I started by running ads. I stayed because the data was lying.
I'm Ariful Islam, a computer engineer by training. I spent years as a freelancer on Upwork, running Google and Meta ads and fixing tracking for 300+ clients across 1,000+ projects. Four years ago I turned that into an agency: Tracking Consulting, now a 10-person team.
- 2022agency founded
- 10people on the team
- 300+clients served
- 1,000+projects delivered
From media buyer to tracking specialist
- 2019 · FREELANCE
Freelancing on Upwork
Running Google and Meta ads for ecommerce brands and local businesses worldwide. Over the years: 300+ clients, 1,000+ projects, $200K+ earned and Top Rated Plus.
- THE PROBLEM
The ads worked. The data didn't.
Pixels fired twice. Purchases went missing. Attribution changed every week. Instead of blaming the platforms, I went into the tracking layer, and the real problem was there.
- THE SHIFT
GTM, server-side, CAPI, GA4
Clients started hiring me only to fix tracking. Every time the data got cleaner, campaign performance improved with it.
- 2022 · THE AGENCY
From freelancer to agency
Demand outgrew one person. I stopped freelancing and founded Tracking Consulting, so clients get a full team: tracking, media buying and reporting, with me still leading.
- TODAY
Four years in, 10 people
Clients work with the agency directly. Tracking first, then paid media on numbers that hold up, with Ariful still running every audit.
Tracking breaks in code. I read code.
Ariful is a computer engineer, with a diploma, a bachelor's and a master's in Computer Science and Engineering. Most tracking problems aren't marketing problems. They're JavaScript, server, webhook and API problems. Because he writes code, he can see exactly where the data breaks and fix it at the source.
- DIPLOMAComputer Science & Eng.
- BACHELOR'SComputer Science & Eng.
- MASTER'SComputer Science & Eng.
WHAT THAT MEANS FOR YOU
- JSDebugs the site, not just the tag manager. dataLayer, checkout scripts, SPA routing and race conditions.
- APIWrites server-side code. Webhooks, custom sGTM templates and Cloudflare Workers when a plugin isn't enough.
- DATAReads raw events. BigQuery, server logs and API responses, not only dashboards.
- ALGOKnows what the algorithm needs. Smart Bidding and Meta's delivery learn from events, values and match keys. An engineer knows exactly which signal is missing, and why the algorithm stalls without it.
- FIXFixes the cause, not the symptom. So the same problem doesn't come back next month.
Google and Meta don't guess. They learn from the data you send.
Smart Bidding and Meta's delivery system are machine-learning models. Feed them the wrong events, missing values or anonymous data, and they optimize toward the wrong people. As an engineer, Ariful knows exactly what each model needs, why it needs it, and what makes it stall.
| THE ALGORITHM NEEDS | WHAT ARIFUL MAKES SURE OF |
|---|---|
| 01One clear goal | Exactly one primary conversion per campaign. No GA4 imports and Ads tags both counting, no ghost actions, no micro-events pretending to be sales. |
| 02Enough examples | Every real sale or lead reaches the platform, server-side, so campaigns get the volume they need to leave the learning phase. |
| 03A real value | Revenue, margin or lead value on every conversion, with refunds and cancellations sent back, so bidding favours what is actually worth more. |
| 04To know who converted | Hashed email and phone, fbp and fbc, gclid and ttclid on every event, so the platform can match a conversion to a real person. |
| 05Data on time | Events sent in real time with the right timestamp and order ID, so the model learns from today, not last week. |
| 06Consent signals | Consent Mode v2 sent with every event, so the platform can model users who said no while staying compliant. |
| 07Stability | Changes made in planned steps, not daily, so the model is not reset back into learning every few days. |
WHAT AN ENGINEER WON'T DO
- Optimize for page views or add-to-carts when you want sales
- Let the pixel and server both count the same conversion
- Change bids and budgets every day during learning
- Send leads without their outcome from the CRM
“The algorithm isn't magic. It's a model that learns from examples. My job is to make sure every example it sees is real, complete and worth learning from.”
Five rules we work by
Don't scale spend on numbers you can't trust
More budget on broken tracking just loses money faster.
Tracking and ads are the same problem
The people fixing your CAPI should understand what it does to bidding.
The client knows the business best
We bring data. You bring margins, customers and context. The plan needs both.
Prove it against your own records
Platform dashboards are opinions. Your orders and CRM are the truth.
Be clear, not clever
Plain language, written reasons for every change, and no lock-in.
Ten people. Everyone reports to Ariful.
Small enough that you always know who is in your account. Big enough that tracking, media buying and reporting each have a specialist.
- LEADERSHIP1
Ariful Islam, founder
Runs every audit, sets strategy, joins monthly reviews.
- TRACKINGspecialists
GTM, server-side & QA
Server containers, dataLayer, CAPI, Enhanced Conversions and validation.
- PAID MEDIAspecialists
Media buyers
Google, Meta, TikTok, Microsoft and Snapchat, managed day to day.
- ANALYTICSspecialists
Reporting & attribution
Reconciliation with your orders or CRM, dashboards and monthly reports.
Why I still run every audit myself
Every week I see the same thing: a business spending real money on ads, and nobody can say for sure which of those ads made them money. Not because people are careless, but because the tracking underneath quietly broke a long time ago.
I started as a media buyer, so I know how it feels to defend numbers you don't fully trust. That's why I still run every audit myself. The first 30 minutes decide everything that follows, and I don't want that to be someone's first week on the job.
We're not the biggest team, and we don't want to be. We want to be the team that tells you the truth about your data, plans with you instead of for you, and is still working with you a year from now because the numbers hold up.
If that sounds like what you need, book a call. If we're not the right fit, I'll tell you, and point you to who is.
Ariful IslamFounder, Tracking ConsultingThe whole stack, from tag to invoice
Most agencies know ads or tracking. We do both, plus the CRMs and stores where the real numbers live.
TRACKING
- Google Tag Manager
- Server-side GTM
- Stape
- dataLayer
- Consent Mode v2
- Webhooks
AD PLATFORM APIs
- Meta CAPI
- Google Enhanced Conversions
- TikTok Events API
- Snap CAPI
- Microsoft UET
- X CAPI
ANALYTICS
- GA4
- BigQuery
- Looker Studio
- Attribution
STORES & CRMs
- Shopify
- WooCommerce
- BigCommerce
- HubSpot
- GoHighLevel
- Salesforce
- Klaviyo
Businesses that answer to revenue
Ecommerce & DTC
Stores scaling on Meta, Google and TikTok who need purchases that match the store.
Lead gen & B2B
Teams who need ads to optimize for qualified leads and closed deals, not forms.
SaaS
Trials, demos and subscriptions tracked from click to paid.
Local & service
Clinics, home services and professionals tracking calls and bookings.
Agencies
Marketing agencies who need a reliable tracking partner for their clients.
Clear, fast and on your schedule
We're based in Dhaka and work across time zones. You'll always know who is in your account and what changed.
- CHATDirect line. WhatsApp or Slack with the people doing the work.
- VIDEOLoom walkthroughs. Every handover and major change, recorded so your team can rewatch.
- WEEKLYWritten updates. What changed in your accounts and why.
- MONTHLYReview calls. Results, tests and next steps, with Ariful.
- ACCESSYou own everything. Ad accounts, GTM, hosting. Revoke our access any time.
Your clients' tracking, done by specialists. Under your brand.
Many agencies use us as their tracking team: we audit, build and validate, and you keep the client relationship. Consistent match quality across your whole book of clients.
Talk about white-label →Don't take our word for it
Before founding the agency, Ariful freelanced for 300+ clients. These reviews are word for word from that time.
StapeCertified
Google AdsCertified
Google AnalyticsCertified
Meta AdsCertified
TikTokCertified
Agency since 202210-person team
“Really thorough breakdown of tracking issues on our website, and explaining server side tracking, he was able to resolve the issue and get us back on track. I would highly recommend Ariful for any tracking issues you may be having.”
“Mr. Arif managed our custom conversion very well through Stape.io and GTM. He tracked everything meticulously. His communication and dedication to work are remarkable. I highly recommend him.”
“Arif demonstrated an extraordinary level of skill and expertise in everything related to conversion tracking. He delivered some efficient solutions for us. We will want to keep working with him in future projects. Highly recommended.”
Ask Ariful on WhatsAppDhaka, Bangladesh. We work remotely with clients worldwide and plan calls around your time zone.
Yes. Every free audit call is with Ariful. The team then handles implementation and day-to-day work, with Ariful reviewing.
No. Ariful built his reputation freelancing on Upwork, but since 2022 clients work directly with the agency. The Upwork reviews are still public if you want to check them.
Book a free 30-minute audit call. You get a written audit within 24 hours, then decide if you want us to fix or run anything.
Talk to Ariful about your tracking and ads
We look at your setup together on the call. Within 24 hours you get a written audit and a prioritized fix list you can hand to any developer. Not a fit? We'll say so.
