Dan Truman

Analytics Director

Dan Truman

Dan is founder and director of Duga Digital, a specialist marketing measurement and attribution consultancy and a Google partner.

He has spent around 16 years in digital analytics, including as global Head of Digital Analytics at TUI, where he led measurement across 7 European markets. He also built the analytics service offering from scratch at Brainlabs.

His work focuses on server-side tracking, consent-driven signal loss and conversion measurement for brands where the gap between recorded and reported conversions has real commercial consequences.

Linkedin   Website

Session topic:

Winning Tracking, Winning Measurement, Winning Conversion: Fixing the Gaps Costing Your Paid Search

Paid search performance is being limited not by bidding or creative, but by the quality of the signal feeding the platforms. Consent rejection, browser restrictions, cookie expiry and incomplete conversion setups mean a substantial share of conversions never reach platforms, and the ones that do are often mismatched or delayed.

This session breaks down where signal is lost across the chain from tracking to measurement to conversion import, and what practitioners can actually do about it. It covers server-side tagging, Enhanced Conversions, consent mode and offline conversion imports, with a focus on which fixes deliver measurable uplift and which are noise.

Key Takeaways:

  • Understand where conversion signal is actually lost, and how to quantify the gap between what your site records and your ad platforms.
  • Apply a list of fixes, from consent mode and Enhanced Conversions through to server-side tagging and offline conversion imports, based on effort vs value.
  • Question vendor and platform claims about modelled conversions, attribution uplift and "recovered" data, with the right diagnostic questions to ask before committing budget.