Marketing attribution your team actually trusts.
When the dashboard, the CRM, and the bank statement disagree, every decision slows down. I audit and rebuild the measurement layer so they finally tell the same story, and give leadership one report they can act on without a debate about whose number is right.
Why dashboards stop telling the truth
It rarely happens all at once. A pixel gets moved during a site change. A new channel gets bolted on without a clean definition. Two systems each call something a "lead" but mean different things. Privacy changes and ad blockers quietly erode browser tracking. Each issue is small; together they produce dashboards that look authoritative and are quietly wrong, and a leadership team that's lost confidence in the numbers.
If you can't trust the measurement, you can't trust any decision built on top of it, including every dollar of ad spend.
What I rebuild
- GA4 & server-side tracking, clean event design and pixel hygiene, plus server-side tracking to recover signal lost to privacy changes and ad blockers.
- Channel definitions & data integrity, consistent, documented definitions so "organic," "paid," and "referral" mean the same thing everywhere.
- Lead-source de-duplication, reconciling the same lead across forms, CRM, and ad platforms so it's counted once, in the right place.
- Unified executive reporting, one weekly and monthly view that ties marketing activity to pipeline and revenue, built for the questions leadership actually asks.
Why this comes before scaling spend
Paid platforms optimize toward the conversions you feed them. Feed them noisy or duplicated data and they confidently scale the wrong thing. Clean measurement isn't a reporting nicety, it's the input that makes every other growth investment work. It's why attribution pairs so tightly with paid media management: fix the signal, and the spend gets smarter on its own.
What you walk away with
A measurement layer you can trust, one report everyone agrees on, and a written diagnosis of what was broken and why, so the integrity holds up months later instead of quietly drifting again. Faster, calmer decisions are the point; the clean dashboard is just how you get there.
Common questions
Why don't my dashboards match my CRM?
Usually because each system defines a "lead" or "conversion" differently, tracking fires inconsistently, and the same lead gets counted in multiple sources. The fix is a single source of truth: consistent definitions, clean tracking, and de-duplication across systems.
Do I need server-side tracking?
Increasingly, yes. Browser tracking is degraded by ad blockers and privacy settings; server-side recovers signal and makes conversion data more durable, which directly improves how ad platforms optimize.
What do I get at the end?
A trustworthy measurement layer, one unified report, and a written diagnosis of what was wrong and why, so it stays fixed.
Stop debating whose number is right.
A 2-week diagnostic shows you exactly where the measurement breaks, and what to do about it.
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