Tracking and measurement

If your GA4, ad platforms and finance numbers all disagree, this is where I start. I audit and rebuild the measurement layer: GTM containers, GA4 configuration, consent mode, cross-domain tracking, offline conversion feedback into Google and Meta, and the conversion actions bidding actually uses. Recent work includes diagnosing a cross-domain break that left the majority of paid revenue unattributed, and rebuilding conversion actions so the platforms optimised to real sales instead of soft page events.