Case studies
Every one of these started with two numbers that disagreed.
Client names are withheld by request. Metrics are real and pulled from the accounts.
The conversion count that meant nothing
307 reported conversions, 2 real orders. Rebuilt the measurement layer through an embedded menu iframe and gave the account a number it could bid on.
97% of the leads were unservable
Location settings were buying Brooklyn, Queens, and New Jersey for a Westchester contractor. Fixed the targeting, then rebuilt search-to-revenue with server-side CAPI.
Programmatic where the big platforms say no
Compliant display and video across fourteen state markets, each with its own advertising statute, held to a return the client could verify against store data.
Field notes
Shorter stories, same pattern.
- Hemp DTC · Shopify PlusCheckout was misbinding across two domains, so paid revenue landed under direct. Documented the binding failure and the deprecated API calls behind it, then rebuilt the cross-domain handoff.
- Multi-client · Ads + GA4Built a shared optimization layer on BigQuery and Cloud Functions so two very different accounts could be reviewed against the same definitions of a conversion.
- Cannabis retail · ComplianceWrote a Minnesota-specific content framework under the state cannabis statute so creative could ship without a legal review bottleneck on every asset.
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