Data-driven marketing strategy

Paid campaigns running with broken tracking. Fixed the foundations, then built the analytics on top.

+12%

overall user base

+20%

click-through rates

+8%

conversion rates

~100%

improvement on ROI

-15%

advertising costs

The client

A consumer business running paid marketing campaigns across multiple platforms. The marketing team needed accurate, end-to-end tracking and a unified view of campaign performance.

The problem

Existing tracking setup and pixel placements were not optimised, resulting in insufficient data collection and suboptimal campaign performance. The inconsistent tracking led to missed opportunities and made it hard to maximise ROI.

Architecture

flowchart LR A["Website
+ ads placements"] -->|Pixels + GTM| C G["Google Ads"] -->|Pixels| C M["Meta / Facebook"] -->|Pixels| C C[("Data warehouse
+ event tracking")] C --> S["Segmentation
+ behaviour analysis"] S --> T["Targeted
campaigns"] S --> AB["AB tests
(Google Optimize, Firebase)"] T & AB --> D["Tableau dashboard
for stakeholders"] style A fill:#f0e8db,stroke:#1a1a2e style G fill:#f0e8db,stroke:#1a1a2e style M fill:#f0e8db,stroke:#1a1a2e style C fill:#d8c8ed,stroke:#1a1a2e style S fill:#b6e0c2,stroke:#1a1a2e style T fill:#f4c8a8,stroke:#1a1a2e style AB fill:#f4c8a8,stroke:#1a1a2e style D fill:#7551c3,stroke:#1a1a2e,color:#fff

What I did

01.Implemented pixel-placement tracking for the website (specifically targeting ad placements), Google Ads, and Meta. This ensured accurate data collection.
02.Defined, implemented, and QA-ed Google Tag Manager tracking for crucial events, campaigns, and pixels.
03.Used advanced analytics to identify trends, analyse user behaviour and campaign performance, enabling targeted user segments.
04.Prepared in-depth analysis of campaign performance, with actionable recommendations for ad creatives, targeting, and bidding.
05.Recommended and executed 5+ AB tests using Google Optimize and Firebase.
06.Created an interactive custom Tableau dashboard so stakeholders could see campaign performance live.

Outcome breakdown

Each metric, against the baseline it replaced

Tools used

Google Tag Manager Google Ads Meta Ads Google Optimize Firebase Tableau BigQuery

A similar problem in your stack?

Send me the rough shape of it. I'll figure out scope on a 30-min call.

Book a call