What I fix
- Events that mean something. A form start, a submission and a booked call as separate events, named the same way on every site and campaign.
- The source carried through. Click IDs and campaign tags saved with each lead, so the CRM knows where a customer came from.
- Sales back to the ad platforms. Offline conversions that report the customer to Google Ads, not the form fill.
- Reports that show their work. Every figure names what was counted and where it came from, the same way this site does.
What a number in my reports carries
- A
- One figure per claim. The number a decision rests on, not a dashboard of twenty.
- B
- What was counted. In words a finance lead can check, including what was left out.
- C
- Where it came from. The account, export or query behind it, so anyone can rebuild it.
A report that couldn't be built
91%
of conversion events now carry a promo code, up from none
A Texas electricity retailer wanted enrollments by promo code. I found why GA4 couldn't report them, specified the fix and had AI agents build it.
Share of the client's GA4 conversion events carrying a promo code, read on two separate days after the fix in mid-2026. Both readings cleared 90%.
Measurement inside a bigger program
Tracking is where I start every engagement, because every later decision rests on it. If you want one person to own the program it measures, see growth marketing management.
