I work on conversion tracking and measurement.

I studied Computer Science and Engineering, and after that I worked in web development for a while.

Somewhere along the way I got more interested in the marketing side of websites than the building side. Not the design or the writing, but the part where you can actually see what a website is doing. Which visitors turn into customers, where they come from, and what the money spent on ads is really buying.

That's what pulled me into performance marketing.

I started where my background was useful, which is web analytics and conversion tracking. GA4, Google Tag Manager, server-side GTM, Meta Conversions API, and the tracking behind platforms like Google Ads.

A lot of businesses have tracking that quietly does not work. Conversions go missing, get counted twice, or land in the wrong place. Then every decision after that is based on numbers nobody should trust.

My development background helps most when the problem is not in the marketing tools at all. A broken data layer, an event that will not fire, a script fighting with another script. I can go into the website and sort that out instead of passing it to someone else.