Strategy, planning and activation begin with the role media needs to play: capturing existing demand, creating new demand, improving efficiency or testing a new opportunity.
Channel mix, campaign architecture, investment allocation and experimentation follow from that decision.

Tracking is treated as decision infrastructure, not as a reporting task.
Consent, first-party data, server-side tracking, conversion APIs, attribution and business reporting are designed and validated as one measurement system. The objective is to know which signals can be trusted, where gaps remain and how those limitations should affect optimisation.

A paid click is only valuable if the experience that follows answers the right questions and makes the next action clear. Strategy, copy, user experience, development and measurement are brought together across websites and landing pages, with testing planned from the outset.