I trained as an accountant. BBA Honours in Accounting, Azam Khan Government Commerce College, under the National University of Bangladesh. In accounting there is one rule you never break: if the numbers don’t reconcile, you don’t publish the report. You find the discrepancy first.

When I moved into digital marketing in 2021, that rule was the first thing I noticed nobody was applying. Agencies were reporting 340 conversions from Google Ads while the client’s CRM showed 190, and everyone had quietly agreed to call the gap “attribution.” It usually wasn’t attribution. It was a purchase tag firing on page load and again on the thank-you redirect.

So I specialised. Google Ads and Tag Manager certification in 2021, GA4 in 2023, server-side tagging in 2024. Since then I’ve delivered 100+ tracking implementations and audits for brands on Shopify, WooCommerce, GoHighLevel, Webflow and custom stacks — and the accounting habit has never left. Every project I hand over ends with a reconciliation: platform numbers next to backend numbers, and an explanation for every line that doesn’t match.

That is the whole job, really. Marketing teams don’t need more dashboards. They need to be able to trust the one they already have.