Tracking & Measurement,
Fixed First.
GA4, Google Tag Manager, Meta Pixel and Conversions API — the signal every automated bidding decision runs on. This is the work that happens before bids or budgets change, not after.
The signal caps everything above it
Google and Meta's automated bidding systems don't know what a "good customer" is — they optimise toward whatever event you tell them is a conversion. If that signal is noisy, delayed or missing, the algorithm will scale efficiently toward the wrong outcome, and no amount of creative or bid work above it fixes that. App campaigns make this most visible because they're entirely signal-driven, but the same problem shows up quietly in lead-gen forms that don't fire cleanly or purchase events that double-count.
This is why measurement work comes first in every account I take on, not last — before bids, before creative, and before landing page work. It's rarely the most visible change, but it's the one everything else depends on.
What I work on
- GA4 and Google Tag Manager — setup, event auditing and conversion configuration; see what actually needs to be set up before you spend
- Meta Pixel and Conversions API — implementation and server-side matching to reduce signal loss
- Conversion feed verification — especially for app install and lead-gen events, which are entirely signal-driven
- Search Console and heatmapping — Microsoft Clarity and similar tools, for diagnosing what a conversion event alone doesn't explain
- Reporting and dashboards — Looker Studio and equivalent, so numbers are legible without opening the ad platform
- Analytics stack — Amplitude, Mixpanel, PostHog and BigQuery, depending on what the account already runs on
Where this work has shown up
Tracking fixes rarely get their own headline number — they're the precondition for the numbers below. See also performance marketing for mobile apps, where the conversion feed is the whole game.
How I approach measurement
Check what's actually firing, not what the setup documentation says should be. Duplicate events, missing parameters and stale pixels are common and usually invisible until measured directly.
Before any bid or budget change, so the account isn't optimising toward a broken number while the fix is still in progress.
Conversions API and similar server-side signals reduce the data loss from browser-side tracking alone, particularly on iOS traffic.
A dashboard the business can actually read, not a raw export — reporting is part of measurement, not a separate task.
Questions I get asked
Why fix tracking before touching bids or budget?
Because automated bidding is a signal amplifier, not a judge of quality. Feed it an inaccurate conversion signal and it will scale the wrong thing efficiently. Every case study on this site started with measurement and tracking fixes landing first, before any bid or budget change, because everything downstream depends on that signal being right.
What does this work actually cover?
GA4 and Google Tag Manager setup, Meta Pixel and Conversions API implementation, conversion event auditing, and the analytics/reporting layer on top — tools like Looker Studio, Amplitude, Mixpanel and PostHog depending on what the account already runs on.
Is this only for app or e-commerce accounts?
No. App campaigns are the clearest example because they're entirely signal-driven, but the same principle applies to lead-generation and e-commerce accounts — a lead form or purchase event that isn't firing cleanly caps efficiency the same way a noisy install feed does.
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