Portfolio kompetencji Marcina Zycha dla stanowiska Senior Performance Marketing Specialist. 16+ years executing Meta Ads and Google Ads campaigns. I build a cross-platform attribution model (BigQuery + GA4) that shows real ROAS — not the one in Meta's report. Kluczowe wyniki: 16+ years of Meta & Google Ads campaigns, 5 EU markets simultaneously (ETOS), +23% effective ROAS after budget reallocation.
Agency reports beautiful ROAS. Sales stand still.
Meta and Google inflate their attribution. Budget decisions run on bad data.
16 years running campaigns independently. Data instead of platform reports.
Meta claims conversions closed by Google and direct. I build an Attribution Model (BigQuery + GA4) that shows each channel's real share.
iOS, ad blockers and cookie restrictions wipe out half of events. Without CAPI you optimize campaigns for noise, not signal. I configure and maintain CAPI as standard.
Awareness builds audience for Google and direct — but that's invisible in Meta ROAS. I manage the awareness/performance budget split based on the attribution model.
Claude + GPT-4 in daily work: reporting automation, ad-hoc analysis and anomaly detection. Hours of manual work turned into minutes.
I don't sell technology. I solve business problems.
Industries where I have documented results
Meta sales campaigns report ROAS that doesn't translate to actual sales
OMNIOXY S.A. · Meta Ads · 2019–2022
Standard Meta Lead Gen campaigns were generating a large number of leads, a significant portion of which were unqualified. This burdened the sales team and reduced closing efficiency. Goal: not more leads — only SQL.
Battery of tests: creatives with model profiles vs. product/offer visuals. Success criterion was not CTR or volume — only the qualification rate after passing through CRM.
Instead of LLA from the whole database — segments from sales-qualified leads and finalized transactions. Meta's algorithm targets profiles closer to real customers, not people clicking forms.
Cross-referencing Meta export (time of day) with CRM data → identifying windows where leads were significantly higher quality. Restricting emission during hours generating unqualified traffic.
From account audit to campaign scaling — each step has concrete deliverables
Campaign structure analysis, tracking, ROAS from cross-platform data (not Meta/Google reports). Identifying waste and quick wins.
Pixel validation, server-side CAPI configuration or repair, GTM. Without a good signal — optimization is blind.
Rebuilding the account from scratch: campaign structure, target audiences, awareness/performance split. I don't optimize a bad structure — I build a good one.
A/B testing of creatives and messages, bid management, pacing control. Decisions based on data, not intuition.
Cross-platform attribution in BigQuery or GA4 — to know what really drives sales. Budget allocation based on data, not platform ROAS.
BI dashboard with decision metrics. Scaling budgets based on data, not feelings. Weekly review with recommendations.
Positions and projects related to this area
Independent Meta Ads management across 5 EU markets (fashion/retail e-commerce). CAPI server-side, full funnels, cross-platform attribution.
Paid social in e-commerce, Meta campaign performance optimization.
Meta Ads Lead Gen B2B campaigns — optimizing for lead quality (SQL), not volume.
Building tools: BI, feed, LTV/CAC, profitability, omnichannel. 104 completed projects.
Key topics I cover before starting work together
Before every engagement I ask specific questions — to understand campaign status, measurement quality and expected results. The audit starts at the first conversation.
Book a free campaign audit (30 min) — I'll review account structure, tracking and attribution. I'll tell you what the agency does well, and what they don't.
I'll review account structure, tracking and attribution. I'll tell you what the agency does well, and what they don't.
Book a free campaign audit Download CV (PDF)
