Most portfolios are screenshots and adjectives. These are the actual deliverables — anonymized with the clients' figures intact — plus the case studies behind them and the verified reviews they earned.
A month-in-progress command centre for an 8-figure golf brand: daily actuals against a seasonality-weighted pacing model, spend vs plan, ROI floors per channel — topped with an AI digest that reads the gap and ranks what to do about it.
An interactive analysis for a UK travel brand: eighteen months of Google, Bing and Meta plotted against leads, a campaign drill-down, a drag-to-model budget scenario — and a findings section that flags the tracking gaps instead of smoothing them over.
Three engagements, three different failures. In each one the answer was already sitting in the data — it just wasn't being joined up or read.
Revenue was visible. Profit wasn't.
Ad spend sat in Meta and Google. Unit costs sat in a spreadsheet. Orders sat in Shopify. Answering "did we make money today" meant joining three sources by hand — so it got answered monthly, if at all.
A pipeline joining Shopify orders to ad spend and cost of goods, recalculated every day and broken out per SKU.
Profit became a number you check, not a project you schedule. The per-SKU view was where the surprises were — products that sold well and earned almost nothing.
Muhammad successfully created a dashboard that analyzes my Shopify and paid ads data, calculating my daily profit. This has greatly helped me understand my numbers to scale my eCommerce business.Verified client review · Upwork
Was the month on track? Nobody knew until it ended.
Revenue lived in two channels — Shopify and Amazon — and the forecast lived in workbooks. Whether the month was ahead or behind was only really answerable after it was over, when nothing could be done about it.
A revenue-ops dashboard joining both channels against a seasonality-weighted pacing model: daily actuals vs target, spend vs plan, and ROI floors per channel — with every figure's formula documented on the page.
By mid-month the picture was already actionable: one channel running far ahead of its pacing target while the other lagged its forecast — and spend still under-deployed against a beating ROI. Month-end surprises became mid-month decisions.
Budget was following the platform that shouted loudest.
Spend was split across channels, each reporting its own conversions in its own way. With no blended view, budget followed whichever platform claimed the most credit for itself.
Unified reporting across every channel with deduplicated conversion tracking, so each one was finally measured on the same basis.
One channel was converting far cheaper than its own platform numbers suggested. Budget moved. Cost per lead fell from £77 to £46 without spending a pound more.
Two analytics systems that refused to agree.
Mid-migration, historical GA3 data and new GA4 data used different dimensions and metrics. Blends that should have been routine wouldn't build. Charts broke under data volume. Reporting stalled at exactly the moment it was needed.
Custom blend formulas making GA3 and GA4 dimensions directly comparable, plus rebuilt charts that hold up under the full data volume.
Continuous reporting across the migration boundary, with historical comparisons that still work — and dashboards that stopped breaking.
GA3 + GA4 blends, that seemed impossible to be set up — he was able to create formulas to make these blends work. Digging deep on how to get the dashboards to not break, even though they have too much data volume.Verified client review · Upwork
A sample of other engagements, each backed by a verified 5.0 review on Upwork.
Pipeline joining Shopify orders, ad spend and COGS — daily profit per SKU. “Helped me understand my numbers to scale my eCommerce business.”
Client-facing Looker Studio dashboards across an agency's roster. “Dashboards that elevate how we present data.”
One dashboard across six sources for a DTC store. “Completely professional… delivered great dashboards.”
Custom blend formulas reconciling both systems, plus charts rebuilt to survive full data volume.
Market analytics for a Dominican Republic property business. “Very detail oriented… highly recommend.”
Layout, navigation and visual reorganization of an existing build. “His skill with these tools is a great asset.”
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