case studies
Symptom, cause, fix, proof.
Real investigations, anonymized. No client names, just the problem and how I solved it.
Home services
Four click conversions that could never fire
A home-services site's call and booking conversions were built on jQuery. The site never loaded jQuery. I rebuilt them in vanilla JS and proved them on the live beacon.
Read the case
Online certification courses
Low match quality and a purchase that fired on every reload
An online course seller's Meta purchases had weak match quality and re-fired on page reloads. I fixed both in GTM and verified one purchase per order.
Read the case
Shopify retail
47% of revenue with no source
A Shopify store's GA4 showed nearly half its revenue as Unassigned. I traced it to three causes and applied fixes for each.
Read the case
Nonprofit
360 leads in a week that mostly weren't leads
A nonprofit's Meta account reported far more leads than real form fills. I stopped the over-count the same day, then rebuilt the tracking properly.
Read the case
Senior living
Tour requests hidden in a Shadow DOM chatbot
A senior living community's tour bookings happened inside a chatbot no listener could see. I tracked them by watching the widget's own saved state.
Read the case
Auto dealer group
Seven dealer sites, four different answers
Vehicle data was missing on a dealer group's vehicle pages. They all supposedly shared code. They didn't, and a verdict per site saved a lot of wasted work.
Read the case