Analytics platform for the digital agency YA AGENCY
About the client
YA AGENCY (Yet Another Agency) is a digital agency specialising in event promotion and ticket sales: concerts, festivals and shows. Over 10 years the agency has promoted more than 3000 events in 155 cities and 11 countries. The agency is accountable to organisers for revenue and runs on data, not guesswork.
The task
Collect data on spend, impressions and clicks from all of the clients' ad accounts into a single warehouse, combine it with Yandex Metrica data, and surface it in a tool where analysts and managers can assess campaign performance for each client. An added challenge was the large number of clients and ad accounts operating in different currencies and tax systems.
Goals
- →Collect data from all ad accounts and Yandex Metrica into a single warehouse
- →Combine the sources into data marts and set up a daily refresh
- →Build dashboards to analyse campaign performance across all clients
- →Simplify and speed up reporting to the agency's clients
What was built
- 01
Analytical warehouse on ClickHouse
Designing the DWH as a single point of data collection for the agency.
- 02
Data collection from ad accounts and Metrica
Automated daily export from dozens of accounts across platforms (Yandex Direct, VKontakte, Google Ads, TikTok, etc.) and Yandex Metrica counters via in-house connectors offered on a subscription basis.
- 03
Google BigQuery layer
Importing data from Google Analytics, Google Ads, TikTok and other accounts via built-in and external connectors; transferring data into ClickHouse through scripts in Google Cloud Run.
- 04
Data marts and dashboards
Combining all sources into data marts and building a dashboard in Yandex DataLens that consolidates data across all of the agency's clients; enriching the data with information from the agency's Google Sheets.
- 05
Client dashboard templates
Ready-made templates in Yandex DataLens that managers quickly deploy themselves for new clients.
- 06
Multi-currency and taxation
Converting data from accounts with different top-up and spend currencies to a single currency chosen by the client; correctly handling different VAT rates across accounts.
- 07
Performance and monitoring
Optimising dashboard speed as the number of clients and accounts grows; alerting in Telegram on spend anomalies (no spend where it is expected, and vice versa).
- 08
Additional refinements
Connecting a single Metrica counter to several clients, managers' comments in the dashboard via a linked Google Sheet, and grouping Yandex Metrica goals to show totals per group.
Result
The agency gained unified, reliable and scalable analytics across all its clients. Managers spend minimal time on manual data collection, quickly assess the performance of ad campaigns, and report to clients more easily. The solution is under support and evolves on the agency's requests.