Traffic is easy. Signal is the hard part.
The Signal Engine is the working model behind every engagement: capture clean signals, feed them back to the platforms, and let optimisation run on facts instead of assumptions.
Free, 30 minutes, no obligation. I only need view access to look at your account.
The lanes
Every channel feeds
one measurement layer.
Ad platforms optimise toward whatever you tell them is valuable. If the events are duplicated, missing or firing at the wrong moment, the algorithm learns the wrong lesson and spends accordingly. The lanes below are the order the work is built in.
The Signal Engine
From ad click
to business outcome.
The campaign is only one part of the system. The goal is to understand what happened after the click — and use that information to make the next decision better.
S1
Traffic sources
- Meta
- TikTok
S2
Measurement layer
- Pixel
- GTM
- CAPI
- GA4
S3
Decision layer
- Attribution
- Funnel analysis
- CRO
- Testing
S4
Business outcome
- Leads
- Bookings
- Signups
- Purchases
signal_pathclick → event → attribution → decision → outcomeengine activeProof
What a measurement-first rebuild looks like.
564,959
events tracked in one GA4 measurement rebuild
$205K
revenue attributed in that engagement
−74%
cost per lead on one LinkedIn InMail campaign
Documented results from previous roles; past performance is not a guarantee.
Put it to work
Where the Signal Engine shows up in the services.
Conversion tracking
Clean, deduplicated events for Google Ads, Meta and GA4, validated against your own records.
Meta Conversions API
Server-side events with shared IDs so Meta can trust and optimise on them.
Google Tag Manager
A documented container and data layer that makes every downstream tool reliable.
