GA4 conversion tracking gets a bad reputation from marketers who migrated from Universal Analytics and found the numbers ‘didn’t match. ‘ Most of the time, the problem isn’t GA4 — it’s an incomplete GA4 conversion tracking setup. Here’s the checklist I run through on any account before I trust a single conversion number in it….
Most Google Ads accounts I’ve reviewed don’t have a bidding problem. They have a structure problem. Bad structure quietly inflates Google Ads campaign structure’s CPCs, tanks Quality Score, and makes every optimization afterward harder than it needs to be. Here’s the structure I default to, and why each layer exists. 1. Ad Group Structure: Single…
Case Study: Running Paid Search & WhatsApp Commerce for a Large-Format Retail Chain Role: Product and Marketing Officer, Avenue Supermarts Ltd (DMart / DMart Ready) — Apr 2022 to Feb 2023 Scope: Google Ads campaign management, WhatsApp Business API (Gupshup/CPaaS) customer engagement, OOH vendor management, store-level promotional marketing Context DMart (Avenue Supermarts) is one of…