Every engagement runs in the same order.
Infrastructure, then media, then reporting — because infrastructure built after a campaign launches isn't infrastructure. It's cleanup.
APPROACH
01
The Sequence
Four stages, always in this order. Skipping ahead is the most common reason paid media underperforms.
01
Audit & Strategy
Before any media plan gets written, we find out what's actually being measured — and what isn't. Most accounts we inherit have a gap somewhere between the ad platform and the order confirmation. That gap gets found and sized first.
02
Infrastructure
GTM — web and server-side — GA4, platform Conversion APIs, and product feeds get wired and reconciled against a source of truth, usually the store's own order data. This stage takes the longest and gets talked about the least. It's also the one that makes every number after it trustworthy.
03
Media & Creative
Campaigns launch across the platforms that fit the goal, not the platform that's trending. Because the infrastructure is already confirmed, early signal can be acted on immediately instead of waited out for another two weeks of "learning phase."
One dashboard. One number that the client, the platforms, and we all agree on. Built to show the whole picture — including the lift a campaign creates in places it never gets direct credit for.
Reporting
04
Operating Principles
How the sequence gets held to, engagement after engagement.
02
Short sentences. No agency-speak. Say the number, not the adjective.
Direct
01
Evidence-led
02
Every claim we make — on this page, in a report, on a call — traces back to a source. Never a vibe.
If a result needs a caveat, the caveat comes first. A number that's ahead of pace gets called ahead of pace — and one that isn't gets called that too.
03
Unembellished
What the sequence looks like live.
In Practice
03
