The sales system
Know exactly which marketing brings you paying customers
Attribution and reporting that traces every lead and sale back to the ad, page, or search that produced it, so you spend on what works and stop guessing.
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Most businesses run ads without knowing which of it actually brings in money. The platforms each claim the same sale, the spreadsheet says one thing and the bank says another, and the monthly report is a wall of numbers nobody acts on. Attribution fixes the measurement underneath: when a lead or sale comes in, you see the ad, page, or search that started it, and what that customer really cost.
I have spent over a decade running paid media and growth, from global agency teams to building the full marketing function for owner-led businesses. I set up tracking the way someone who answers for the budget would: clean data in, one honest version of the numbers out, and reporting you can act on in five minutes.
What you get
- Tracking across your site, ads, and forms that records where every lead and sale came from, built to survive cookie loss
- GA4 (Google Analytics 4) and GTM (Google Tag Manager) configured so conversions match what your CRM and bank actually show
- Conversion tracking wired back into Google Ads and Meta Ads so platforms optimise toward real customers, not vanity clicks
- A live dashboard showing spend, leads, cost per lead, cost per customer, and ROAS (return on ad spend) by channel
- A clear monthly read on what to scale, what to cut, and what to test next, in plain language
- Documentation of how it all connects, so the setup stays trustworthy as you add channels
How I do it
- 01
Map how a customer actually reaches you
Before any tags go on, I map your real path to a sale: which channels touch a buyer, where leads enter, and how a deal gets marked won. Tracking is built to match that, not a generic template.
- 02
Lay the tracking foundation
I set up GA4 (Google Analytics 4) and GTM (Google Tag Manager), define the conversions that matter, and use server-side tracking where it helps, so the data holds up as browsers block cookies.
- 03
Connect the platforms to real outcomes
I feed verified conversions back to Google Ads and Meta Ads, and tie ad clicks to the lead and sale in your CRM (customer relationship management), so reported results line up with money in the account.
- 04
Build reporting you will actually use
One dashboard, one source of truth, showing cost per customer and ROAS by channel. I check it against your invoices so the numbers are defensible, then write a short monthly read on what to do next.
A few tools I’ve already built
Quick examples you can try right now, to show the kind of thing I make. When your business needs something specific, I build it custom.
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Ad Waste Audit
Paste your search terms and get the wasted spend as a number, a negative-keyword list, and the fixes ranked by impact.
Leads
143
+22%
Cost/lead
$6
-14%
Visits
8.4k
+31%
Client Report Builder
Turn the month's ad, social, and site numbers into a branded report with a written read of what changed and why, not just charts.
Churn Risk Radar
Flags members who have stopped showing up before they cancel, so you can reach out while there is still time to save them.
What it does for the business
You stop paying for marketing that looks busy but never produces a customer. With true cost per customer and ROAS by channel in front of you, the budget moves toward what works, weak campaigns get cut, and every month the spend gets more efficient. The reporting also gives you a calm, honest answer when you, your partners, or your board ask the obvious question: is this working, and how do we know.
The stack I use here
- GA4
- Google Tag Manager
- Google Ads
- Meta Ads
- Looker Studio
- HubSpot
- Next.js
- Supabase
Common questions
Because each platform counts in its own favour and over different windows, so the same sale gets claimed two or three times. I set up one measurement layer they all report into, then reconcile it against your CRM and actual revenue. You get one set of numbers you can trust, instead of three that contradict each other.
Yes, with more care than before. I use server-side tracking and first-party data where it counts, and tie conversions to your CRM rather than relying on browser cookies alone. No setup recovers everything after privacy changes, but the picture is far clearer and more durable than a standard pixel.
In most cases, yes. I audit what you have, keep what is sound, and repair what is broken or miscounting. The ads keep running while I get the measurement right underneath them, and once the data is clean we can see which campaigns to keep and which were quietly wasting budget.
Want this for your business?
Tell me where you want more customers. I read every message myself and come back to you, usually within a day.