessment<\/h3><p>Advertising boosts what\u2019s already in place. With a track record of errors in categorisation and logistics, it buys traffic that ends up converting for the competition.<\/p><\/div><div class=\"btop-cs__card\"><h3>Ordered by impact, not ease<\/h3><p>A list of errors ranked by estimated impact usually shows that the first few items account for the majority of the effect. The rest can either be dealt with later or passed on to the client.<\/p><\/div><div class=\"btop-cs__card\"><h3>Settings that nobody checks<\/h3><p>The dispatch time buffer, an old category, a setting configured when the account was created. These are the cheapest to fix and the least frequently checked areas on any old account.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>What this case does not prove:<\/strong> We are not saying that advertising is unnecessary. We are saying that it is premature on a disorganised account. After a quarter of tidying up, the same client launched campaigns, and it is these that are responsible for the growth in the second half of the year.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_940302646af18b421c032\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_18029362396af18b421c0bb hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>Do you know what cancels out the effect of advertising on your account?<\/h2>\n          <p>We\u2019ll review the categories, specifications, prices, logistics and quality indicators. You\u2019ll receive a list of issues ranked by their impact on sales, along with information on what you can fix yourself.<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/en\/audit-of-accounts\/\">Request an account audit<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_5821997466af18b421c406\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17157227286af18b421c48d hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-05-audyt-przed-pierwsza-zlotowka-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Check out other case studies<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/en\/audit-of-accounts\/\">Marketplace account audit<span>What we check and what you get<\/span><\/a><a href=\"https:\/\/btop.pl\/en\/allegro\/\">Sales on Allegro<span>Account management and campaigns<\/span><\/a><a href=\"https:\/\/btop.pl\/en\/publication-of-offers-on-platforms\/\">Posting offers<span>Categories, parameters, variants<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The client came to us for an advertising budget. We found 41 errors in the account and sorted them out first. Sales increased by 38% before the first campaign even went live.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020106","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020106","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/comments?post=1793020106"}],"version-history":[{"count":2,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020106\/revisions"}],"predecessor-version":[{"id":1793020163,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020106\/revisions\/1793020163"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/media?parent=1793020106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/categories?post=1793020106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/tags?post=1793020106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}