Michel Brok 🎯

Tracking Architects

Tracking Architects empowers eCommerce and funnel website owners to maximize revenue from their marketing efforts through advanced server-side conversion tracking and data analytics.

Eigenaar

Team6

Team6 helps FMCG and retail businesses to improve business performance with data. Our focus is to make strategies work by bringing ways of working, data and technology together.

Founder

A.S. Watson Group

Helping the marketing team to use data to 1) make better decisions in target audiences, offerings and content and 2) increase relevancy and therefore increase customer lifetime value. 

Results:

- Created and implemented the CRM Data Strategy
- Implemented cross-functional CRM data team
- Implemented the CRM data-driven process
- Implemented algorithms for optimizing promos

Data Lead CRM a.i.

Danone

Leading 2nd Digital Transformation wave of the Dutch CBU for all Danone brands (dairy, plant based, medical & baby). Build the data foundation to take better decisions and actions to drive business value for the CBU.  

* Developed the data strategy and roadmap together with senior management
* Build the cross-functional data team overseeing data analytics, data science, architecture and platform
* Managed the local data platform and architecture (Azure) implementation
* Managed the integration of all digital channels in Azure data lake
* Delivered 3 use cases: customer 360 together with CDP, Marketing Mix Modeling & MROI (causal attribution)

Head of Data

Leading the Digital Transformation for the Benelux BU with focus on improved customer experience. 

* Building the digital environment and BU digital capabilities
* Transforming marketing strategy and operating model
* Shape and build the marketing technology stack, integrate within marketing operations
* Delivering and activation of digital products & services
* Leading design, experience, digital product & engineering teams

Head of Digital

E.ON

Responsible for e-commerce and digital marketing for the residential, SME market and large enterprises.

* Development and implementation of the digital transformation roadmap for the Benelux cluster
* Development and execution of the digital marketing & e-commerce strategy to drive brand awareness, customer acquisition, retention and NPS 
* Marketing technology: implementation of the Adobe CMS and migration existing digital platform, implementation of the customer self-service portal and connection between digital platform and SAP
* Management and optimization of traffic channels  SEA, SEO, affiliates, retargeting campaigns, display advertising and online partners
* Management and optimization of webconversion with A/B testing, data analytics and UX-optimization
* Implementation of the E.ON self service portal to increase self service and drive NPS and decrease costs
* Implemented Lean wow and performance driven mindset
* Managing and coaching multi-disciplinary online team (4 fte)
* Operational excellence day-2-day optimization working method

Team Manager Online Marketing

Essent

Responsible for online sales and lead generation for residential and SME market.

	Defined and implemented annual online sales plan, defined targets, budgets and weekly sales forecast
	Accelerated performance based sales & lead generation by optimize traffic sources (display advertising, SEA, SEO, affiliates) and CRO for Essent.nl. Managed referral and price comparison websites
	Implemented marketing campaigns ATL/BTL in online channels in collaboration with marketing and sales department 
	P&L responsible for digital sales

Digital Marketing Manager

Tribal

Helping clients driving business growth with developing and executing online marketing strategy focussed on increasing website traffic and conversion optimization.   

	Development and implementation of new online advertising campaigns to increase numbers of leads and / or sales
	Managed and optimized existing SEA and SEO campaigns
	Aligned projects with usability and web analytics experts 
	Evaluated campaigns by analysis with Google Analytics
	Reporting to customers and team lead

Online Marketing Consultant

Lensvelt Medical

Improving company awareness and developing customer service proposition to support customer acquisition and relationships.


	Development and implementation operational marketing plan
	Coordinated and implemented marketing activities such as product / price promotions, trade fairs, managed and implemented online advertising campaigns, website optimization and e-mail marketing
	development of services products and related concepts and responsible for activation via website, sales channel and fairs

Marketing Specialist

Marketing Automation & Data Expert | Helping retail & CPG to drive customer engagement at scale.

Business & Agency Owners – Listen Up:

The #1 reason your ad campaigns hit a wall?

INACCURATE DATA.

It’s the frustration holding back ambitious advertisers like you — those who are ready to scale but can’t break through.

At this stage, you’re trying to lower ad costs and increase value. But if the data you rely on is off, making the right decisions becomes nearly impossible.

Here’s the real issue:

Inaccurate data doesn’t just impact your decisions — it also sabotages the advertising algorithm.

The better your data, the better the algorithm can identify your best customers.

But getting accurate data and conversion tracking right is easier said than done.

That’s where the Data-Driven Scaling Formula comes in — putting accurate conversion tracking at the core of your strategy.

The Data-Driven Scaling Formula empowers ambitious business owners like you to scale faster by leveraging the right data at the right time.

The formula is made up of three key parts:

	1.	Enhanced Performance Tracking: Best-in-class server-side tracking combined with smart data usage throughout the entire customer journey. This ensures both you and the advertising algorithm are making better decisions and taking smarter actions.

	2.	Precision Algorithm Training: Fueling your advertising algorithm with high-quality data to significantly improve targeting. Now, you’re only spending money on customers who bring real value.

	3.	Transform Data into Growth: Gain control over your business’s growth by understanding what works — and what doesn’t — in both marketing and sales.

Curious about how we’ve helped others scale smarter?

Send me a DM, and let’s chat!

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Hi, I’m Michel – The Conversion Tracking Guy.

With over 18 years in Digital Marketing, I’ve witnessed firsthand how advertising platforms and marketing systems are becoming increasingly data-dependent. Yet, proper conversion tracking and data architecture are often overlooked because they seem complex or costly.

I’ve helped over 250 business owners unlock the full potential of their marketing with server-side tracking and analytics. In almost every case, the results were clear: a significant boost in performance.

Let’s talk about how accurate data can transform your business.

Co-Founder

AldrichX is a data-driven marketing agency that helps 6+ figure fashion eCommerce brands to grow their business whilst they can keep focussing on building their brands.

Ecom subscription sellers: 

Stop wasting your Meta Ads budget on returning customers.

Such an easy fix, yet almost nobody does it.

Every major Ecom platform already gives you the parameter you need, you just have to plug it into your tracking setup.

Once you tell Meta who’s new vs returning, everything changes:

- Cleaner attribution
- Less wasted spend
- Better audience signals

More budget going to actual new customers

Meta can’t optimize for what you don’t tell it, give it the right data, and it will find the right people.

Want help setting it up? 

You know where to find me ;)

Michel Brok

I train your ad algorithms to find your best buyers. Accurate conversion tracking + smarter buying signals = higher ROAS.

You’re launching the Black Friday campaign with sweaty palms…
…and your developer just deleted the tracking code 😭

Always check  tracking first before launching  new campaigns:

1. For Meta, use the Meta Pixel helper tool
2. Google Ads, check the Google Tag Assistent

Still not sure if everything is working?

DM me😀

Shopify Analytics sucks.
Tracking breaks.
And “Direct” suddenly looks like your best-performing channel.

But here’s the thing, it’s not Shopify’s fault, it’s Consent Mode.

When a user doesn’t accept cookies, Shopify simply stops tracking.

No pageviews.
No addtocarts.
No purchases.
No channel.

Which means your data becomes… well, kind of useless.

Another place where tracking seems broken 🤯

So what are your options?

1️⃣ GA4 server-side setup with Consent Mode
2️⃣ Triple Whale

Both have their pros and cons, ut they’ll give you a much clearer picture of what’s really happening, even when users don’t consent.

What are you using right now to close this gap?

Helping agencies deliver better client results — with accurate tracking, stronger algorithm signals, and actionable ad dashboards

People don’t want to spend a dime on conversion tracking.
But they’re happy to invest in “algorithm training.”

Most advertisers still think tracking is just a fix.

It’s not, it’s the foundation for growth.

Better tracking doesn’t just lead to better decisions....
it sends better signals to the algorithm about who buys and who doesn’t.

Imagine being able to tell Meta or Google exactly who to target, that’s what accurate tracking really does.

Curious how accurate your tracking really is.
You know where to find me. 😉

“Our Google Ads spend doubled… but sales didn’t.”

Not funny when you’re managing a €600K budget.

Turns out, Google was seeing fake purchases.
So it kept spending like crazy because performance looked great.

What happened?
After a website update, purchase events started firing twice.

The algorithm thought it was crushing it.

That’s why you always audit your tracking after any major change:

- Review tracking codes
- Test if purchases fire correctly
- Monitor data closely the first few days

Nothing’s more painful than spending big…
and realizing you’ve been optimizing on fake results.

Proud that TrackingArchitects is one of Stape’s Top Partners.
And it’s more than just a badge.

Because my clients now know:

> I’ve done more than enough tracking implementations to handle any setup
> They can rely on an extra pair of expert eyes when accuracy matters most
> I follow a structured process to deliver the highest quality

It’s always great to be recognized, 
but even better when it helps my clients scale with confidence.

How’s your tracking going? 👀

70% of your Google Ads leads are spam.
Real problem? You keep feeding Google… spam data.

So Google thinks those fake leads are exactly what you want, it finds you more of them.

Meanwhile, the good leads?
Google has no idea what they look like.

Here’s the fix:

- Mark qualified leads in your CRM
- Setup offline conversion tracking 
- Activate Enhanced Conversions
- Gather data in Google Ads 

Make the switch when everything looks good and feed Google with signals from high quality leads. 

Better signals = better leads

Still getting mad when I see this. 

You're spending 100k monthly on Ads and using a free tracking plugin 🤯 

Audited an e-commerce brand this week.
Meta was their ONLY growth channel.
Big budget. Big ambitions.

But they were only sending 60-70% of their data back to Meta.

Why?

The Facebook app in Shopify was not tracking all data. 

And then they wondered why:

> ROAS was unstable
> Scaling didn’t work
> Meta was “inconsistent”

The algorithm can’t optimize on blind spots (and it's getting worse).

So we fixed it:

+ Implemented a real data layer
+ Added server-side tracking
+ Passed email, phone, location
+ Captured click IDs

Result? 20-30% more conversions. Instantly.

DON’T save on tracking please 🙏

Meta and Google Ads numbers seem off… and you’ve already tried everything:

- Free plugins
- Agency experts
- YouTube tutorials
- Cheap freelancers
- In-house developers
- A fresh Google Tag Manager setup

But still, after 6 months you’re staring at numbers that make zero sense whilst your competitor absolutely crushing it.

Let's end this frustration once and for all.

Hire a tracking expert or agency, ask them:

1. How many times the've done the setup you need
2. How they measure accuracy and how to optimize for
3. If they have a 'second-pair-of-eyes' mechanism
4. What their monitoring process is

Time to stop doubting and start scaling with confidence.

B2B | Sales-Led | Cybersecurity

Defining and executing Go-to-Market strategies for KPN's cybersecurity & networking product portfolio in Large Corporate Enterprise market

Senior GTM Manager

Villa del Valle

Transformed an old Spanish finca in the Costa Blanca region into an authentic holiday retreat. Opened its doors in April 2024. 

Tucked away between the luscious nísperos trees lies Villa del Valle. A rustic holiday retreat in the valley of Callosa d’en Sarrià where peace and calmness are key. 
A house that can easily be called your holiday home to enjoy with friends and family up to 8 people.

Check our website for more info on the surroundings, the villa (obviously) and booking details.

Owner

Scribbr

B2C | Product-Led | EdTech

As an EdTech frontrunner, Scribbr is guiding millions of students in their academic (AI) writing by providing award-winning products. Scribbr was acquired by Learneo and is now part of Quillbot. 

- Member of Scribbr's Leadership Team
- Tripled the Marketing team in size and repositioned its role within the company
- Defined new KPI and OKR structure
- Shifted to full Marketing funnel focus: extra care for CRO by building a Growth team
- Implemented Marketing Automation tooling, strategy & launched first automated flows
- GTM strategy for launch of new AI product
- Marketing integration projects with other Learneo brands

Head of Marketing

Wurtz

Among past gigs are Mysteryland, Solar Festival, Valtifest and Amsterdam Open Air.

For more information about me as a DJ, check out my Soundcloud.

B2B & B2C | Saled-Led | FMCG

- Led the Digital Transformation program across Danone brands focusing on Omnichannel Engagement and Marketing Technology innovation
- Reported to Benelux Leadership Team, while partnering with mainly Sales and Marketing departments

Digital Transformation Lead

B2B(2C) | Sales-Led | Pharma

- Built Digital Marketing team for the Specialized Nutrition organization
- Implemented new Marketing Technology stack: CMS, Email, PIM, DAM, data & analytics tools
- GTM strategy and execution for multiple products in collaboration with Brand Marketing
- Digital Platform strategy and execution: content marketing, UX & design in collaboration with agencies
- Channel activation: social (e.g. LinkedIn and X), SEO & SEA
- Email Marketing: launched Email Marketing tooling and first automated flows
- eCommerce strategy for Belgian market
- CRM & customer profiling by building top-notch platform for HCPs

Head of Digital Benelux

Digital Marketing Manager Benelux

BearingPoint

B2B & B2C | Retail, FMCG, Banking, Insurance, Utilities & Telecom

As a Senior Consultant within Digital & Strategy team, I had a strong focus on projects regarding Digital transformation & strategy in B2B and B2C. I was helping clients to make the right strategic choices based on ex-/internal Digital Marketing developments and by guiding them through their Digital transformation.

Senior Consultant Digital & Strategy

Consultant Digital & Strategy

Analyst Digital & Strategy

DPA Group N.V.

As a side job during my studies, I was part of the Business Development team. My main goal was to create new business opportunities for DPA's consultants within all disciplines. 

Award: Most Business Leads 2011

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Michel Brok 🎯

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