Incomplete dataBiased readRisky decisionsUnstable results
01Hero
From red
to green.
Rebuild performance before scaling.
A store in decline. Incomplete data. A growth engine to rebuild — from tracking to revenue.
+36%Revenue
+25%Orders
+22%Conversion
5.33×PMax ROAS
femmedecarriere.comThe decline was only a symptom.
Before touching budgets, I analyzed the traffic strategy and website. The question became: “does the data tell the truth?”
Click evidence to explore
Annotation 01Incomplete tracking
This signal explains what was visible in the business and directs the next verification.
Reliable dataClear readInformed decisionsDurable growth
“My first choice was not to increase budget. I rebuilt measurement first.
Performance is a system.
Five connected decisions. One logic: make every action measurable before accelerating.
02
Measurement
Rebuild confidence- Reinstall Google Tag Manager
- Reconfigure GA4
- Connect Meta Conversions API
Signal
Collection
Processing
Attribution
Decision
Tools
What I worked with.
Eight tools, in a deliberate order. Repair measurement before touching budgets, extend the journey past the click, then make the decision readable.
- StorefrontShopify
The store and its event source: product view, add to cart, checkout started, order.
- MeasurementGoogle Tag Manager
Reinstalled from scratch. The starting point of the turnaround: without reliable tagging, no decision holds.
- MeasurementGoogle Analytics 4
Reconfigured so the journey became readable again and attribution stopped being a blind spot.
- ResearchSemrush
With Keyword Planner, to prioritize high-intent queries rather than raw volume.
- AcquisitionGoogle Ads
Search reoriented to purchase and Performance Max launched. Both documented ROAS figures come from here.
- AcquisitionMeta Ads
Moved from clicks to Advantage+, with the Conversions API connected to send the purchase signal server-side.
- CRMKlaviyo
Database cleaned and segmented, with cart, checkout and browse abandonment automations.
ReportingLooker StudioThe performance dashboard, and the basis for the insights and recommendations presented to leadership.
Inside the control room
Explore the decisions as if you were in the account. Headline results are documented; operational detail is a coherent reconstruction.
CRM · Klaviyo
Klaviyo — from capture to revenue
Once Meta or Google captures the lead, everything happens in the CRM: clean the database, segment it, automate abandonment, then send the right campaign to the right segment.
Simulated data, consistent with documented results — not an account export.
- 01Acquisition
- 02Capture
- 03Segmentation
- 04Automations
- 05Campaigns
- 06Revenue
Leads captured by Meta and Google enter Klaviyo, get segmented, are handled by flows, then addressed by campaigns.
This is the only documented figure in this section. Recipients, rates and attributed revenue below are reconstructions.
- Lead
- Prospect
- Buyer
- Repeat buyer
Leads — Style guide / acquisition
Fed by Meta and Google
- Simulated size
- 2,700 contacts
- Engagement
- 46.2%
- Source
- Meta Ads + Google Ads
- Last activity
- 2 h ago
Definition
People who requested the style guide and have not ordered yet.
Entry rule
Guide form submission, from the Meta Lead Generation campaign or the Search lead-capture campaign.
The levers started working together again.
ROAS
New purchase-focused campaign featuring high-intent offers.
Business impact+36%Revenue +25%Orders +22%Conversion rate
What I led: tracking, media strategy, allocation, campaigns, lifecycle and executive recommendations.
This case demonstrates a transferable method.
The product changes. The growth logic remains: instrument the full journey and optimize value, not just the click.
E-commerce
VisitProduct viewAdd to cartCheckout startedOrderRepeat purchase
- 01Diagnose before execution
- 02Reliable measurement
- 03Profitable paid media
- 04Lifecycle / CRM
- 05Full-funnel vision
- 06Business-language decisions