Problems I've solved
Names are left off unless the client has agreed to be named. The problems are real and so are the numbers.
Home services, five-year engagement
US residential cleaning company
Problem
GA4 ecommerce was reporting a fraction of bookings and Google Ads was optimising on form views instead of completed jobs.
What I found
Booking confirmation fired a page view, not a conversion, and the quote form sent four events for one submission.
What changed
Rebuilt the dataLayer around the booking flow, added server-side tracking through Stape, set up monthly reporting in Looker Studio.
Result
Cost per booking in Google Ads dropped by a third in the following quarter once it was optimising on real jobs.
Shopify, DTC food
UK honey brand
Problem
Purchases in GA4 were double what Shopify reported and the agency couldn’t explain the gap.
What I found
Shopify’s native GA4 integration and a GTM purchase tag were both live. Every order counted twice.
What changed
Removed the GTM duplicate, rebuilt the container, aligned GA4 revenue with Shopify to within 2%.
Result
The agency could finally report ROAS from GA4 without a manual correction spreadsheet.
WooCommerce, B2B
Irish wholesale supplier
Problem
Meta event match quality stuck at 4 and purchases in Events Manager were 60% over real orders.
What I found
Pixel and a CAPI plugin sending purchases with no shared event ID and no hashed customer data.
What changed
Server-side CAPI through Stape with deduplication and hashed email, phone and external ID.
Result
Match quality moved to 8.6 and Events Manager purchases matched WooCommerce for the first time.
Shopify Plus, performance agency client
US skincare brand via agency
Problem
Meta Pixel audit requested by the agency after ROAS reporting stopped making sense.
What I found
Three pixels on the site from two previous agencies, two of them firing AddToCart on page load.
What changed
Consolidated to one pixel plus CAPI, removed legacy code from the theme, documented every event.
Result
Agency got a clean baseline to optimise against and a document to hand to the next person.
Marketing agency
UK agency, multiple clients
Problem
Needed a repeatable GTM and GA4 audit for every new client onboarded.
What I found
Each client had a different person’s container structure and no naming convention.
What changed
Audited and rebuilt six containers to one standard, with a checklist the agency now runs itself.
Result
Onboarding time for new tracking setups cut from weeks to days.
Custom platform, Google Ads heavy
UAE electronics retailer
Problem
Google Ads conversions fell sharply for EU-based customers in spring 2024.
What I found
No Consent Mode v2. The CMP blocked GTM completely for EU visitors so Google received nothing.
What changed
Consent Mode v2 in advanced mode, region-scoped defaults, CMP connected to GTM.
Result
Modelled conversions returned and EU campaigns could be optimised again.
Find out what's actually broken.
A tracking audit tells you exactly which events are wrong, why, and what it takes to fix them. No pitch deck, just the findings.