Portfolio

Work that shows how the thinking goes.

Detailed walkthroughs of the kinds of projects I take on — what the problem looks like, how I approach it and what gets delivered.

About these projects. The projects below are demonstration projects, built in demo environments to show my approach in detail. They do not represent real clients, real data or real results. Client case studies are only published here with the client’s permission.

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Demonstration ProjectTracking
Advanced E-commerce Tracking with GTM & GA4
A complete GA4 e-commerce measurement setup for a demo online store — from data layer design to validated purchase events.
- Event architecture
- Data layer
- Product events
- Add-to-cart events
View case study
01 Browser
Meta Pixel + web GTM
02 Server GTM
Server container
03 Meta
Conversions API
Demonstration ProjectServer-Side
Server-Side Tracking with Meta Conversions API
A server-side GTM architecture that sends consent-aware, deduplicated events to Meta through the Conversions API alongside the pixel.
- Browser events
- Server container
- Meta CAPI
- Event matching concepts
View case study
oravelle-dental.example
Demonstration ProjectDevelopment
High-Converting Lead Generation Landing Page
A mobile-first landing page concept for a service business, with a short lead form and conversion tracking built into the page.
- Desktop design
- Mobile design
- Page structure
- Lead capture form
View case study