Featured Case Studies
In-depth breakdowns showing business context, root-cause diagnosis, measurement strategies, SQL queries, QA verification, and actual outcomes.
Fixing Broken Ecommerce & Lead Tracking After Shopify-to-WooCommerce Migration for SmileSellers
When SmileSellers migrated from Shopify to WordPress WooCommerce with a complete website redesign, their entire ecommerce tracking pipeline broke. I engineered a comprehensive WooCommerce DataLayer contract and GTM event architecture, restoring full-funnel GA4 tracking and micro-conversion telemetry.
Restoring Paid Ad & Calendly Booking Attribution for SoftComply OÜ
Paid campaign traffic from Google & LinkedIn Ads booking eQMS software demos on Calendly was misattributed to self-referrals because outbound links stripped UTM query parameters.
Why Did GA4 and Shopify Report Different Revenue? Automating GA4 Refund Reconciliation with Google Sheets & n8n
Analytics, ecommerce backend, and finance diverged by 14% due to unrecorded returns in GA4. Without BigQuery export, standard GA4 cannot lookup historical session cookies for asynchronous returns. I architected a Google Sheets session ledger and an event-driven n8n webhook pipeline streaming enriched Measurement Protocol v2 refund hits into GA4.
Cross-Domain UTM & GCLID Continuity for Pantogar UAE across Shopify Checkout
Paid campaign traffic for Pantogar UAE lost UTMs and Google Ads GCLIDs upon third-party checkout redirection to Lubeni Pharmacy on Shopify, severing campaign ROAS.
Multi-Touch Attribution Engine & Stripe Checkout Continuity for Advance Agility
Advance Agility lost paid campaign and organic attribution when students completed payments on Stripe and returned to the thank-you page, registering all enrollments as stripe / referral.
Shopify Plus Data Layer Contract, Custom Checkout Extensibility & Multi-Pixel CAPI for Royal Nomad Jewelry
For luxury brand Royal Nomad Jewelry (AOV $1,200+), legacy checkout scripts broke under Shopify's mandatory Checkout Extensibility upgrade, severing Meta CAPI and GA4 funnel telemetry. I engineered a comprehensive Shopify Plus DataLayer contract, deployed Web Pixels API events, established a Server-Side GTM gateway, and built an executive Looker Studio performance suite.
From Raw GA4 Events to Analytics-Ready Data
Transforming nested event-level data into reusable analytical models for funnels, ecommerce, attribution, and reporting.
The Dashboard Had the Numbers — But Not the Answers
Redesigning a reporting framework around business questions, KPI definitions, segmentation, and actionable insights.
Where Did the Ecommerce Funnel Break?
Investigating a conversion decline by separating traffic quality, product engagement, cart behavior, checkout friction, and measurement issues.
Users Were Acquiring — But Not Activating
Using funnel and cohort analysis to identify where newly acquired users failed to reach the product's activation milestone and whether activation predicted retention.