Analytics & attribution from zero

Context

Bizee (formerly Incfile) helps entrepreneurs form and run US companies. Revenue depends on two things working together: an order funnel that converts, and paid acquisition that brings the right people into it. I joined as a Lead Software Engineer working across both of the company’s main codebases: the order funnel and the marketing site.

Problem

Bizee needed product analytics it could trust: a clear view of how customers moved through the funnel, events solid enough to run experiments on, and accurate conversion signals for the ad platforms that drive paid acquisition. None of that existed in Amplitude yet.

What I did

Amplitude from the first event. I led the Amplitude implementation from scratch across both codebases. I audited and inventoried events across the two repositories so the funnel reads the same way everywhere, suppressed internal traffic so employees don’t skew the numbers, and made the SDK integration resilient.

Owning the tag layer. I took full ownership of Google Tag Manager and the paid-acquisition attribution layer:

• Meta Pixel and the Meta Conversions API.
• TikTok Advanced Matching with hashed user data, plus ttclid click-ID capture.
• Google’s iOS click identifiers (gbraid / wbraid) so iOS conversions are attributed.
• E-commerce events in GTM, with a QA gate so they can be tested in non-production environments without polluting real data.

Making it everyone’s tool. Data only matters if people use it. I became the company’s mentor for Amplitude, including for non-technical teams, and I guided the data team on configuration and data hygiene for experimentation, events, GTM, Google Analytics and Google Ads.

Outcome

• Bizee gained product analytics in Amplitude that it could measure and experiment on.
• Campaign scores improved on Meta, TikTok and Google Ads after the attribution layer went in.
• Analytics knowledge no longer sat with one engineer: technical and non-technical teams across the company learned to work with the same events.

Stack

• Amplitude
• Google Tag Manager
• Meta Pixel & Conversions API
• TikTok Pixel
• Google Ads
• Google Analytics
• Laravel
• Vue