Etsy's migration to Google Cloud Platform led to the establishment of a dedicated FinOps team that drives cloud value optimization through collaborations within and outside the organization.The team's forecasting methodology leverages a Cost Per Visit (CPV) metric to establish a spending baseline for tracking and identifying deviations.Despite limitations in CPV, the FinOps team monitors costs using internal tools and alerts to detect sudden spikes or gradual growth.Regular collaboration with the Finance department ensures alignment between actual costs and forecasts.Cost increases are swiftly identified and mitigated through analysis, collaboration, validation, and troubleshooting.Cost optimization initiatives involve collaboration between FinOps and engineering teams, with a focus on efficiency improvements rather than solely on cost savings.Recent optimization initiatives include GCS storage optimization, compute optimization, increased automation for model deployment, and network compression.The FinOps team prioritizes improving visibility into Machine Learning platform spend to enhance ROI analysis and identify future optimization opportunities.The team's independent operation within Engineering and its focus on global rather than local optimization foster a successful FinOps practice.Etsy's robust engineering culture, emphasizing efficiency and craftsmanship, contributes to the effectiveness of the FinOps team.