11 Apr 2026

[Case Study] Rebuilding analytics for a multi-domain tourism SPA

A large-sized Italian tourism operator running hop-on-hop-off bus tours and experience bookings across three domains came to me with a common problem: their advertising platforms were not receiving reliable conversion data. Meta, LinkedIn, Google Ads, and TikTok dashboards told conflicting stories. Attribution was …

6 Mar 2026

[Case Study] Auditing Adobe Analytics data layers across 8 European markets: what I found

I audited the Adobe Analytics data layer implementation across 8 European websites of a major grocery retailer. Two different data layer architectures, inconsistent page type taxonomies, and diverging product data. Here is what a real-world multi-market audit looks like and what you can learn from it.