From flying-blind to revenue-per-channel.

The rebuild, in five stages

Each stage is a separate fix that the prior one depended on. Scroll through — on desktop the visual locks on the right and updates as you move. On mobile, scroll stacks.

The problem

Twenty-four thousand dollars a year in Google Ads, running across multiple verticals, with no conversion events defined, no GCLID capture on the landing pages, no CRM webhook on form submit, and no e-commerce purchase tracking. The account was effectively untrackable. Nobody could say which campaign drove a sale because the infrastructure that would tell them had never been installed. Rebuilding this before buying more media was the only honest move.

The Craft & Sign launch

With the stack in place, Craft & Sign became the first fully-measured campaign: a Next.js landing page that captured email + GCLID, revealed a coupon, fired a promo_claimed GA4 event, posted to Zoho Flow, and redirected the user into the WooCommerce storefront. When the purchase closed, Google for WooCommerce reported the revenue back to Ads against the originating click.

For the first time, the campaign report answered real questions: what did this ad spend? What did it make? What's the CAC? Is this vertical worth doubling? Questions the team had effectively given up on asking.

Why it matters

Attribution is the difference between a marketing budget and a marketing investment. Without it you're running on opinion. With it, every dollar defends itself or gets reallocated. This was the fix that had to come before the next ad dollar — the kind of infrastructure work that rarely gets celebrated but compounds for years.