Analytics
The Death of Last-Click Attribution: Why MER is the Future
Traditional attribution models are failing marketers. Learn how Marketing Efficiency Ratio (MER) provides a clearer picture of campaign performance and why it matters for scaling.
Available for Performance Marketing Consulting Engagements
Performance Marketing Consultant & Growth Marketing Consultant
Helping B2B & B2C Brands Scale Revenue Through
Data, Paid Media & AI-Driven Strategies
I'm Sanjib Roy, an independent performance marketing consultant and growth marketing consultant based in Kolkata, India. With 15+ years of experience, I help businesses scale through precision tracking, paid media optimization, advanced attribution, and AI-driven workflows. I turn data into revenue, not vanity metrics.
15+
Years Experience
B2B & B2C
Global Clients
ROI-First
Performance Framework
AI-Powered
Growth Strategies
About Me
Why Businesses Hire Me as Their Performance Marketing Consultant
I didn't become a performance marketing consultant to chase vanity metrics. I did it to understand how data actually turns into revenue. My goal is to bridge the gap between ad spend and profitable growth.
With over 15 years of experience as a digital marketing consultant serving B2B and B2C brands globally, I focus on the technical infrastructure that makes campaigns successful. Based in Kolkata, India, I work remotely with businesses worldwide.
As a growth marketing consultant, I leverage AI for predictive analytics, segmentation, and automated personalization to boost ROI in competitive markets. I focus strictly on ROI because, in this business, the numbers don't lie.
"The gap between a click and a conversion is where most budgets bleed out."
- Technical marketing infrastructure that actually converts
- AI-driven segmentation & predictive personalization
- MER-focused attribution — beyond last-click
- Funnel architecture with zero tolerance for leakage
- Global B2B & B2C campaign leadership
Consulting Services
Performance Marketing Consulting Services
Independent consulting services designed to scale revenue, optimize spend, and build sustainable growth systems.
Performance Marketing Consulting
End-to-end paid media strategy and optimization across Google Ads, Meta Ads, LinkedIn Ads, and programmatic channels. Focus on ROAS, POAS and profit-per-click.
Explore this serviceGrowth Marketing Consulting
Full-funnel growth strategy combining paid acquisition, conversion optimization, retention mechanics, and data infrastructure. Built for compounding revenue.
Explore this servicePaid Media Audit
A 10-day forensic teardown of your Google Ads, Meta and LinkedIn accounts. 40+ diagnostic checks. Prioritised remediation roadmap with dollar impact.
Explore this serviceGA4, GTM & Attribution
Advanced analytics implementation with GA4, Google Tag Manager, BigQuery pipelines, Enhanced Conversions, and data-driven attribution.
Explore this serviceServer-Side Tracking
sGTM on GCP or Stape, Meta CAPI, Google Enhanced Conversions and TikTok Events API. Recover the 25–40% of ad signal browsers are killing.
Explore this serviceConversion Rate Optimization
Full-funnel CRO — landing pages, PDPs, checkout, onboarding. 3–5 statistically-valid experiments per week with a compounding playbook.
Explore this serviceAI Marketing Consulting
Agentic AI, predictive LTV models, automated personalisation and creative-at-scale workflows built on your first-party data — not off-the-shelf tools.
Explore this serviceBased in Kolkata
Looking for a Performance Marketing Consultant in Kolkata?
On-site across Salt Lake, New Town, Park Street and Rajarhat. Same-day access — the local advantage no US or Bangalore consultant offers.
Ideal Client Fit
Who I Work With
As a performance marketing and growth marketing consultant, I work best with businesses that are ready to invest in data-driven growth infrastructure.
DTC & eCommerce Brands
Scaling customer acquisition profitably through paid media, improving attribution accuracy, and reducing CAC while maintaining or improving ROAS.
B2B Companies
Generating qualified leads through LinkedIn Ads, Google Ads, and programmatic channels. Building attribution models that connect marketing spend to pipeline revenue.
Brands Scaling Paid Media
Breaking through growth plateaus with advanced bidding strategies, creative testing frameworks, and data infrastructure that supports scale without waste.
Teams Struggling with Attribution
Fixing broken tracking, implementing GA4 and server-side GTM correctly, and building Marketing Efficiency Ratio (MER) frameworks for true performance visibility.
Founders, CMOs & Growth Leaders
Providing strategic consulting for marketing leadership teams who need a specialist operator to audit systems, design roadmaps, and execute high-impact changes.
Businesses Needing AI Integration
Deploying AI for predictive analytics, automated personalization, and intelligent campaign optimization to achieve growth beyond traditional manual tactics.
Not sure if we're a fit? Let's talk. Book a 30-minute strategy call to discuss your growth challenges.
Core Competencies
What I Deliver as Your Performance Marketing Consultant
Search Engine & Performance Marketing
Managing high-ticket Google Ads, Meta Ads, LinkedIn Ads, and Programmatic Ads ecosystems. Balancing Brand and Non-Brand Search to prevent budget cannibalization.
Advanced Analytics & Attribution
Deep expertise in Google Tag Manager, GA4, and Server-Side tracking. Moving beyond last-click to focus on Marketing Efficiency Ratio (MER) and incremental lift.
AI Tools Integration
Deploying AI for predictive analytics, automated personalization, and rapid scaling to bypass traditional bottlenecks and deliver exponential growth.
Conversion Rate Optimization (CRO)
Integrating UI/UX design collaboration, marketing automation, CRM setup, and landing page optimization to stop funnel leakage.
Track Record & Credentials
Growth Marketing Consultant Experience & Certifications
Digital Marketing Manager / Sr. Paid Media Specialist
Feb 2020 – PresentSourcedesk
Leading performance marketing and paid media strategy for a premium adaptive footwear brand. Driving customer acquisition and revenue growth through Google Ads, Meta Ads, and omnichannel e-commerce campaigns with advanced attribution modeling and AI-driven optimization.
Sr. Digital Marketing Executive
Previous RoleIndus Net Technologies
Senior-level execution of digital marketing strategy, performance campaigns, and analytics infrastructure for technology-focused clients.
Digital Marketing Manager
Previous RoleNavigators Software
Full-spectrum digital marketing management, leading paid search and organic growth initiatives, channel strategy, and reporting frameworks.
Certifications
Google Ads Certified
Google Analytics Certified
Bing Accredited Professional
AI for Business Leaders
AI Prompt Engineering
Digital Marketing Insights
Growth Strategy Articles & Performance Marketing Insights
Technical deep-dives on performance marketing, growth strategies, attribution, and AI-driven optimization.
AI Integration
AI-Powered Personalization: Beyond Basic Segmentation
Discover how predictive AI and machine learning are revolutionizing customer segmentation and automated personalization to drive exponential ROI in competitive markets.
Technical Marketing
Server-Side Tracking: The Solution to iOS 14.5+ Tracking Loss
Apple's privacy changes disrupted digital marketing. Here's how server-side tracking with GTM and GA4 can recover lost data and improve attribution accuracy.
CRO
Funnel Leakage: The Silent Budget Killer
Most marketing budgets bleed out between click and conversion. Learn the technical infrastructure changes that stop funnel leakage and maximize ROI.
Common Questions
Frequently Asked Questions
Everything you need to know about working with a performance marketing consultant.
A performance marketing consultant helps businesses scale revenue through data-driven paid media strategies. I audit existing campaigns, identify waste, design optimization roadmaps, and implement systems for profitable customer acquisition across Google Ads, Meta Ads, LinkedIn, and programmatic channels. The focus is always on measurable ROI, not vanity metrics.
A growth marketing consultant focuses on full-funnel optimization — acquisition, activation, retention, and revenue. A digital marketing consultant typically provides broader strategic guidance across channels. My approach combines both: I provide strategic consulting while also executing hands-on performance marketing campaigns with a growth mindset.
As a digital marketing consultant, I provide paid media strategy and execution, analytics implementation (GA4, GTM, server-side tracking), attribution modeling, conversion rate optimization, AI workflow integration, and marketing technology audits. I specialize in technical marketing infrastructure that drives measurable revenue growth.
I work with DTC/eCommerce brands, B2B companies, SaaS businesses, and growth-stage startups. Ideal clients are ready to invest in data-driven marketing infrastructure, typically spending $10K+/month on paid media or preparing to scale aggressively. I help businesses that are serious about profitable growth, not experimentation.
Yes. I have 15+ years of experience leading performance marketing for both B2B and B2C brands globally. B2B clients benefit from my expertise in LinkedIn Ads, Google Ads for lead generation, and pipeline attribution. B2C/DTC clients benefit from my eCommerce optimization, Meta Ads strategies, and customer acquisition frameworks.
Absolutely. Advanced analytics and attribution are core to my consulting services. I implement Google Analytics 4, Google Tag Manager (including server-side containers), multi-touch attribution models, and Marketing Efficiency Ratio (MER) frameworks. I help businesses move beyond broken last-click attribution to true performance visibility.
Engagements typically start with a strategy audit (2-4 weeks) where I review your current setup, identify gaps, and deliver a prioritized roadmap. From there, we move into execution: campaign optimization, analytics implementation, or ongoing consulting retainers. I work both project-based and on retainer depending on your needs.
Yes. I'm based in Kolkata, India, but work with clients globally via remote consulting. I've led campaigns for businesses across North America, Europe, and Asia. Time zone differences are never an issue — I structure communication for seamless collaboration regardless of location.
Hire a Performance Marketing Consultant
Ready to Scale Your Revenue? Let's Talk.
If your business needs a growth marketing consultant to fix attribution, scale paid media profitably, or build AI-driven marketing systems — I can help. Book a strategy call to discuss your growth challenges.