What does a martech consultant do?

A martech consultant makes your marketing tools and data work together: analytics, tracking pixels, CRM, email platform and reporting. The goal is simple: numbers you can trust on what each channel costs and returns. Ralph audits your setup, decides what to fix or replace, and places the right specialist to put it right.

Signs your tracking and tools need attention

• Meta, Google and Shopify each report different revenue.
• Nobody trusts the numbers in the weekly meeting.
• You pay for tools nobody uses, and still export spreadsheets by hand.
• GA4 was set up once and never checked.
• You know revenue by channel but not contribution margin.

What's covered

GA4 and Google Tag Manager · Conversion tracking and server-side tagging · Attribution and incrementality testing · P&L review, unit economics and margin analysis · CRM and email platform integration · Martech audit and tool selection · Reporting dashboards · Automation

How Ralph approaches tracking and profitability

1. Audit. What's installed, what's firing, what's double-counted and what each tool costs.
2. Define. The handful of numbers that run the business: cost to win a new customer, payback period and contribution margin by channel.
3. Fix. A prioritized list of tracking and integration fixes, carried out by the right specialist.
4. Report. A simple dashboard your team will actually use, reviewed alongside spend decisions.

Why your platform numbers disagree

Every ad platform measures its own results, and each tends to take credit for the same sale. Your store records what actually sold. The gap between the two is where budget gets wasted. Ralph's job is to get you one view you can make decisions from, and to test where needed to see what each channel really adds.

Questions to ask before you buy another marketing tool

• What decision will this tool help us make that we can't make today?
• Does it connect to our store, ad platforms and CRM without manual exports?
• Who on the team will own it after setup?
• What does it cost at our size, and at twice our size?
• Can we get the same answer from tools we already pay for?

What you get

• An audit of your tracking, tools and their costs
• One agreed set of numbers for growth decisions
• Tracking and integrations fixed by the right specialist
• Reporting that ties marketing spend to margin

Questions about tracking and martech

Why don't my ad platform numbers match Shopify?

Each platform uses its own attribution rules and often claims a sale that another channel also claims. Your store reports what actually sold. A good setup reconciles the two and shows which channels add sales you wouldn't have had anyway.

Do I need GA4 if I already use platform reporting?

Yes. GA4 gives you a neutral view across channels that no single ad platform will. It also connects to Google Search Console and Google Ads for a fuller picture.

What is a martech audit?

A review of every marketing tool you pay for: what it does, whether it's set up correctly, whether it connects to the rest of your stack, and whether it's worth the money.

Can you help us work out profitability by channel?

Yes. Ralph helps you calculate contribution margin by channel, so budget decisions rest on profit, not revenue alone.

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