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Fixing Broken Attribution & Restoring Marketing Confidence

I partner with businesses to achieve scalable growth by combining data-driven marketing strategies, precise tracking solutions, and smart automation that maximize ROI.

Skills & Educations:

My Skills:

My Role : Google Ads Manager

Duration : Google Ads Manager

My Role : Google Ads Manager

My Role : Google Ads Manager

Education:

My Role : Google Ads Manager

Duration : Google Ads Manager

My Role : Google Ads Manager

My Role : Google Ads Manager

Client:

A $5M/year eCommerce brand selling beauty products in the EU.
They were running Google Ads, Meta Ads, and Email Campaigns — but their marketing data was completely unreliable.

The Problem (Pain Points):

  1. ROAS (Return on Ad Spend) looked wrong.
    Google Ads said $50K in sales. Meta said $80K. Shopify said $100K.
    The marketing team didn’t know which platform actually drove sales.
  2. Tracking was broken after iOS14 & cookie restrictions.
    Facebook Conversion API wasn’t configured properly. Google Analytics was missing 30% of conversions due to ad blockers.
  3. Data silos.
    Marketing, sales, and CRM data were all separate — no unified view of user journeys.
  4. Budget chaos.
    The CMO was cutting budgets because “ads aren’t profitable,” but the data was wrong — they were losing profitable momentum.

How I solved

The Marketing Analytics Engineer came in and did the following:

  1. Audited all tracking systems — found duplicate tags, broken triggers, and missing consent setups.
  2. Migrated to Server-Side Tagging (sGTM) via Stape.io to capture clean first-party data.
  3. Configured Facebook CAPI & Google Ads Enhanced Conversions using sGTM, improving match rates.
  4. Linked Shopify → GA4 → BigQuery → Looker Studio to unify the customer journey.
  5. Implemented UTM structure and naming conventions across all ad platforms for clean campaign attribution.
  6. Built a performance dashboard showing true ROI by channel — all in one place.

The Results (Real Business Impact):

  • Tracking accuracy increased from 68% → 98%
  • Meta Ads ROAS corrected from 0.8x → 3.2x (after proper CAPI setup)
  • Google Ads Enhanced Conversions increased tracked revenue by +27%
  • CMO regained confidence — budget doubled next quarter
  • Marketing decisions started being data-driven, not guesswork

The Core Value Added

  • Trust in data: No more “which platform is lying?”
  • Smarter spending: Channels optimized by actual performance
  • Scalable infrastructure: Built a clean, privacy-compliant, future-proof measurement system
  • Business clarity: Every dollar could now be tracked back to a click or view

Key Takeaway

Analytics engineers don’t just fix tags —
they fix trust between marketing and data.
When data is wrong, businesses panic.
When data is right, businesses scale.

My Services

I Help You Grow Your Business, Build Your Brand

© 2025 Iftekhar Chowdhury. All rights reserved.

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