Project Overview
Both ad accounts were reporting numbers that were not true. Meta was claiming 33x ROAS. GA4 was showing zero revenue. Add-to-carts were inflated more than three times over.
The first job in any growth role is making the data honest, because every decision after it rests on the numbers being real. This project was that rebuild – plus the technical SEO work across the three stores.
What the Work Covered
- Rebuilt tracking so each tool has one clear owner: GA4, Google Ads, Meta Pixel with Conversions API (deduplicated), Microsoft Clarity and Google Tag Manager
- Cleaned the GTM container – removed 13 duplicate tags, 10 triggers and 11 variables
- Fixed fake purchase events: Meta was reporting 33x ROAS from unpaid and test orders. Purchase now fires only on paid orders
- Fixed GA4 revenue reporting zero, caused by a missing currency setting
- Found and removed a duplicate GA4 install that was inflating add-to-carts by 3.3x
- Added the missing product-view events
- Blocked bot traffic and added rate limiting, then cleared 3,883 fake abandoned carts
- SEO audits and high-priority fixes across stajr.com and marcoroma.ae, plus 3 SEO blog posts and a strap catalogue cleanup (23 products renamed or merged with 301 redirects)
- Connected GA4 to an AI agent through the API for live reporting
Outcome
- Reported ROAS, revenue and funnel figures became trustworthy for the first time
- That is what made the 63% cost-per-order improvement measurable at all – before the rebuild, the account could not tell a real order from a test one
More SEO & Analytics Work
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