Skip to content
DigitalSquad
Measurement

Desmond Achebe

Analytics Lead

Desmond builds the measurement layer, and his standard is specific: reporting a CFO would sign off on. That usually means tracking the event that makes money rather than the event that is easiest to fire.

He led the engagement where switching a fintech client from application starts to funded accounts revealed three campaigns consuming 34% of budget at four times target cost — invisible for eighteen months under the previous setup.

He is the reason every implementation here is checked for event deduplication before anyone is allowed to celebrate a conversion increase.

Expertise

  • Server-side tracking and sGTM
  • Conversions API implementation
  • Attribution modelling
  • Incrementality testing
  • Unit-economics reporting

Credentials

  • Data engineering background
  • GA4 and GTM specialist

At Digital Squad since 2021

Written by Desmond

4 published reference pieces.

Measurement9 min

Server-side tracking, explained without the jargon

Browser pixels now miss 20–40% of conversions. Server-side tracking recovers most of it — and improves algorithm performance as a side effect. Here's how it actually works.

Measurement9 min

How to run an incrementality test

Attribution tells you which touchpoint came before the sale. Incrementality tells you whether the sale would have happened anyway — and the answers often disagree.

Measurement9 min

A marketing dashboard your CFO would sign off on

Marketing and finance argue about numbers because they're reading different ones. Here's the small set of metrics that ends that argument.

Measurement10 min

The channel you're about to cut is probably working

Attribution systematically under-credits the channels that create demand and over-credits the ones that capture it. That bias has a direction, and it decides budgets.

The rest of the squad

Everyone
Juno TakahashiCreative Director
Lena KowalczykHead of Lifecycle
Soren HalvorsenEngineering Lead
Petra NovakovicManaging Editor
Work with this team

The person who pitches you runs your account.

No bait and switch. You'll meet your whole squad by name in week one, and they'll be in a shared Slack channel with you.

Book my free auditSee the proof first