Pintu Dabhi

Server-Side Tracking & Audience Strategy Consultant

Freelancing Career • Freelance

Mar 2021 - Present • 5 yrs 5 mos

I implement server-side tracking and build the audience infrastructure that paid campaigns depend on, particularly for advertisers losing signal to iOS restrictions and ad blockers. Server-side implementation: • Server-side GTM containers on Google Cloud and Stape • Meta Conversions API — full CAPI setup with event deduplication against the browser pixel • Google Ads enhanced conversions and offline conversion imports • First-party cookie handling to extend attribution windows past browser restrictions • TikTok Events API and other platform-side endpoints where relevant Audience building: • Segmentation by purchase value, engagement depth and funnel stage rather than blanket "all site visitors" lists • Lookalike and Customer Match audiences built from CRM and high-LTV customer data • GA4 audience exports piped into Google Ads for cross-platform retargeting • Exclusion audiences to stop budget re-targeting people who already converted Selected results: • Recovered 31% of previously unattributed Meta conversions through CAPI with deduplication • Built a value-based audience structure that lifted retargeting ROAS from 3.2x to 5.8x • Cut cost per acquisition 22% by excluding recent purchasers from prospecting campaigns When browser tracking degrades, the campaigns don't fail loudly. They just quietly get worse.

Performance Marketing Specialist (Google & Meta Ads)

Freelancer.com • Autônomo

Dec 2019 - Present • 6 yrs 8 mos

I manage paid acquisition for eCommerce and lead-generation businesses across Google and Meta, handling everything from account build to scaling. What I handle day to day: • Google Ads — Search, Shopping, Performance Max and Display campaigns, from keyword research and structure through to bid strategy and budget scaling • Meta Ads — full-funnel Facebook and Instagram campaigns, audience testing, creative iteration and retargeting • Google Merchant Center — feed setup, disapproval fixes, and feed optimisation for Shopping and PLA performance • Measurement — GA4 property setup, GTM container builds, enhanced conversions, and server-side tracking so reporting matches actual revenue • Technical SEO — site audits covering crawlability, indexation, page speed and structured data Selected results: • Scaled a home decor store from 2.1x to 4.6x ROAS on $18,000/month spend over 5 months • Cut wasted spend 34% for a B2B services client by rebuilding search term and negative keyword structure • Rebuilt tracking for 12 accounts where conversion data was under-reporting, recovering visibility on 27% of conversions I work best with businesses already spending on ads who suspect the numbers aren't telling the truth.

Google Tag Manager Specialist (Technical Implementation)

Freelancing Career • Freelance

May 2019 - Present • 7 yrs 3 mos

I build and repair Google Tag Manager setups for businesses whose tracking has broken, drifted, or was never configured properly in the first place. Technical scope: • Container architecture — clean tag, trigger and variable structure with naming conventions that survive handover to another marketer • Data layer implementation — custom dataLayer pushes for eCommerce events, form submissions, and multi-step funnels, including working with developers to spec the requirements • Custom JavaScript variables for scraping values the platform doesn't expose natively • Enhanced eCommerce — full GA4 purchase funnel from view_item to purchase, with accurate item-level and revenue parameters • Consent Mode v2 setup for GDPR and regional privacy compliance • Debugging — Preview mode, Tag Assistant and network inspection to find why conversions fire twice, fire late, or don't fire at all Selected results: • Rebuilt a Shopify container firing duplicate purchase events, correcting a 41% revenue over-report • Migrated 9 accounts from Universal Analytics to GA4 with no gap in conversion history • Reduced tag load impact by 380ms on a site where 24 legacy tags were firing on every page Most tracking problems aren't a missing tag. They're a container nobody documented.