Your Ad Account Is Optimizing Perfectly. Toward the Wrong Thing.

Meta, Google and TikTok only optimize against the conversions you tell them about. When that signal is wrong, every bid, budget and creative test compounds the error. I audit what your account actually measures against what actually happened in your business, then I buy media on numbers you can verify.

Apply for the Diagnostic

The Tracking & Attribution Diagnostic. $2,997. Fixed scope, written report, applied toward management if we work together.

Diagnostic reportSix layers

Event architecture

Every conversion event, what fires it, what it passes.

Browser and server signal

Pixel and Conversions API coverage, deduplication, match quality.

Reconciliation

Platform-reported against payments, CRM and fulfilled orders.

Optimization targets

Right event, right depth, enough budget to learn.

Attribution and journey

Click IDs and UTMs from ad to closed sale.

Spend leakage

Budget spent on signal the platform cannot learn from.

Recognize this

You Are Probably Living With at Least One of These.

Reporting

Your platform ROAS and your real revenue never match, and the explanation changes every month.

Lead quality

Cost per lead looks healthy while your sales team says the leads are poor.

Scaling

Raising spend past a certain point collapses results, and nobody can say why.

Accountability

Your agency or freelancer reports in the platform's numbers, never in yours.

History

Conversions jumped after iOS changes or a site rebuild, and nobody investigated.

Objective

You are optimizing toward a form fill, a registration or an add-to-cart, not toward revenue.

The gap

The Platform Says One Thing. The Bank Says Another.

Every ad account tells two stories: the one the dashboard reports, and the one your payments, CRM and fulfilled orders record. In most accounts I open, the two disagree, and nobody has reconciled them.

That gap is not a reporting nuisance. It decides what the algorithm learns. A wrong event, a duplicated purchase, an offline sale that never returns to the platform: the system does precisely what it was told, at full speed, in the wrong direction.

Ad click

Click ID and UTMs captured, or lost at redirect.

Browser pixel

Blocked, delayed or firing on the wrong action.

Server event

Missing, mismatched or counted twice with the pixel.

Platform learning

Optimizes toward whatever it was fed.

CRM and sales

Real outcomes recorded here, rarely sent back.

Revenue

The only number that is not an opinion.

Break points I inspect firstStages only as good as the ones before them

The method

Four Checks, in This Order. Creative Is Fourth.

Most media buyers open the creative tab on day one. I open it last, because creative testing on corrupted data produces confident, wrong conclusions.

Is the data real?

I reconcile what the platforms report against transactions you can verify: payments, CRM stages, delivered orders. I inspect the event architecture itself: browser pixel and server-side Conversions API coverage, deduplication, event match quality, parameter completeness, and whether offline or downstream sales ever make it back to the platform. Until this is resolved, no result is trustworthy.

Is the account pointed at the right event?

An account optimizing toward Complete Registration when the business needs a booked, showed-up call is doing a perfect job on the wrong target. Re-pointing the objective is the cheapest fix in paid media and the one most often missed.

Does the budget support that event?

Each optimization event needs enough volume to exit the platform's learning phase. When the budget cannot support a deep event, the fix is usually to optimize one step shallower and pass value upstream, not to raise spend you do not have.

Then creative and offer.

With honest measurement and a correct objective, creative tests finally return signal instead of noise. It is where I start spending your money.

Where most buyers start

Read what the full diagnostic covers

Results

Where the Problem Was, and What Changed.

Featured case

[PULL: case title, e.g. the tracking overhaul and server-side event rebuild]

[PULL: platform-reported vs verified figures, what was changed, outcome with date range and source label.]

Local fitness · Meta

10 to 100 enrolments in 30 days

Freedom Gym, New York · client-reported

Local radius targeting, a low-friction offer and automated speed-to-lead.

High-ticket coaching · Meta

27% reduction in acquisition cost

TNT Fit Pro, US · platform-reported

Account restructure, cold-traffic rework and mid-funnel retargeting.

Coaching and ecommerce · Meta

Coaching roster brought to capacity

Jaime O'Shea Fitness · client-reported

A paid acquisition layer and an application funnel on top of an existing audience.

Ecommerce apparel · Meta

$800 to $80,000 a month in six months

Click 2 Stitch · client-reported, high-season period

Unit economics rebuilt with a liquidating front-end offer, order bumps and post-purchase offers.

Every figure above can be opened live in the account on a screen share, with the date range visible. The caveat for each is on the Results page, because a number without its caveat is marketing.

The operator

The One Person Inside Your Account.

I'm Naved Farooqui. For more than ten years I have run paid media across ecommerce, high-ticket coaching, local services, fitness and B2B, almost always as the person inside the account rather than the person reporting on it.

I keep a deliberately small roster, because the work that matters happens inside the account every day.

See how I work

Fit

I Say No More Often Than I Say Yes.

Works well when

You spend $40,000 or more a month on paid media and have something that already sells.
You can give me real revenue, including returns and cancellations, not only dashboards.
You want one operator accountable inside the account every day.

Does not work when

You need creative production as well as media buying. I direct creative strategy; I do not shoot content.
You want results guaranteed in writing. Nobody who has done this seriously for a decade will offer that.
You are still testing an offer with no sales yet.

A mismatched engagement costs me more in reputation than it pays in fees. If I am not the right fit, the diagnostic will say so, and you keep the report.

The offer

The Tracking & Attribution Diagnostic

Read-only access to your ad accounts and analytics. Within 10 business days, a written report: what your tracking records versus what happened in the business, which events each campaign optimizes toward and whether they are correct, where spend is lost between click and conversion, and the three changes I would make first, with reasoning.

The report is yours. Hand it to any media buyer, agency or developer to implement.

See the full scope

$2,997

Fixed scope. Applied in full toward your first month of management if you engage within 14 days.

Written report across six layers
Your reported results against verified results, in currency
Prioritized fix list with reasoning
Recorded walkthrough of every finding

Apply for the Diagnostic Applications are reviewed personally. Not a fit means you hear that before any payment.

How it works

From Application to Answer.

Apply

Your spend, platforms, stack and what you want to know.

Accepted

If it is a fit, an invoice and an access checklist within one business day.

Access

Read-only access to ad accounts and analytics, plus a revenue export.

Delivery

Written report and walkthrough within 10 business days of complete access.

Decision

If you want me to run the account, the fee is credited to month one.

Find Out What Your Ad Account Has Actually Been Learning.

Apply with your monthly spend, platforms and stack. If it is a fit, you will receive an invoice and an access checklist within one business day.

Apply for the Diagnostic