I created this site driven by both personal curiosity and professional interest — which is performance marketing, the discipline of running paid media campaigns where every dollar spent is tied to a measurable outcome: a click, a lead, or a sale, and making sure every one of those outcomes is accurately tracked and analysed. I've spent the last several years doing exactly that: digging into the data, running the platforms, and trying to make the numbers actually mean something. Ironically, I balance data-driven strategies with holistic approaches.

On this site, I test many things such as Google Tag Manager, Google Analytics 4, server-side GTM, Facebook CAPI, and offline conversions. Actually, since I update them so often, they core probably broken and I am too lazy to fix them. Still, I would appreciate it if you accepted the cookies (if those are not broken too); that way, my experiments can yield healthier results. I also snuck in a few things that have nothing to do with marketing. If you poke around, you'll find some parts of this site that are just... me.