Workshop notes,
logged.
Every teardown, method and insight from live accounts. Written while the fix was still warm. Filter by type or scan the full log.
L/001
The 90% attribution drop that was actually a staging script.
Post-migration conversion reporting collapsed overnight. Traced through GTM, consent mode and Billy Grace attribution to a staging OneTrust tag firing in production. Fixed in hours; investigation took weeks.
2026.02
CASE STUDY
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L/002
Heroes, sidekicks, villains, zombies.
Product label analysis across four EU markets revealed top GA4 revenue SKUs classified as zombies inside Shopping. Relabelling rewired bid strategy across 4 markets and unlocked share on the catalogue's actual winners.
2026.01
CASE STUDY
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L/003
Pixel, CAPI, three lifecycle events, one afternoon.
New Meta tracking stack for an employment law platform from zero: browser pixel, server-side CAPI, GA4 Enhanced Conversions, and a full-funnel strategy doc, scoped and shipped inside the first month at £2k mo.
2025.12
METHOD
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L/004
A flat-table forecasting model for a four-country budget.
Excel MVP to model UK, NL, DE, FR spend scenarios for 2026. Flat data architecture designed for future API automation. Front-loaded H1 brand spend with PMax prospecting as the bridge to performance.
2025.11
METHOD
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L/005
A full-funnel paid media deck for a Sky affiliate site.
Strategy doc for digital-tv.co.uk covering prospecting, retargeting, brand protection, creative cadence. Treat the affiliate economic model as the core constraint; everything else bends to it.
2025.10
INSIGHT
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L/006
An automated tracking-audit tool that scores client trust in minutes.
Deterministic Python architecture, LLM only for final narrative. Crawls tag stack, consent logic, event firing. Produces an HTML trust-score report with money-on-the-table findings. In build against a live DTC account.
2026.Q2
TEAR-DOWN
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L/007
When to negotiate your call-tracking vendor, not switch.
A competitor evaluation from Invoca can cut the cost of staying with Infinity by 30 to 40 percent. The business case for migration rarely clears the switching cost inside twelve months. Leverage, not loyalty.
2025.09
INSIGHT
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L/008
Separating Brand, DSA, and PMax across four markets without tanking performance.
Restructured overlapping Google Ads campaigns across UK, NL, DE, FR. Kept Brand Search clean, shaped DSA to catch the gaps, gave PMax a defined prospecting remit. Two weeks of noisy reporting, then a cleaner bidding model with defensible attribution.
2025.08
CASE STUDY
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L/009
Fixing GA4 self-referrals after a multi-domain migration.
Post-migration to eu.toms.com, the UK and EU properties were reporting themselves as traffic sources. Walkthrough of the referral exclusion list, linker domain config, and the one gotcha in the checkout flow that caused most of the damage.
2025.07
METHOD
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L/010
The H1 brand-spend bridge, and why PMax is the connector.
Front-loading brand investment in H1 works, but only if you have a mechanism to convert brand demand into measurable performance in H2. Prospecting-mode PMax is the most honest bridge available inside Google, if you watch the cannibalisation reports.
2025.05
INSIGHT
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L/011
CBILS emergency lead-gen, from zero to 700 enquiries in two weeks.
Built a lead-gen campaign for a regulated advisory firm during the COVID-19 lockdown when the CBILS scheme launched. Ahead of competitors by three days. 5X spike in site traffic, more than 700 client enquiries inside the first fortnight.
2025.03
CASE STUDY
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L/012
A marketing DD checklist for equity and debt deals.
IM review, management interview prompts, systems access questions, attribution red flags, and the three numbers that tell you whether a target's growth is real or model-driven. From multi-million pound deals advised since 2023.
2024.11
METHOD
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