Tracking & measurement
GTM audits, GA4 events, consent wiring and server-side implementation. Establish what gets collected, find the gaps and make the setup maintainable.
Manchester, UK · Tracking & AI automation
Benjamin
Lievens.
I build the systems behind the work. Tracking that can be checked, and AI connected to the tools a team already uses.
Independent project work
Two ways I can help
AI & automation
Connect company data and existing tools around a useful process. Start with a defined task, test it with the people doing the work and document the handover.
Selected builds
What that looks like in practice
AI / In daily use
A connection to the live numbers
The platform connectors behind the team's analysis, and the review that still belongs to a person.
Tracking / In production
Following an event through the server
First-party collection, the path to Google and Meta, and the limits of moving tags off the browser.
Practical guides
A useful place to start
Tracking · Worksheet included
Check the journey from action to recorded event
A GTM audit sequence with evidence to collect and a way to record the findings.
Automation · Worksheet included
Decide whether a process is ready for AI
Assess access, ownership and review before committing to a pilot.
Experience
The agency work behind it
Head of Paid Media
Run the paid media function at a Stockport-based digital agency. Team of three, 15+ client accounts across Google Ads, Microsoft Ads, and Meta. Responsible for strategic oversight, team development, and client delivery.
Built custom tooling that automated account analysis, reporting, and feed optimisation across the full client base. Designed and maintain the server-side tracking infrastructure that supports delivery. Building a centralised analytics platform for cross-account performance management.
Rebuilt the agency's paid media scoping framework and pricing model. Designed a three-tier service structure to fix the gap between retainer value and actual delivery. Created the team's go-live SOP. Built the agency ICP from scratch. Contributing to wider company positioning and growth strategy.
Principal Consultant
Led paid media, SEO, content, and GA4 implementations. Managed campaigns across Google Ads, Microsoft Ads, LinkedIn, and Meta. Team of 3. Delivered QBRs and drove feed optimisation through DataFeedWatch.
Senior Paid Search Manager
Team lead. Owned GTM setups (GA4, Consent Mode, CAPI). Coordinated across media planning, SEO, and paid social. 15% ROI improvement over 6 months. Built Shopping feed structures delivering 100-300% ROAS increases for DTC clients.
Paid Search Lead
Promoted twice in two years. Built the team onboarding process from scratch. Ran client portfolios across retail, B2B, and lead gen. GTM, GA4, CRM integrations, attribution modelling.
The Hut Group · CTI Digital · The Garden
Four years hands-on across paid search, shopping, and display, including managing up to £100k daily spend at The Hut Group.
What I work with
Tools, measurement and teams
Paid media
Google Ads (Search, Shopping, PMax, Display, YouTube), Microsoft Ads, Meta Ads, LinkedIn Ads. Campaign architecture, bid strategy, feed optimisation via Merchant Center.
Tracking & attribution
GA4, Google Tag Manager (web and server-side), Consent Mode, Meta CAPI, BigQuery, attribution modelling. Built and maintain SST infrastructure.
Technical
Python, PostgreSQL, JavaScript, Docker, Nginx, n8n. Custom MCP servers, API integrations, Grafana/Prometheus monitoring. Self-hosted over SaaS.
Leadership
Team management, competency frameworks, SOP development, onboarding design, scoping models, ICP development. MSc Organisational Psychology.
Education
A background in psychology
MSc Organisational Psychology
Manchester, 2013MA Psychology (Upper 2:1)
Aberdeen, 2012Contact