Understand tracking, attribution, campaign diagnostics, and conversion performance.
Validate GA4 e-commerce payloads for add_to_cart, begin_checkout, and add_payment_info while aligning Meta UTM tagging to satisfy Paid Social channel grouping rules.
Normalize unequal holdout groups, calculate incremental conversions and revenue, and interpret uncertain lift before changing the budget.
Diagnose a high Meta CPM with observable auction, audience, creative and event evidence, then test one bounded hypothesis.
Prepare aligned weekly data for MMM, inspect identification and calibration, and turn uncertain model scenarios into a contribution-based budget memo.
Plan restricted Meta measurement with dated browser evidence, consent and event deduplication tests, and a campaign brief with business boundaries.
Audit asset owners and effective permissions, connect durable IDs to event responsibility, and approve a campaign plan for the correct account.
Reconcile customer paths and orders across channels, compare attribution rules, and keep budget decisions separate from assigned credit.
Design a consent-gated server-side event flow, recover from delivery failures, and distinguish source persistence from Meta CAPI acceptance.
Review sampled session recordings with a defined question, tested masking and separate observation, hypothesis and outcome validation.
Use landing-page heatmaps as aggregate interaction evidence, with compatible segments and page versions, then validate a specific issue before changing the page.
Use micro-conversions to diagnose a funnel, clean event counts, and test whether a proxy predicts mature business outcomes.
Reconcile Triple Whale credit models with one paid order and its refund, verify integration access, and make budget decisions within measurement limits.
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