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Measurement strategy
Translate business goals into events, KPIs, attribution rules and reporting responsibilities.
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Performance marketing is a management system, not just a collection of advertising channels.
The useful question is not which platform generated the cheapest conversion. It is which acquisition path created the strongest business outcome after quality, delay and downstream value are considered.
I help define the measurement model, align KPIs with the actual commercial objective and identify where acquisition data becomes unreliable or misleading.
From campaign structure to landing-page behaviour and reporting, the goal is to create a practical cycle of measurement, learning, prioritization and controlled experimentation.
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Scope of work
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Paid acquisition review
Evaluate channel, campaign, audience, creative and placement performance.
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Funnel diagnostics
Find conversion friction between ad click, landing page, registration, lead and paid action.
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Attribution and data quality
Review pixels, postbacks, tagging, event definitions and platform discrepancies.
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Experiment design
Create hypotheses with clear success criteria, minimum data requirements and stop rules.
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Growth reporting
Build decision views around marginal efficiency, cohorts, profitability and scale.
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What the engagement can deliver
KPI and event framework
Acquisition and funnel audit
Attribution risk assessment
Prioritized experiment roadmap
Reporting structure
Ongoing performance review option
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A practical working process
STEP 01
DiscoveryDefine the problem, business model, systems and decision required.
STEP 02
Data reviewInspect campaign data, tracking, workflows and relevant commercial context.
STEP 03
Action planPrioritize fixes, tests and implementation requirements by impact.
STEP 04
ExecutionSupport implementation, validation and the next optimization cycle.
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Who this is for
Designed for businesses that need senior analysis without agency theatre.
The format works for SMEs, digital businesses, affiliate-led operations and teams preparing to hire or reorganize their internal performance function.
A combination of marketing, AdOps and technical tracking logic.
My approach combines commercial interpretation with operational detail. This matters when the issue is not only ad strategy but the way campaigns are configured, data is passed and decisions are communicated.
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Frequently asked questions
Is this the same as hiring an advertising agency?
No. The work is independent consulting and implementation support, not a bundled media-spend agency model.
Can you review Meta and Google activity?
Yes, together with the surrounding tracking and funnel context needed to interpret platform metrics correctly.
Can you help define a performance marketing role?
Yes. The audit can include responsibilities, reporting cadence, skill requirements and hiring priorities.
Do you serve companies outside Amsterdam?
Yes. The consultancy is based near Amsterdam and works throughout the Netherlands and internationally.
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Related specialist services
Loskutov Digital Solutions
Contact
Describe the business, current traffic or campaign setup, and the decision you need help making.