Analytics & MarTech Portfolio — USA

Challenge

Sundrop's GA4 setup was firing duplicate purchase events after a checkout redesign, inflating revenue reporting by roughly a third and making it impossible for the team to trust which channels were actually driving sales.

Approach

We rebuilt the tracking plan in GTM with server-side tagging, deduplicated the purchase event against order IDs, and set up a clean channel-attribution dashboard the marketing team could self-serve.

Results

• Revenue reporting accuracy corrected to within 2%
• Reporting time for weekly reviews cut from a full day to under an hour
• Ad budget reallocated toward the two channels actually driving repeat purchases

Challenge

Data fragmentation across multiple properties. The team could not accurately attribute subscriptions to specific content pieces due to a broken Adobe Analytics implementation.

Approach

Completely overhauled the Adobe Analytics workspace. Implemented unified cross-domain tracking and built a custom content-attribution dashboard for the editorial team.

Results

• Subscription attribution accuracy reached 99.5%
• Identified and scaled the top 10% of content driving 80% of revenue in H1 2026
• Eliminated all cross-domain session breakage

Challenge

Acquisition costs on Google Ads were spiraling out of control due to aggressive US bidding wars, making the patient acquisition model unprofitable.

Approach

Pivoted to a heavily segmented Performance Max strategy with strict ROAS targets, augmented by first-party patient LTV data fed back into Google via Offline Conversions.

Results

• Patient Acquisition Cost (PAC) reduced by 38%
• Scaled campaign spend by 2x while maintaining target ROAS through Q2 2026
• Increased patient LTV by targeting higher-quality segments

Challenge

Acquisition costs on Google Ads were spiraling out of control due to aggressive US bidding wars, making the patient acquisition model unprofitable.

Approach

Pivoted to a heavily segmented Performance Max strategy with strict ROAS targets, augmented by first-party patient LTV data fed back into Google via Offline Conversions.

Results

• Patient Acquisition Cost (PAC) reduced by 38%
• Scaled campaign spend by 2x while maintaining target ROAS through Q2 2026
• Increased patient LTV by targeting higher-quality segments