Free Tools
Small, sharp utilities from my consulting work, covering the parts of paid search and measurement that are easy to get quietly wrong — profit maths, GA4 configuration, AI search attribution, test sizing, and consent modelling. Free, no signup, and everything runs in your browser. No data is collected, ever.
Break-Even ROAS & Target CPA Calculator
Turn your gross margin, order value, and close rate into the numbers Google Ads never shows you: break-even ROAS, the target to give Smart Bidding, and the most you can pay for a lead or a click.
GA4 Event Name Checker
Validate event names from your measurement plan against GA4's rules before they ship — length, allowed characters, reserved names and prefixes, auto-collected collisions, and case-sensitivity traps.
GA4 AI Traffic Channel Builder
GA4's native AI Assistant channel doesn't include Perplexity, and default channel groups can't be edited. Build the custom channel group instead — source regex, Looker Studio filter, BigQuery clause, and the ordering step that decides whether it reports anything.
Incrementality Test Calculator
Before you withhold ads from part of your market, find out what the test can actually see: minimum detectable lift, the duration needed to catch the effect you expect, and whether a flat result would mean anything at all.
Consent Mode Modeling Checker
Consent Mode only recovers conversions above Google's thresholds — and GA4 and Google Ads use different ones. See which layers you qualify for, why the two reports disagree, and the settings that hide modelled data even when you do.
Need More Than a Calculator?
Phloz
For auditing an entire tracking stack — not just checking a name — I'm building Phloz: a platform that maps and visualizes your data flows from the browser through Google Tag Manager into GA4 and ad platforms, as interactive diagrams.