Principle 01
Accurate Data Before Aggressive Optimisation
Scaling paid media on unreliable tracking creates false confidence. Before pushing harder on campaigns, I want to know that the signals being used for optimisation are trustworthy.
About Iyke
I Started in Paid Media. Measurement Changed How I Think About Growth.
I help businesses understand what is actually driving performance by connecting paid media with better tracking, attribution, analytics, and reporting.
Iyke Abel · Iyrex Media
01 · Origin
From Running Campaigns to Understanding What Sits Beneath Them
I got into Google Ads in late 2020 and early 2021.
At the time, my focus was straightforward: build campaigns, track conversions, improve performance, and help businesses get more from their advertising.
I had working knowledge of Google Ads conversion tracking, GA4, and Google Tag Manager, but measurement was still mostly a supporting skill.
That changed in 2023. After attending Measurement Summit, I began looking at marketing differently. The more I learned about analytics and measurement, the more obvious one thing became:
Every optimisation decision is only as good as the data behind it.
A campaign can look successful inside an ad platform while the business sees something completely different.
A conversion can fire correctly but still tell you very little about whether that lead became a customer.
A dashboard can contain hundreds of metrics and still fail to answer the most important question: what should we do next?
That shift in thinking pulled me deeper into measurement.
02 · Turning point
One Problem Changed the Direction of My Career
A few months later, while contracting for an agency, I ran into a technical problem. A client needed Typeform interactions pushed into the data layer using a custom JavaScript listener.
I couldn't build it.
For many Google Ads specialists, that would have been outside the scope of the role. I saw it differently. If a technical limitation prevented me from solving a measurement problem properly, I wanted to understand how to solve it.
So I took it personally. Not in the sense of blaming myself, but in deciding that the gap was mine to close.
That experience led me to enrol in Measurement Marketing Academy, now MeasureU, where I began deliberately strengthening my knowledge across advanced Google Tag Manager, GA4, JavaScript for measurement, BigQuery, Looker Studio, and broader marketing measurement systems.
It also changed the type of professional I wanted to become. I didn't want to only know how to optimise campaigns. I wanted to understand the systems feeding those campaigns their data.
The gap I closed
2023 → now
THE PRACTICAL SHIFT
Understand the interaction.
Capture a reliable signal.
Validate its destination.
From a missing form listener to reusable measurement systems across client platforms.
Deliberately added since
03 · Principles
Measurement Is Not a Reporting Exercise
Measurement should improve decisions. That sounds simple, but a lot of marketing data never gets that far.
Businesses collect events, build dashboards, report conversions, and monitor platform metrics without always connecting those numbers back to real business outcomes. My approach is built around a few principles.
Principle 02
Business Outcomes Over Platform Metrics
A lead is not automatically a good lead. A form submission is not automatically revenue. Where possible, measurement should move beyond surface-level conversions and closer to qualified leads, sales, revenue, and customer value.
Principle 03
Reporting Should Lead to Action
A dashboard should do more than describe what happened. It should help answer what is working, what is underperforming, where opportunities are being missed, what to test next, and where budget should move.
Principle 04
Attribution Should Reflect the Real Customer Journey
This matters especially in lead generation, where the buying cycle is longer and more complex. The goal is to connect as much of that journey as possible — from ad click to lead, qualification, sale, and revenue.
How I Work
I Like Problems That Require More Than a Dashboard
I naturally gravitate toward difficult measurement problems: long buying cycles, lead quality issues, tracking across multiple platforms, offline conversions, CRM attribution, custom event tracking, and campaigns that appear to perform well until you look deeper into the business data.
I enjoy work that challenges what I already know because those are usually the projects that create the most learning and the most value.
The process often involves questioning assumptions, identifying where the data breaks down, and building a clearer path between marketing activity and business outcomes.
In Practice
Paid Media Meets Measurement
My work sits at the intersection of performance marketing and analytics. Depending on the problem, that can involve:
- Google Ads strategy and optimisation
- GA4 audits and implementation
- Google Tag Manager
- Custom event tracking
- JavaScript-based measurement
- Enhanced Conversions
- GCLID capture
- CRM and offline conversion workflows
- Lead quality optimisation
- Looker Studio reporting
- Funnel analysis
- Geographic analysis
- BigQuery and deeper analysis
The tools matter. But the objective is always bigger than the tools.
Experience
Different Businesses. Different Measurement Problems.
My experience spans eCommerce, service businesses, lead generation, nonprofits, fitness, retail, lifestyle, and other performance-focused businesses.
- MSF.beNonprofit
- Aura SpaService
- Pink BalloonRetail
- POSRGB2B & ecommerce
- RMBI Care Co.Care services
- Jetty ExtractRetail
- Level10 ContractorAgency
- Women in Digital BusinessEducation
- Blossom Home CareCare services
- VIDA FitnessFitness
- Aura Candle BarRetail
- AV Social StrategiesAgency
- Kung Pow MarketingAgency
- Up AnalyticsAgency
- Best Bounce ChicagoEvent rentals
- ANNA Autism CareCare services
Fit
Who Iyrex Media Is For
I work best with businesses that are already investing in marketing and want more clarity around what is actually driving results.
I do not need a business to have a perfect analytics environment before we work together. Usually, the messier the system, the more interesting the problem.
- Lead generation businesses
- Service-based companies
- eCommerce brands
- Growth-focused companies generating approximately £200k+ per year
- Teams already investing in paid media
- Businesses that care about lead quality, revenue, and profitability
- Companies willing to question their current measurement setup
The Iyrex Media Approach
Fix the Foundation. Understand the Data. Scale With Confidence.
Iyrex Media exists because paid media and measurement should not operate in isolation.
Advertising platforms need good signals. Businesses need reliable reporting. Marketing teams need to understand what happens after the click. And decision-makers need enough confidence in the data to know where to invest next.
That is the role I want Iyrex Media to play: helping close the gap between marketing activity and business reality.
If the Numbers Don't Tell the Whole Story, Let's Find Out Why.
Whether you are dealing with unreliable tracking, unclear attribution, poor lead quality, or simply want a better understanding of where your marketing performance is coming from, I can help you work through the data and the systems behind it.