Somebody has to own the measurement layer. Usually it ends up being me.

I'm Christopher Landaverde — a marketing systems engineer. For most of the last decade I've worked in the gap between marketing and data: the tracking, the pipelines, and the attribution logic that decide whether a dashboard is telling the truth.

Most teams already have the tools. What they're missing is someone who understands the architecture underneath and will own it end-to-end — server-side tracking, conversion APIs, consent, and the warehouse reconciliation that finally makes finance and marketing agree on a number.

I care about measurement that survives contact with a privacy law, a platform change, and an auditor. I write here because the field moves faster than its documentation — and because most of what breaks is boring, repeatable, and worth writing down.