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TRACKING SPECIALIST — BARIS ASA · LONDON
Synctag
Start the check → TRACKING SPECIALIST — BARIS ASA · LONDON

Broken tracking leaves evidence.

I'm Baris. For eight years I've been called in when the numbers stop making sense: GTM, GA4, server-side, consent. I document what I find, fix it, and file it. Below: three exhibits from the archive.

8 years hands-on 19 documented faults 5 conference talks
EXHIBIT A

The attribution that went dark

Cybersecurity firm · the sales kept counting, the credit went missing

CASE 047
ga4 · conversions by source / week reconstructed · client data anonymised
80 40 0 w1w6w12 total direct / none real channels total never moved → nobody looked real channels flatlined, direct swallowed the credit fix deployed here
Finding
A tag migration dropped the gclid and UTMs in transit. GA4 kept counting the sales, it just filed them all under direct / none. The total never moved, so for six weeks nobody looked. F-204
Fix
Tracking, attribution and conversion data restored end-to-end; container rebuilt and documented.
Statement
“Exceptional technical accuracy and problem-solving… meticulous, and clear about every detail.”— Cybersecurity firm
EXHIBIT B

The purchase that fired twice

Luxury jewellery brand · Meta, Google, GA4 & GTM integration

CASE 052
tag assistant · event stream reconstructed · order ids redacted
#eventdestinationvalue
118view_itemGA4—ok
119add_to_cartGA4 · Meta£420ok
120begin_checkoutGA4£420ok
121purchase GA4 · Meta · Ads£420fired
122purchase GA4 · Meta · Ads£420fired again
same order counted twice → ROAS looked 2×. it wasn't.
Finding
A theme update double-injected the purchase tag: the same order, fired twice. With no shared event_id to dedupe on, Meta and Google Ads booked every sale double. F-101
Fix
One firing point, keyed on transaction_id; dedup keys shared across browser and server; GA4 reconciled with Meta and Google Ads.
Statement
“Thorough, efficient and exceptionally clear… went above and beyond the brief.”— Luxury jewellery brand
EXHIBIT C

The visitors who never existed

Composite case · ecommerce · consent mode misconfigured

PATTERN 03
eu traffic · measured vs real composite of recurring audits
before
banner blocks all tags
38% measured
62% invisible
after
consent mode v2
58% observed
+33% modelled
most of the “drop in traffic” was never a drop
Finding
Consent banner installed, Consent Mode never configured. EU customers were buying, invisibly. F-201
Fix
Consent Mode v2 wired correctly: 58% observed from consented users, the rest recovered by modelling, not guessing. Compliant under UK/EU rules.
Statement
I see this pattern in roughly half the containers I open. Yours is worth checking.
FINDINGS — ACROSS THE ARCHIVE

Nothing in these files failed loudly. The dashboards kept rendering, the platforms kept billing, the reports kept shipping. Broken tracking doesn't look broken. It looks fine. That's why it survives for months. The only reliable cure is someone who goes looking for the evidence.

SCOPE OF PRACTICE

What I take on

tracking & measurement, nothing else
  1. GTM & server-side Containers built, cleaned, documented. First-party where it pays. F-101F-401F-501
  2. GA4 & reconciliation Configured properly, with numbers that match your platform row by row. F-301U-001
  3. Consent Mode v2 Compliant under UK/EU rules, with modelled recovery instead of silent data loss. F-201
  4. Ad platform signals Meta CAPI, Google Enhanced Conversions and TikTok, deduped and reconciled. F-102F-401
  5. Ecommerce tracking The full funnel, end to end. See exactly where shoppers drop off. F-301
  6. Data (Looker) Studio Reporting your team will actually open, with one agreed definition per metric. R-501

Every engagement starts with a short scoping call, then a fixed quote. No drift, no surprise invoices. Most begin with a tracking audit. You deal with me start to finish: no juniors, no account layer.

PERSONNEL FILE

The operator

file ref. BA-01 · one on record
personnel record · the only operator on file photo on file · london, uk
Baris Asa — tracking specialist, London
B. ASA — FILE PHOTO
based
London, UK
since
2018 · 8+ yrs hands-on
stage
HeroConf · PPC Live · Search N Stuff
status
taking July work

The person you brief is the person inside your container.

Connect on LinkedIn ↗
METHOD

How a case gets worked

one chain of custody, documented at every step
chain of custody, four stages no step skipped
  1. 01

    Examine

    Tags, events, consent and data flows, inspected end to end. Nothing assumed.

  2. 02

    Document

    Findings written in plain language, with the evidence attached, like the exhibits above.

  3. 03

    Fix

    Rebuilt and tested in preview while you watch. Nothing ships unverified.

  4. Close the file

    Documented handover, so your team knows exactly what runs, and why. The file is yours.

CASE CLOSED every stage logged · B. ASA — LDN
SELF-CHECK

Examine your own numbers

five questions · one minute · a preliminary finding
intake form · remote pre-assessment answers stay in your browser, nothing is sent anywhere
Q1 / 5
OPEN A CASE

Suspect your numbers?
Let's examine them.

hello@synctag.co.uk

+44 7565 123426 · LinkedIn ↗ · London, UK · taking July work

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