Iryna Shcheholska
Private message 
Odessa,
Ukraine
available for hire
Rating
Language proficiency level
Українська: fluent
Русский: fluent
English: intermediate
Skills and abilities
Services
-
Data Processing
from 10 USD for hour
-
Information Gathering
from 10 USD for hour
- Online Stores & E-commerce
- Payment Systems Integration
- Website Development
-
Website Maintenance
from 10 USD for hour
Promotion
-
Contextual Advertising
from 158 USD for month
- Lead Generation & Sales
- Marketing Research
- Search Engine Optimization (SEO)
-
Social Media Advertising
from 180 USD for month
-
Website SEO Audit
from 45 USD for project
Outsourcing & consulting
Portfolio
- All works 6
- Online Stores & E-commerce 1
- Contextual Advertising 2
- Lead Generation & Sales 2
- Information Gathering 1
-
AUDIT RK (Stories from Google Ads)
Contextual Advertising
Advertising is as essential to business as air, and Google Ads provides a unique opportunity to reach a hot audience - those who are currently searching for your product or service.
However, in practice, when you launch an ad, you see clicks, a depleted budget, but the phone is silent, and the cart is empty. Does this situation sound familiar? Most often, the problem lies not in "bad Google," but in a gap in the sales funnel.
… The main issue is not even in the selection of keywords or the chosen campaign (although that is important too). The problem is in the misunderstanding of how the advertising cabinet works, how the algorithm reads intent, how it evaluates the quality of ads, and what data it needs for effective operation.
If you have set up "junk" conversions (for example, just clicks on buttons), you will indeed receive them. Google won't even blush with embarrassment for driving such traffic. The algorithm will think it is doing an excellent job by bringing in those you specifically asked for.
In my work, I use the following approach:
I do not engage in "general audits" for the sake of auditing. I set myself the task of finding specific "holes" where your money is leaking and provide a step-by-step plan, not only on how to close them but also on how to set up a working mechanism for effective sales.
What I work with (based on completed tasks):
1. Funnel diagnostics: I determine at which stage users are lost:
Search → Ads → Website → Application.
2. Technical audit: I check the correctness of goal settings and conversion tracking (an error here = algorithms working blindly).
3. Marketing audit (CRO): I analyze the relevance of keywords to ads, and ads to landing pages. I evaluate the offer, calls to action (CTA), trust blocks, and the ease of navigation on the website.
4. Traffic analysis: I filter out non-targeted queries and check the work with bidding strategies.
In real completed cases, I have identified and explained what specifically poses a threat to the budget and outlined clear steps for resolution. Clients are completely satisfied with the results (ratings 5/5).
I can check your funnel and analytics architecture.
Write to me, I do not work with templates; I will analyze and organize everything neatly.
#googleads #advertisingaudit #contextualadvertising #ppc #webanalytics #salesfunnel #conversionincrease #cro #ga4 #gtm #googleadsaudit #analytics
-
Optimization of web analytics and conversion architecture for Google Ads
Lead Generation & Sales
Objective: Implement an analytics architecture for the use of "smart" strategies, rapid learning, and prevention of budget leakage on advertising.
Solution:
Data cleaning and deduplication: removed non-working tags and false triggers. Data collection transitioned to a custom dataLayer, eliminating data duplication.
New tracking architecture: built a custom hierarchy of macro conversions (direct requests) and micro conversions (viewing 5 objects, clicks on messengers, etc., specifically for the real estate business). Each target action was assigned a value.
… Direct data transmission: Conversions are sent to Google Ads directly through GTM. This allows algorithms to learn instantly, bypassing the 24-48 hour delay of GA4.
Advanced integrations: Set up first-party data hashing (Enhanced Conversions) for accurate cross-device attribution. Implemented Consent Mode v2 for proper tag routing.
Audience segmentation: Segments (hot, warm, "abandoned cart") created in GA4 for import into advertising campaigns and smart remarketing.
Result:
* Eliminated lead duplication, established a barrier for spam events - algorithms will bid only for those users who are most likely to convert.
* Ensured rapid learning for Performance Max campaigns and the ability to use smart bidding strategies (Maximize Conversions, Target Cost per Conversion) at early stages due to micro conversions (saving advertising budget).
* Prepared the ideal technical foundation for safe scaling of advertising budgets.
#GTM #GA4 #GoogleAds #WebAnalytics #PerformanceMarketing #EnhancedConversions #ConsentMode #PMax
-
Implementation of Google Ads Enhanced Conversions
Contextual Advertising
Goal:
Increase the accuracy of conversion matching and recover lost data caused by cookie blocking and browser restrictions.
Solution:
Enhanced Conversions via GTM: implemented enhanced conversion technology for direct transmission of user data.
… Custom script listener: implemented interception of emails and phone numbers at the moment of form submission (relevant for sites without a standard Data Layer).
Security (SHA-256): configured automatic hashing of personal data on the client side before sending to Google.
User-Provided Data: correct configuration of Google Ads tags with prioritization of data sources.
Result:
Cross-Device accuracy: restored conversion tracking where the click was on a smartphone and the purchase was on a PC.
PMax optimization: Performance Max algorithms receive 20-30% more signals for training.
Reduction in CPA: more accurate data allowed Smart Bidding to allocate the budget more effectively.
#GoogleAds #EnhancedConversions #GTM #Analytics #PMax #DigitalMarketing #WebAnalytics
-
Integration of CRM through Google Sheets and Measurement Protocol
Information Gathering
Goal: To link offline leads with traffic sources in GA4 without implementing an expensive CRM system.
Solution: A custom JavaScript "form listener" has been developed that collects user data in Session Storage.
Technical setup: A script has been configured for the automatic transfer of parameters (Client ID, Session ID, gclid, fbc) to a secure Google Sheet via Webhook.
Measurement Protocol: A mechanism has been implemented to send data about closed deals from the sheet directly to GA4 and Google Ads for campaign optimization.
…
Result:
A free mini-CRM has been created with complete tracking of advertising sources.
End-to-end analytics: now every offline sale is automatically linked to a specific advertising campaign.
Data accuracy: 100% match of offline conversions to traffic sources.
============
#GA4 #MeasurementProtocol #GoogleSheets #CRM #Analytics #Tracking #PerformanceMarketing #Webhooks #JavaScript #OfflineConversions
-
Implementation of Server-Side Tracking and Meta CAPI
Online Stores & E-commerce
Goal:
Ensure maximum accuracy in the transmission of data about leads and purchases in the conditions of ad blockers and Safari ITP restrictions.
Solution:
… Deploy a GTM (Google Tag Manager Server-Side) server container.
Hybrid data transmission: parallel operation of browser and server streams.
Security: implemented PII (personal data) hashing for Advanced Matching.
Deduplication: configured 100% event matching to avoid duplicates in reports.
Result:
Event Match Quality in Meta increased to 8.0+.
Cookie lifespan extended to 2 years.
Recovered up to 30% of data that was previously lost due to blockers and iOS14+.
=========
#GTM #ServerSide #MetaCAPI #Analytics #PerformanceMarketing #CAPI #SST #GoogleAnalytics #Conversions #iOS14
-
Engineering approach to marketing: my competencies and certificates
Lead Generation & Sales
Effective marketing today is an engineering science. Advertising systems algorithms require clean and accurate data, and businesses need transparent analytics.
I constantly invest time in deepening my technical knowledge to build reliable customer engagement and data tracking architecture for clients that does not break from browser updates and ad blockers.
… This portfolio contains my qualification base - confirmed skills (Hard Skills) that I use in my daily work on your projects.
My key competencies (based on completed certifications):
- Advanced web analytics and Server-Side Tracking
Server-side tagging: Setting up server-side tracking to bypass blockers, speed up website loading, and ensure the most accurate data transmission to advertising accounts.
Marketing Analytics and Measurement: Deep configuration of analytics systems, creating custom reports, tracking micro-conversions, and evaluating return on investment (ROI).
- Business Intelligence and data handling
Foundations of Business Intelligence: Collecting, structuring, and visualizing business data for informed management and marketing decisions. Transforming chaos of numbers into understandable dashboards.
- Comprehensive Performance marketing and E-commerce
Integrated internet marketing: Building comprehensive promotion strategies where all channels work in synergy, not separately from each other.
Digital Marketing & E-commerce: Creating and managing E-commerce projects. Understanding the logic of online stores from the first click to a successful transaction.
Attract and Engage Customers: Setting up campaigns to attract targeted traffic and maintain audience attention in highly competitive markets.
- Lead generation and Retention
From Likes to Leads: Transforming cold interest and social interactions into real applications (leads).
Email Marketing & Customer Loyalty: Developing strategies to bring users back, increasing LTV (lifetime value of a customer), and building brand loyalty.
I do not just collect certificates - I implement these technologies and methodologies into your business so that every budget spent on advertising is accountable and brings results.
If you need a specialist with a systematic engineering approach - write to me, and we will discuss your task.
#hardskills #certification #webanalytics #servertracking #serversidetracking #marketinganalytics #businessintelligence #ecommerce #performancemarketing #leadgeneration
Reviews and compliments on completed projects 8
-
Real expert -
Craft master -
Quick answers -
First-class quality -
Nice communication -
High responsibility -
Great price -
Lightning fast
4 June
34 USD
Comprehensive audit of the website and Google Ads account (1 search campaign)
The work was done professionally and in full. We received a detailed audit of the website and Google Ads with clear identification of problems, reasons for budget loss, and specific recommendations for increasing conversions and reducing CPA. Communication was prompt, and the report was clear and practical. I recommend for collaboration.
1 June
90 USD
Google Business Profile Optimization
everything was done on time with great dedication, auxiliary tasks were performed that were not in the assignment. a professional in their field. we will definitely reach out again )
The audit was conducted professionally and with high quality. Throughout the process, everything was carried out attentively, structured, and with a detailed approach to each aspect. I received clear recommendations, understandable explanations, and useful comments that truly help improve the outcome. Communication was at a high level, and all questions were resolved promptly and competently. I am completely satisfied with the work and can confidently recommend them as a responsible and professional specialist!
|
23 May
63 USD
Comprehensive business audit
The task was completed on time and with quality.
16 April
113 USD
Launching Google Ads search advertising for a real estate agency
Great job! The task was to launch a test campaign for a real estate agency, check the demand, and gather the first leads. In just 5 days, we achieved a good CTR on some campaigns and received real applications. I am satisfied with the result and will continue to collaborate. I recommend!
30 March
68 USD
Comprehensive setup of web analytics (GTM, GA4, Google Ads)
The work was done well. Order was brought to the analytics, duplicates and incorrect conversions were eliminated, and now the data has become accurate and suitable for advertising optimization. A good foundation for further growth has been created.
27 March
34 USD
Marketer / CRO for Ecwid site (https://autogiron.company.site/)
Thank you for the detailed audit and explanation. Everything is done well, it is pleasant to work. I recommend.
Irina conducted a deep and structured audit of the website and advertising. She clearly identified critical errors in analytics and settings that directly affect budget drainage.
It is especially valuable that she explains not just "what is wrong," but provides a clear logic and priorities on what to fix first.
The audit was not superficial, but involved a deep dive into the system. After it, there is a clear understanding of where to move forward.
I recommend her as a specialist who truly understands the subject, rather than just pretending to.
Activity
| Latest proposals 10 | Budget | Added | Deadlines | Proposal | |
|---|---|---|---|---|---|
|
Freelance project |
|||||
|
Freelance project |
|||||
Comprehensive audit of the website and Google Ads account (1 search campaign)
34 USD
|
|||||
|
Freelance project
226 USD
|
|||||
|
Freelance project |
|||||
|
Freelance project
169 USD
|
|||||
|
Freelance project |
|||||
|
Freelance project
45 USD
|
|||||
|
Freelance project
226 USD
|
|||||
|
Freelance project
451 USD
|