Case Studies

Real Measurement Problems. Better Systems. Clearer Decisions.

A selection of projects across analytics, attribution, paid media, ecommerce, and reporting — showing how better measurement can improve visibility, confidence, and performance.

$1M+

Revenue attributed back to Google Ads

Channels unified into one SQL dashboard

Store locations on one tracking architecture

Selected measurement projects

The Work Behind the Numbers

Not every performance problem is a campaign problem.

Sometimes the issue is broken tracking. Sometimes the business is optimising toward the wrong conversion. Sometimes the customer journey breaks between platforms.

And sometimes the data exists — but no one can use it to make a decision.

These case studies show how I approach those problems from the measurement layer upward.

CS 02 · Kung Pow Marketing

Reporting

From Cross-Channel Chaos to Cost-per-SQL Clarity

Performance marketing agency

Kung Pow was running campaigns across Google, Meta, and LinkedIn, but could not confidently compare channels based on qualified pipeline.

The work focused on defining MQL and SQL criteria, aligning tracking across platforms, cleaning polluted GA4 data, and building a reporting layer around actual lead quality.

Channel comparison

Cost per lead

→

Cost per SQL

Cross-channel MQL and SQL reporting
Cost per Lead, Cost per MQL, and Cost per SQL visibility
Internal traffic filtering without disrupting production data
One dashboard across Google, Meta, and LinkedIn

CS 03 · Pink Balloon

Ecommerce

Building Ecommerce Measurement Where Traditional Attribution Falls Short

Cannabis retail · New Jersey

Pink Balloon's ecommerce journey crossed different platforms and domains, while conventional advertising and attribution options were limited by the nature of the industry.

After the storefront redesign, I was brought in before reopening to build ecommerce measurement, validate the hosted checkout journey, and support multiple locations with a shared event architecture.

GA4 ecommerce events

Missing ecommerce events

→

Full funnel, pre-reopening

Full GA4 ecommerce funnel
Cross-domain session preservation
Multi-location event architecture
Custom debugging below the GTM interface

CS 04 · RMBI Care Co.

Measurement Strategy

From Website Analytics to a Full Measurement Framework

Care services · healthcare

RMBI needed more than standard traffic reporting. The objective was to understand how visitors interacted with content, searched for care, engaged with reports and FAQs, and moved from informational content toward enquiry and care-related actions.

The solution began with a measurement plan, then moved through GTM and GA4 implementation into a dedicated Looker Studio reporting system.

Reporting layer

Default GA4 reports

→

Journey-led framework

Full measurement plan created and executed
Custom behavioural event tracking
Care search and geographic insight
Content and news-to-care journey analysis
Dedicated Looker Studio dashboard

CS 05 · Level10 Contractor

Measurement Strategy

Measurement across a varied client portfolio

PERFORMANCE MARKETING AGENCY

As Digital Ads & SEO Analyst at an agency serving 70+ clients, I reviewed client tracking across analytics, lead-tracking, reporting, and advertising tools, then implemented a measurement plan.

MEASUREMENT FOUNDATION

Individual client setups

→

A repeatable framework

Audits across GA4, GTM, WhatConverts, TapClicks and ad platforms
Ad analysis, dashboards and lead-quality reporting
Universal form-success tracking across eight platforms
Bot-traffic investigation and mitigation recommendations

CS 02 · Kung Pow Marketing

Reporting

From Cross-Channel Chaos to Cost-per-SQL Clarity

Performance marketing agency

Kung Pow was running campaigns across Google, Meta, and LinkedIn, but could not confidently compare channels based on qualified pipeline.

The work focused on defining MQL and SQL criteria, aligning tracking across platforms, cleaning polluted GA4 data, and building a reporting layer around actual lead quality.

Channel comparison

Cost per lead

→

Cost per SQL

Cross-channel MQL and SQL reporting
Cost per Lead, Cost per MQL, and Cost per SQL visibility
Internal traffic filtering without disrupting production data
One dashboard across Google, Meta, and LinkedIn

CS 03 · Pink Balloon

Ecommerce

Building Ecommerce Measurement Where Traditional Attribution Falls Short

Cannabis retail · New Jersey

Pink Balloon's ecommerce journey crossed different platforms and domains, while conventional advertising and attribution options were limited by the nature of the industry.

After the storefront redesign, I was brought in before reopening to build ecommerce measurement, validate the hosted checkout journey, and support multiple locations with a shared event architecture.

GA4 ecommerce events

Missing ecommerce events

→

Full funnel, pre-reopening

Full GA4 ecommerce funnel
Cross-domain session preservation
Multi-location event architecture
Custom debugging below the GTM interface

CS 02 · Kung Pow Marketing

Reporting

From Cross-Channel Chaos to Cost-per-SQL Clarity

Performance marketing agency

Kung Pow was running campaigns across Google, Meta, and LinkedIn, but could not confidently compare channels based on qualified pipeline.

The work focused on defining MQL and SQL criteria, aligning tracking across platforms, cleaning polluted GA4 data, and building a reporting layer around actual lead quality.

Channel comparison

Cost per lead

→

Cost per SQL

Cross-channel MQL and SQL reporting
Cost per Lead, Cost per MQL, and Cost per SQL visibility
Internal traffic filtering without disrupting production data
One dashboard across Google, Meta, and LinkedIn

CS 05 · Level10 Contractor

Measurement Strategy

Measurement across a varied client portfolio

PERFORMANCE MARKETING AGENCY

As Digital Ads & SEO Analyst at an agency serving 70+ clients, I reviewed client tracking across analytics, lead-tracking, reporting, and advertising tools, then implemented a measurement plan.

MEASUREMENT FOUNDATION

Individual client setups

→

A repeatable framework

Audits across GA4, GTM, WhatConverts, TapClicks and ad platforms
Ad analysis, dashboards and lead-quality reporting
Universal form-success tracking across eight platforms
Bot-traffic investigation and mitigation recommendations

CS 02 · Kung Pow Marketing

Reporting

From Cross-Channel Chaos to Cost-per-SQL Clarity

Performance marketing agency

Kung Pow was running campaigns across Google, Meta, and LinkedIn, but could not confidently compare channels based on qualified pipeline.

The work focused on defining MQL and SQL criteria, aligning tracking across platforms, cleaning polluted GA4 data, and building a reporting layer around actual lead quality.

Channel comparison

Cost per lead

→

Cost per SQL

Cross-channel MQL and SQL reporting
Cost per Lead, Cost per MQL, and Cost per SQL visibility
Internal traffic filtering without disrupting production data
One dashboard across Google, Meta, and LinkedIn

CS 04 · RMBI Care Co.

Measurement Strategy

From Website Analytics to a Full Measurement Framework

Care services · healthcare

The solution began with a measurement plan, then moved through GTM and GA4 implementation into a dedicated Looker Studio reporting system.

Reporting layer

Default GA4 reports

→

Journey-led framework

Full measurement plan created and executed
Custom behavioural event tracking
Care search and geographic insight
Content and news-to-care journey analysis
Dedicated Looker Studio dashboard

CS 05 · Level10 Contractor

Measurement Strategy

Measurement across a varied client portfolio

PERFORMANCE MARKETING AGENCY

As Digital Ads & SEO Analyst at an agency serving 70+ clients, I reviewed client tracking across analytics, lead-tracking, reporting, and advertising tools, then implemented a measurement plan.

MEASUREMENT FOUNDATION

Individual client setups

→

A repeatable framework

Audits across GA4, GTM, WhatConverts, TapClicks and ad platforms
Ad analysis, dashboards and lead-quality reporting
Universal form-success tracking across eight platforms
Bot-traffic investigation and mitigation recommendations

CS 03 · Pink Balloon

Ecommerce

Building Ecommerce Measurement Where Traditional Attribution Falls Short

Cannabis retail · New Jersey

Pink Balloon's ecommerce journey crossed different platforms and domains, while conventional advertising and attribution options were limited by the nature of the industry.

After the storefront redesign, I was brought in before reopening to build ecommerce measurement, validate the hosted checkout journey, and support multiple locations with a shared event architecture.

GA4 ecommerce events

Missing ecommerce events

→

Full funnel, pre-reopening

Full GA4 ecommerce funnel
Cross-domain session preservation
Multi-location event architecture
Custom debugging below the GTM interface

CS 04 · RMBI Care Co.

Measurement Strategy

From Website Analytics to a Full Measurement Framework

Care services · healthcare

The solution began with a measurement plan, then moved through GTM and GA4 implementation into a dedicated Looker Studio reporting system.

Reporting layer

Default GA4 reports

→

Journey-led framework

Full measurement plan created and executed
Custom behavioural event tracking
Care search and geographic insight
Content and news-to-care journey analysis
Dedicated Looker Studio dashboard

CS 05 · Level10 Contractor

Measurement Strategy

Measurement across a varied client portfolio

PERFORMANCE MARKETING AGENCY

As Digital Ads & SEO Analyst at an agency serving 70+ clients, I reviewed client tracking across analytics, lead-tracking, reporting, and advertising tools, then implemented a measurement plan.

MEASUREMENT FOUNDATION

Individual client setups

→

A repeatable framework

Audits across GA4, GTM, WhatConverts, TapClicks and ad platforms
Ad analysis, dashboards and lead-quality reporting
Universal form-success tracking across eight platforms
Bot-traffic investigation and mitigation recommendations

Sequence

How I Approach Measurement Problems

The Dashboard Is Usually the Last Step.

A reliable measurement system usually follows the same sequence.

Understand the business question

What does the team actually need to know or improve?

Audit the current data

What is being collected, what is missing, and what cannot be trusted?

Design the measurement architecture

Define events, conversions, attribution rules, parameters, and data flows before implementation.

Implement and validate

Build through GTM, GA4, advertising platforms, CRM systems, or custom code — then verify that data is actually reaching its destination correctly.

Turn the data into decisions

Reporting should make it easier to understand what is working, what is not, and what should happen next.

Capabilities

Problems These Projects Have Covered

GA4 implementation
Google Tag Manager
Conversion tracking
Enhanced Conversions
Offline conversion tracking
GCLID capture
CRM attribution
Ecommerce measurement
Cross-domain tracking
Custom JavaScript tracking
UTM governance
Lead quality measurement
MQL / SQL reporting
Looker Studio dashboards
Funnel analysis
Geographic analysis
Internal traffic filtering
Measurement planning
Multi-location tracking
Call attribution

Your Tracking Problem Probably Has a Cause.

If the numbers do not line up, attribution feels unreliable, or your reporting stops short of the business outcome that actually matters, the first step is understanding where the measurement system breaks.

Real Measurement Problems. Better Systems. Clearer Decisions.

The Work Behind the Numbers

All case studies

The Dashboard Is Usually the Last Step.

Understand the business question

Audit the current data

Design the measurement architecture

Implement and validate

Turn the data into decisions

Problems These Projects Have Covered

Your Tracking Problem Probably Has a Cause.