Case Study · Kids & Family
Clean data before the Christmas rush at Post für Kinder
Post für Kinder sends personalised letters to children, from the Tooth Fairy and St Nicholas to the Christ Child, with text the parents write themselves. The product runs on emotion and fixed dates. We laid the data foundation first, so every budget decision in the season would land.
I'll show you where your shop loses buyers.
Deadlines that set the pace
A letter from St Nicholas has to arrive before St Nicholas Day. So the business is packed into a few phases a year, with peaks around St Nicholas and Christmas and another before Easter. In those phases every day counts and every budget decision has to be right. If you go into the season prepared, you get a lot out of those days.
At the start, Google Analytics delivers no usable data and Google Ads is not set up yet. So we build the foundation for steering campaigns and judging their contribution from scratch. There is also a technical point many seasonal shops know well: when everyone orders at once at the peak, the Shopware shop must stay fast under load. Especially for parents ordering just before the deadline, load time helps decide the sale.
Tracking first, campaigns second
First we fixed the tracking. Clean data turns every campaign into an investment you can steer, and in a business with deadlines every week counts. That includes an Analytics setup that attributes orders and campaigns correctly. Once measurement is in place, advertising follows. Every decision after that rests on numbers.
Then we set up Meta campaigns and scaled them step by step, with seasonal creatives for St Nicholas and Christmas and later Easter. The creatives follow the calendar so the right ad runs for each occasion. Reminder emails were added for orders left in the basket. Together with the hosting provider we also set up performance monitoring. A fast shop in the Christmas rush is worth more than any extra media budget.
Measure before you spend
Seasonal shops make their money in a few intense weeks. In our view it pays to sort out the data foundation long before the first peak. Tracking and load time look minor. In the high season they help decide how much an ad budget achieves. The quiet time before the season is the best moment for this work. Use it, and you go into the weeks that matter with clear numbers and a fast shop.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.