The problem
The organisation had been making decisions on data for years. The data was wrong.
Broken tracking and misconfigured reporting meant every dashboard, every metric and every conversion was unreliable at best and actively misleading at worst.
The thinking
Measurement is infrastructure. Nobody notices it when it works, and every decision downstream depends on it. So the numbers had to be fixed before anything else was worth doing.
The work
A full audit of what was being tracked, what was not, and why. Goals were remapped to what actually mattered to the organisation. A proper data layer was implemented, tagging was restructured, and reporting was rebuilt to reflect reality rather than noise.
The result
A measurement foundation that can be trusted, which means goal setting, conversion work and advertising performance all have something solid to stand on.