BETTER TRACKING LEADS TO BETTER DECISIONS.
Paid media cannot be managed properly when purchases are duplicated, leads are counted incorrectly, conversion values are missing or the platforms are optimising towards actions that do not matter. I help businesses understand and improve the measurement behind their campaigns.
What I can review and improve
- GA4 events and key conversions
- Google Tag Manager implementation
- Google Ads conversion actions and values
- Meta Pixel events and Conversions API support
- Ecommerce purchase and revenue tracking
- Lead-form, call and qualified-lead measurement
- Merchant Center and feed-related diagnostics
- Cross-platform reporting inconsistencies
Tracking is not the same as truth
Even a technically correct setup will not make Meta, Google Ads and GA4 report the same number. Each platform uses different attribution rules and has an incentive to claim credit. The goal is not to force every dashboard to match. It is to understand what each number represents and make better decisions with it.
For ecommerce
Ecommerce measurement should pass the right purchase values, avoid duplicates, identify the products being sold and support useful analysis of blended performance. Where possible, it should also help separate new and returning customer behaviour.
For lead generation
A form submission is not necessarily a valuable lead. Better setups connect advertising data to qualification, booked calls, opportunities or revenue so the platforms and the marketing team are not rewarded for volume alone.
Frequently asked questions
Can you work with an existing developer?
Yes. I can diagnose the paid-media and analytics requirements, then work with your developer where site-level changes are required.
Will all platforms show the same revenue after the setup?
No, and they should not be expected to. They use different attribution methods. The setup should make each source more reliable and the differences easier to interpret.
Do you provide consent-management or legal advice?
I can identify how consent affects tracking implementation, but legal compliance should be reviewed with an appropriate privacy professional.
RELATED GUIDES AND SERVICES.
Detailed guides for business owners who want to understand the numbers and trade-offs before making a decision.