Work
The findings clients did not want to hear
Every engagement below started with an audit of what the numbers were really saying. Sectors and figures are real; client names are withheld.
Selected work
Four engagements, start to finish
Health & wellness ecommerce · Diagnostic, then advisory
Meta said scale. The evidence said stop.
A collapsing ad account diagnosed through measurement, budget moved to the channel actually converting, and an email audience cut to the people who could legally be emailed.
~10xCPC inflation found on Meta (11p to £1+)
2.55Blended ROAS on the channel quietly carrying the account
47%Of the claimed email audience found unsendable
Home & garden ecommerce · Audit, rebuild, advisory
When platform ROAS lies, run the business on profit
Retailers undercutting RRP made revenue-based ROAS actively misleading. The measurement was rebuilt and decisions moved to profit on ad spend.
0.27ROAS on a broad match campaign found and stopped
387Collections audited and remapped for search visibility
1,400+Contacts protected from an unreviewed automated send
Independent music retail · Forensic measurement rebuild
Attribution rebuilt after a headless migration broke it
A cross-domain storefront broke attribution end to end. One deterministic join key stitched it back together.
3 → 1Competing identity systems reduced to one join key
60 vs 22Inflated checkout starts against actual purchases, before dedupe
~6 hrsOf forensic debugging to isolate a rogue pixel
B2B data & AI consultancy · 6 months
The MQL target hit for the first time in over a year
Marketing and sales reconnected through one rebuilt measurement layer. The MQL target fell inside six months.
~100%Tracking accuracy on the rebuilt setup
12+ monthsOf missed MQL targets, ended
3Enterprise meetings in week one of launch
One to two weeks, fixed fee