New vs returning customers
A repeat buyer often gives the cheapest conversion, so the panel likes chasing it. I steer bidding toward new customers, because that is where the business grows.
Google Partner · 10+ years · paid media · tracking · data
Paid media, measurementand data, without guesswork.
I put budget behind real sales, not panel noise.
Adding budget will not help if the algorithm gets the wrong signal. I fix the data first. I connect paid media, GA4, GTM, server-side tracking, imports, reports and automation into one working setup. The panel should see sales, leads and margin, not random events.
01 / SIGNAL
I set campaigns for profit,
not the easiest result.
The panel will find a cheap conversion if you give it that target: a repeat customer, an empty form, revenue with no margin. I set the goal so budget follows new customers, quality and financial result. That needs data you can defend.
Lead quality over price
A cheap lead can take the most sales time. I connect CRM stages and quality, so the campaign learns from leads that close, not just from CPL.
Margin over revenue
Revenue-based ROAS can look falsely good. I pass margin and profit into the platform, so budget moves to what actually earns money.
Feed and Merchant Center
In Shopping and PMax, the feed shapes the auction. Titles, attributes, GTIN, structure and rules are part of optimisation, not admin work.
Server-side
Server-side gives the panel more real signal
Some conversions disappear on the way because of browsers, ITP and missing consent. Server-side GTM and CAPI move measurement to the server, recover lost events, deduplicate them and add what the pixel did not see. The algorithm gets fuller data for bidding.
What this changes in practice
↑ ↑ ↑
The panel gets sales, not broken measurement
Server-side GTM, CAPI and Consent Mode v2 recover conversions lost by browsers and missing consent. Usually a double-digit share of the signal returns to the platform, so the algorithm sees more than the pixel alone.
Leads closer to sales
After CRM stages and quality are connected, the campaign stops looking for the cheapest CPL. It learns from leads that move toward sales, not just from submitted forms.
Decisions from one view
Ad costs, orders, leads, CRM and margin sit in one report. Without jumping between panels, you see where budget earns money and what to cut before the next reallocation.
02 / WORK
Paid media, tracking, data and automation.
01
Paid media
I run campaigns on sales data, not only clicks and empty conversions.
- Google, Meta, TikTok, Microsoft and LinkedIn
- Performance Max, Shopping, Merchant Center and product feeds
- E-commerce and international campaigns across many markets
- Account structures, budgets, pacing and spend reallocation
- Audits, takeovers and repairs after weak results
- Policy, landing page and feed issue fixes
02
Measurement and tracking
I build measurement so the panel, GA4, store, CRM and database speak the same language.
- GA4 from scratch, configuration fixes and event design
- dataLayer specs for developers and deployment QA
- GTM and server-side GTM on Cloud Run or Cloudflare
- Consent Mode v2, CMP, cookie banners and GDPR
- Meta CAPI, Enhanced Conversions and deduplication
- Offline and CRM conversions, attribution, UTMs and channel grouping
03
Data and automation
I build reports, pipelines and automations that reduce manual work and show the decision faster.
- BigQuery, GA4 export, SQL, LTV and cohorts
- Looker Studio with cost, sales, margin and CRM data
- Data pipelines and automated reports
- n8n, APIs, Python and integrations between systems
- Marketing automation and CDP: welcome, cart, lifecycle
- AI agents, bots, decision systems and SEO support
03 / INDUSTRIES
I make the most sense where a click proves nothing yet, and the result depends on sales quality, lead quality and clean data.
e-commerce / D2C
stores, feeds, LTV
health and supplements
D2C, compliance, retention
travel / OTA
multi-market, margin
real estate
lead gen and CRM
B2B SaaS / industrial
pipeline and lead quality
finance and comparison sites
consent, sources, attribution
iGaming
volume and control
04 / METHOD
I fix the signal first, then add scale.
01
I reconcile the numbers
The panel, GA4, store, CRM and database must agree on conversions, value and margin. I close the gaps before increasing budget.
02
I connect media with technology
Campaign, tag, consent, server, offline import and dashboard are one chain. I take the plan, build and tests myself, so the issue does not fall between people.
03
I deliver the change, not a slide
You end with a fixed tag, a conversion import, a pipeline, SQL, a report or a pacing rule. Every change has an owner, a test and a result.
04
I automate with guardrails
Planners calculate budgets, alerts catch anomalies, agents collect data. Any panel change still goes through review and sign-off.
How I check it
The panel reports a drop in conversion value? I do not cut budget first. I compare the panel with sales, CRM and the database. If the source does not show a drop, the signal is broken: tag, consent, import or deduplication.
✓ Verified
05 / STACK
PLN 200M+
in managed ad spend to date
10+
years in PPC and analytics
12+
markets: PL DE ES IT HU RO BG CZ SK UK US AU
5+
ad platforms
Google AdsMeta AdsTikTok AdsMicrosoft AdsLinkedIn AdsMerchant CenterGA4GTMserver-side GTMConsent Mode v2CMPMeta CAPIEnhanced ConversionsBigQuerySQLLooker StudioPostgresSupabasen8nPythonAI agents
06 / CONTACT
I will check whether your panel sees real sales.
Send what does not add up: ROAS, leads, conversion value or sales. I will tell you where I would start checking: tracking, campaign structure or data. If there is enough to work with, I will suggest a short signal audit. No sales deck.
My name is Vladyslav Iukhnovych. I have 10+ years in performance, measurement and data. I run SEM Rubicon myself, with Google Partner status. You work directly with me from audit to implementation.