15 years in performance marketing and lead gen across the EU (Italy, Germany, UK). Spent most of it buying media and running the tracking behind it: pixels, CAPI, consent setups, the data flow from ad click to CRM. Now I mostly look at why the numbers in the ad platform don’t match what the store actually banks. On Shopify that gap is usually a tracking problem hiding as a performance problem. Here to compare notes with people running real stores.