Paid Acquisition Rebuild

What we built

An advertising account rebuilt from the tracking layer upward — server-side conversion tracking, audience architecture and campaign structure.

The measurement was rebuilt first, because everything above it inherits its errors. Purchases are now reported from the server as well as the browser and matched so a single order is counted once, which is the difference between an ad platform optimising towards reality and optimising towards an artefact.

Above that sits the account structure — prospecting, retargeting against the live catalogue, and a control — with the audience file refreshed on a schedule rather than by hand.

What the client got

Numbers they could believe. The account had been optimising against incomplete data, so the ad platform was making decisions on a distorted picture and the team was setting budgets from figures that were not true. Fixing the measurement first meant every decision after it rested on something real. Advertising spend became something the business could reason about instead of a monthly act of faith.

Decisions that no longer wait for someone to log in. Budget shifts, pausing what is not working and archiving creative that has burnt out all happen on defined rules, and every action is written down so the owner can see what was changed and why.