Real problems. Real results.
Anonymized engagements — each a different tracking challenge, each solved from the ground up.
E-Commerce — Recovering Conversions After iOS 14
Series B brand · $2M+ monthly ad spend across Meta and Google · Fashion & apparel
Purchase event reporting dropped from ~850/day to ~490 after iOS 14 ATT enforcement hit. The Meta pixel could no longer observe conversions from users who opted out of tracking — which on iOS was the…
Implemented Meta Conversions API via server-side Google Tag Manager. The sGTM container receives purchase events directly from the server — independent of the browser, independent of ad blockers, independent of iOS ATT. Built a deduplication…
Purchase event volume recovered within 2 weeks of going live. Event Match Quality jumped from 4.2 to 7.8 — meaning Meta could now match most…
FinTech SaaS — Attribution Across 6 Paid Channels
B2C financial product · performance marketing team of 8 · $800k monthly ad spend
The performance team was running paid campaigns across Google, Meta, TikTok, Snapchat, LinkedIn, and Apple Search Ads. Each platform reported its own conversion count. None of them agreed. Last-click attribution in Google Analytics assigned 80%+…
Built a data pipeline that pulled raw conversion data from all six platform APIs into a single BigQuery dataset. GA4's BigQuery export served as the source of truth for on-site behavior — session data, event…
Budget was reallocated within 60 days based on the new attribution data. Channels that appeared underperforming under last-click (TikTok, Snapchat) were shown to drive significant…
DTC Brand — Building a Full Analytics Stack from Zero
DTC e-commerce brand scaling to $500k monthly · no prior tracking infrastructure
The brand was spending $500k/month in paid media across Meta, TikTok, and Google with zero independent tracking infrastructure. Every conversion number came directly from the platforms — self-reported, unverified, and not cross-referenced with anything. Platform-reported…
Designed and built the complete tracking architecture from scratch: GTM container with full trigger and variable structure, GA4 with complete e-commerce event schema (view_item, add_to_cart, begin_checkout, purchase), and all paid media pixels with server-side supplementation.…
Full stack went live and verified within 3 weeks. Within 30 days of having real data, the team discovered that 60% of TikTok budget was…