Revenue Measurement Architecture
Platforms grade their own homework. Meta claims the sale, Google claims the sale, your agency claims the sale, and your bank account disagrees with all of them. I rebuild your measurement so one source of truth stands, and so AI and organic are visible as revenue sources alongside paid.
Your report looks fine. Your results don't match.
Every agency delivers a dashboard. Green arrows, improving metrics, campaigns "optimised." But your CPA keeps creeping up. Your ROAS looks fine in the platform but revenue isn't growing. You're not sure if the budget you're spending is actually working.
This is almost always a measurement and architecture problem, not a creative or budget problem. The accounts need to be read forensically, then the tracking has to be rebuilt so the numbers hold up. Reporting on broken measurement just reprints the same lie.
Diagnose the gap, then rebuild the plumbing
47-Point Measurement Diagnostic
Account architecture, tag implementation, conversion event setup, and the attribution layer across every platform. I map the gap between what the platforms report and your actual bank account, and mark exactly what is broken.
GA4 as Source of Truth
I rebuild GA4 into the single source of truth every channel reconciles against, so no platform gets to grade its own homework any more.
AI, Organic and Paid, Side by Side
AI referral and organic source reporting sits next to paid, so answer engines and search are visible as revenue sources, not lost in "direct". This is what makes AEO (Answer Engine Optimisation) work accountable to revenue rather than a vanity exercise.
Tracking That Survives the Real World
Server-side and conversion-API coverage, plus tracking that survives in-app browsers and consent flows. If a sale happens, it gets counted, once, to the right source.
Unit Economics Locked Down
Unit economics by channel: true cost per acquisition and contribution, not platform-reported ROAS. A prioritised plan follows: what to fix this week, this month, and this quarter, with expected impact for each.
What you receive
Common questions
Google Ads, Meta (Facebook/Instagram), LinkedIn, TikTok, programmatic (DV360, The Trade Desk), and affiliate platforms. I diagnose and rebuild the attribution layer itself: Google Analytics 4 as the source of truth, plus Northbeam, Triple Whale, or whatever you're using for cross-channel measurement. AI referral and organic sources are reported alongside paid.
Account access is required for the rebuild, and always preferred for the diagnostic: it lets me see the full picture including historical data, audience setups, and tracking configurations. If access is restricted at the diagnostic stage, I can work from structured exports, but the findings will be less comprehensive and the rebuild will still need access. All access is governed by a signed NDA.
The measurement rebuild is delivered done, not handed over as a to-do list. The prioritised action plan for the wider media work is written to be implemented by your in-house team or agency. If you want that overseen, I can transition into the Fractional Growth Partner engagement.
I typically work with brands spending R100k to R500k+ per month. Below that threshold the return is less clear, and I'll be honest with you on the call if I think your budget doesn't justify the work. Above R500k a month, the diagnostic and rebuild almost always pay for themselves within the first month of the changes going live.
Find out where your budget is
actually going.
Start with a free 30-minute call. Tell me about your current setup. I'll tell you what the diagnostic and rebuild would cover and whether it makes sense.
Get Started