How I ended up fixing this for a living
I have spent 4+ years inside tracking and measurement systems. This is how my work took its shape.
It started with curiosity
I wanted to understand how data moves between platforms, where it breaks, and how to fix it. Every broken number felt like a puzzle with a real answer.
Then I noticed a pattern
The most painful and expensive measurement problems were not on websites. They were inside mobile apps. iOS attribution breaking after ATT. SKAdNetwork returning no data. In-app events firing wrongly. Revenue numbers that nobody trusted.
So I specialized
I went deep into mobile app attribution with AppsFlyer, Adjust, Branch, Singular, SKAdNetwork and Firebase, and built my work around solving exactly those problems.
Then the sales moved into chats
More businesses started selling through WhatsApp. Click to WhatsApp ads bring conversations, but the sale happens inside a chat, where most tracking goes blind. The idea is the same: follow the click, keep the ID, send the result back to the ad platform. So I now build WhatsApp conversion tracking and CRM tools as well.
Now I build the tools I wish I had
I made my own consent management system with Google Consent Mode v2 signals, and two free debuggers that I use on real setups. The work keeps growing, but the question I started with has not changed: does the data tell the truth?