Measurement work, told end to end
How I connect ad spend to real outcomes: offline conversion loops, attribution rebuilds, and the booking-system bug that was quietly costing patients. Client details are removed, the engineering is not.
The HIPAA Boundary in a Marketing Data Pipeline
A boundary you can show a compliance officer on one page
Where patient data stops and ad tech begins, drawn as an architecture: two zones, a scrub before load, and a table that physically cannot hold PHI.
The Marketing Pipeline That Re-Reads Yesterday
Reports that stop changing after you send them
Ad platforms restate history and CRMs edit rows late. The ingestion design that survives it: watermarks, per-source lookback, idempotent loads.
Offline Conversions: Google Ads to Real Patients
Google Ads bids on patients who show up, not form fills
I built an offline conversion loop that ties Google Ads spend to patients who actually showed up, using a HIPAA-conscious click-id-only upload.
Google Ads Attribution Rebuild: Clinic Case Study
Every booking and call keeps its real source, no double counting
How I rebuilt Google Ads attribution for a multi-location medical practice: bookings keep their source, calls carry a source, no double counting.
Case Study: Rescuing a Booking System That Failed Silently
Silent booking failures found and fixed, confirmations land
A clinic's online booking widget showed success while the backend failed. Here's how I reproduced it, found the identity collision, and fixed it.