Case studies
What changed after the work, in numbers
Before and after, read from the live platforms on the dates shown. Client details are anonymised; some details are altered so the client cannot be identified.
Case files
Client work
- Engineering and staging records, August–September 2026 From Email to Workshop: Quote Engine, AI Intake and Production Orders I built quoting, AI-assisted intake and production-order tooling for a made-to-order manufacturer, with human review and explicit limits on what the tests prove. Read the case
- Pilot backend documented live in September 2026; merchant acceptance unverified A Payment Provider Shopify Doesn’t Support: Finding a Working Path I mapped 21 payment-integration experiments and built a server-verified payment continuation, with sandbox results separated from merchant acceptance. Read the case
- Aug 2026 Proving Why Meta Attribution Dropped (p = 0.0002) I separated consent-related journey loss, offline sales and inflated Meta purchase events for a US home-safety store, then checked recovery against orders. Read the case
- Aug 2026 See What ChatGPT Sends You: AI-Referral Reporting for a Ticketing Business I added AI-referral reporting to a ticketing business’s own Looker Studio report and checked the underlying purchase tracking separately. Read the case
- Aug 2026 Merchant Center Feed Repair Within a Narrow Scope I repaired an apparel store’s product feed and documented its maintenance. The Merchant Center account remained blocked. Read the case
- Aug 2026 8.94 MB to 0.77 MB Homepage transfer in the image-capping lab comparison 8.94 MB to 0.77 MB Without Delaying Tracking I reduced an Irish seafood store’s homepage transfer by capping oversized image candidates. Tracking was kept outside the speed deferral work. Read the case
- Aug 2026 Google Ads Was Optimising for Free Screenings. Now It Knows Who Paid. I sent paid Stripe subscriptions to Google Ads as offline conversions for a US telehealth practice and fixed identity lost by conversion tags. Read the case
- Sep 2026 11.8% to 78.9% Click id coverage (fbc) on InitiateCheckout Three Tools, Three Answers: Reconciling Triple Whale, Meta and Google for a Multi-Currency Store How a multi-currency EU fashion brand reconciled Triple Whale, Meta and Google, and got 37 of 37 orders to Meta once, with the right amount and currency. Read the case
- May 2026 0 to 96 Rows written to the hourly reporting source on the verified repair run Silent Zeros: When a Reporting Pipeline Says Success and Delivers Nothing I built a lead-gen reporting cockpit, repaired a silent n8n failure, and separately built scheduled Google Ads imports from call-tracking data. Read the case
- May 2026 1.86% to 0.48% Landing-page view to reported Lead, main affected ad set Meta Leads Collapsed Overnight: A Read-Only Forensic Reconstruction I reconstructed a US education provider’s Meta lead collapse from campaigns, events and page checks, delivering a working hypothesis and remediation plan. Read the case
- May 2026 Measuring a SaaS Like a SaaS, Not a Shop I audited a scheduling platform and proposed a seven-stage measurement funnel, from acquisition to activation and subscription. Read the case
- Jun 2026 Your Tracking Is Fine. Your Ad Isn't. An audit of a Spain-based coaching funnel separated an underperforming ad from a working Lead signal. I then built a client-owned Calendly-to-Meta server route. Read the case
- Aug 2026 47 Audit findings, each with a re-verify command 67 Days of Zero Purchases in GA4, and Nobody Noticed An audit of a UK subscription supplements brand: 67 days of zero GA4 purchases, renewals credited to 119-day-old clicks, and 44% of new orders untraceable. Read the case
- Aug 2026 6% to 76% Sales traceable to their source 16 Days Before Shopify's Deadline: Rebuilding Measurement for a Headless Store How a headless US Shopify retailer won back source attribution, cut duplicate purchases to zero and finally subtracted refunds. Read the case
- Aug 2026 48–58% to 85% Server-side sign-up events joined to a session 2.9 Conversions per Real Submission: An Event Contract for a Marketplace How a UK marketplace cut Google Ads from about 2.9 conversions per real submission to one event per action, reconciled against its own records. Read the case
- Aug 2026 5 of 5 Written acceptance conditions met 27 Changes, Each With Its Own Undo: Fixing Lead Tracking on a Site I Never Logged Into Rebuilding lead tracking on a Webflow site I never logged into: 27 changes, each with its own undo, and 15 of 15 negative tests passing. Read the case
- Jul 2026 29% to 80% GA4 conversion coverage, measured against real Shopify orders One Product ID Everywhere, and 29% → 80% Conversion Coverage How a Greek herbal-tea brand carried one Shopify variant ID across Merchant Center, GA4/Ads and Meta and lifted GA4 order coverage from 29% to 80%. Read the case
- Jul 2026 3.4 s to 1.2 s LCP (mobile, product page) The 97 That Was a Lie A UK jewellery store's PageSpeed score was faked for the benchmark. The honest score was 78; real optimisation reached 92 and LCP fell from 3.4s to 1.2s. Read the case
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Products I built and run
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