⌁
01 / RELIABILITY
Data you can
actually trust.
Find missing, duplicated, or misconfigured conversions. Build a foundation that reflects what your customers really do.
Measurement + Analytics + Paid Media
Turn your data
into profitable
growth.
Fix your tracking. Uncover hidden opportunities.
Scale paid media with confidence.
For growth-focused businesses
Lead gen · Services · Ecommerce
The measurement layer
Connected thinking
Connect the click.
Understand the outcome.
A clearer path from ad spend to business value.
Ad click
⌁
Lead
✓
Qualified
£
Revenue
$1M+
Contract attributed back to Google Ads.
AV Social Strategies
Illustrative measurement flow · Outcome from the AV Social case study
Experience across brands
and business models
Clarity before scale
Better marketing starts
with better measurement.
When the numbers don’t tell the whole story, spending more isn’t the answer. Understanding what sits beneath them is.
Data you can
◎
02 / BUSINESS VALUE
Optimise for the
right outcomes.
Connect campaign signals to qualified leads, sales, and revenue. Help your platforms learn from what matters.
03 / DIRECTION
Know what to
do next.
Turn reporting into clear decisions: what to fix, where the opportunities are, and what deserves more investment.
How I can help
The right systems.
A clearer way forward.
Measurement and paid media work better together. Here’s where I come in.
01
Measurement & Analytics
Build a reliable foundation for your marketing data.
- GA4 audits & implementation
- Google Tag Manager
- Conversion tracking
- Attribution
- Enhanced Conversions
02
Google Ads
Improve performance with better data and stronger optimisation signals.
- Account audits
- Campaign strategy
- Management
- Lead quality
- Offline conversions
03
Reporting & Insights
Turn your data into information your team can actually use.
- Looker Studio
- Funnel analysis
- GA4 analysis
- Geographic insight
- Channel reporting
Need a clear starting point? Explore a GA4 and GTM audit to diagnose gaps, or conversion tracking and attribution to connect the journey.
THE MEASUREMENT-LED APPROACH
Fix the foundation.
Understand the data.
Scale with confidence.
01 / ESTABLISH RELIABLE MEASUREMENT
Fix the foundation
Audit the journey, agree meaningful conversions, and validate that the right data reaches each destination.
02 / UNDERSTAND PERFORMANCE
Find the opportunities
Connect spend to lead quality, pipeline, and revenue. Look for the gaps that averages and platform reports hide.
03 / IMPROVE DECISIONS
Scale what works
Use the evidence to choose what to fix, where to test, and what deserves more investment.
Selected work
Less guesswork.
More evidence.
AV Social Strategies
$1M+
Contract attributed back to Google Ads
AV Social Strategies · Attribution & Paid Media
One $1M+ signed contract attributed to Google Ads.
Cleaner attribution, stronger conversion signals, and revenue-focused reporting gave the agency a clearer view of what marketing was delivering.
HubSpot + GCLID
Offline conversions
From qualified pipeline to complex ecommerce journeys, see the work behind more useful marketing data.
LEVEL10 CONTRACTOR
A repeatable measurement foundation across client accounts.
Audits, measurement planning, dashboards, lead-quality reporting, and form tracking for an agency serving 70+ clients.
KUNG POW MARKETING
Three channels. One view of qualified pipeline.
Reporting across Google, Meta, and LinkedIn, connecting channel spend to MQLs, SQLs, and lead quality.
About Iyke
Paid media led me
to measurement.
I started in Google Ads. But the more I worked on campaigns, the more interested I became in what happens underneath: how conversions are tracked, how attribution works, and whether the numbers actually represent business value.
Today, my work connects performance marketing with the measurement systems that make it more effective.
From the field
Practical thinking.
Grounded in real work.
GTM ✓
Hit ?
GA4
Measurement · Field note
Your conversion tracking can be working and still be wrong.
A fired tag is a useful checkpoint. The Pink Balloon project shows why it cannot be the final one.
Click
CRM
Revenue
Attribution · Field note
What happens after the form fill?
How connecting the next stages of the lead journey changes the questions your reporting can answer.
Question
Data
Decision
Reporting & Analysis · Field note
A dashboard should tell you what to do next.
The RMBI project began with business questions. The dashboard came after the measurement plan.
Let’s connect the dots
Make better decisions with better data.
Fix your tracking. Understand what is driving performance. Give your next marketing decision a stronger foundation.