Michel Brok 🎯

Marketing Automation & Data Expert | Helping retail & CPG to drive customer engagement at scale.

You’re scaling your ads,  but you don’t trust the numbers you’re seeing.

And here's the real problem: 

- If your tracking is wrong, your signals are wrong.
- If your signals are wrong, the algorithm learns the wrong buyers.
- And if the algorithm learns the wrong buyers…

scaling becomes impossible.

Most people think it's just a 'tracking' issue. It's not.
It's an 'algorithm' training issue. 

What I do:

I train your ad algorithms to find your best buyers by fixing the data they learn from and upgrading the signals they receive.

When signals are complete, consistent and accurate, your ads stop guessing and start learning.

What this looks like:

- Accurate conversion tracking across Meta, Google, TikTok & Pinterest
- Smarter buying signals (customer data, click IDs, first-party events)
- Server-side setups (Stape Top Partner)
- Better matching, higher Event Quality, cleaner attribution
- Eliminating signal loss caused by browsers, consent mode & plugins

What clients typically see:

- 20-50% more Meta sales
- 13–21% more Google Ads sales
- Lower CAC
- More stable scaling
- Decisions you can actually trust
- ROAS that finally makes sense

If this sounds familiar:

- Your dashboards don't add up
- You feel like you're scaling blind
- Meta says one thing, Shopify says another
- Results swing for reasons you can't explain

Send me a message.

Co-Founder

AldrichX is a data-driven marketing agency that helps 6+ figure fashion eCommerce brands to grow their business whilst they can keep focussing on building their brands.

Google Ads ROAS: 7.38 vs Meta ROAS: 2.68
“Let’s move budget from Meta to Google.”

Looks obvious, right?

On a spreadsheet, if you shift 50% of Meta’s budget to Google, you “add” a big chunk of revenue. But that only holds if Google keeps performing the same at higher spend.

It won’t.

What usually happens:
– Google ROAS falls (diminishing returns)
– Meta cuts kill the traffic that was feeding branded / search on Google
– Total revenue and profit go down, even though the Google tile still looks “better”

What to do instead:
– Pick a test amount (e.g. €10–20k)
– Add it to Google for a week → watch Google ROAS and MER
– Then move that same amount from Meta to Google for a week → watch total revenue and MER

If the system makes more money, scale it. If it doesn’t, you just saved yourself from making a six‑figure mistake.

Dashboards tell stories, small tests tell the truth.

Michel Brok

I train ad algorithms to find your best buyers. Accurate conversion tracking + smarter buying signals = higher ROAS.

Attribution Meta Ads and Google Ads: what's true here?

Nobody tells you this about running an agency:

It gets boring.

What's gone:

- 200% growth years
- More clients than problems
- That startup high

What's left:

- Flat revenue
- Rising costs
- Operational headaches

Meanwhile:

Every other agency owner on LinkedIn is buying a Porsche.
You're debating whether to get a Claude subscription.

This is the moment.

The dopamine hits stop. The excitement is dead. The grind is all that's left.

Are you a Stayer or a Leaver?

Most leave.

And I get it.

You started this to have fun. Make money. Prove you could do it better.

But ask yourself:

What are the longest-lasting companies?

Insurance companies. Boring as hell. 
Banks. Boring. 
Utilities. Boring.

Boring outlasts exciting, every single time.

If you're bored right now?

Good.

You're building something that lasts.

When I talk with Shopify owners about conversion tracking I’m always surprised by 1 thing:

They know tracking will improve their ROAS.

Not only because they make better decisions…
…but because Meta or Google receive signals about their buyers.

But if I look to their tracking setups, it’s a complete mess.

- Events missing data
- Events overfiring
- Events missing

And I get that

- Launching new products is exciting.
- Scaling to 7 figures is exciting.
- Testing creatives is exciting.

Because tracking? Boring.

So it gets ignored until ROAS tanks.

Then it’s urgent.

No alternative text description for this image

Shopify shows 100 orders. 
Meta shows 165 orders. 
You need CAPI.

No, you don't 😉 

Before implementing server-side tracking for your Shopify store, check if you have duplicate event tracking.

Most Shopify stores have:

- Native FB app on
- Auto-event tool tracking
- TripleWhale Sonar activated
- FB direct script active in theme

People think the more the better, but each method sends the same purchase event to Meta. 

No wonder your ROAS is going crazy. 

The fix:

👉 Disable all plugins
👉 Pick one tracking method

No CAPI needed (yet).

Client calls: "Meta keeps showing my ads to existing customers."
"I don't want to pay for that."

Of course you don't 😤 

Especially not when you're running a subscription business.

Problem: the tracking setup treats all conversions equally.

-New customer purchase = 1 conversion
-Repeat customer purchase = 1 conversion

But you don't want to pay to reach the subscription buyer again.

That was the whole f*cking idea, right?

Track NEW customers and RETURNING customers separately.
Easy fix with Google Tag Manager.

When you think tracking is broken, don’t just add another tool.

I see advertisers every time when data looks off, installing another app.

TripleWhale. Northbeam. Hyros. Elevar. Some new AI thing.

Now you have:
- 5 Pixels firing
- 3 server connections
- Events counted 4 times
- Data that makes even less sense

You didn’t fix tracking. You created chaos.

The problem was never “not enough tools.”

It was: The basics aren’t set up right.

One properly configured server-side setup beats 10 half-broken plugins.

Stop adding. Start fixing.

Client: "Facebook says 40 conversions, Shopify shows 22. Why?"

Agency: sends TLDR email about attribution windows, iOS limitations and cookie restrictions.

Client: 😤

Every agency does this. Nothing to blame here.

But your client is right.

The numbers DON'T make sense.

What you can do about it:

1. Make sure Facebook receives 90-100% of purchases. Check Events Manager. Are all Shopify orders showing up?

2. Check if you're both looking at view-through conversions. Filter to click-only. Compare again.

3. See if Click ID survives and customer data is being sent Check Event Match Quality. Should be 7.0+.

Don't turn data accuracy discussions into trust issues.

I can get really mad about these types of posts.
And I'm not even a media buyer.

The real danger: "AI replacing media buyers" isn't just BS. 

It's dangerous.

Here's why:

Plugging AI into Meta Ads data to make high-speed decisions = campaign suicide.

The problem everyone misses: Meta's data is 95% of the cases inaccurate.

A senior media buyer knows this.

They don't trust Meta's ROAS. 
They don't scale based on reported numbers. 
They triangulate broken data sources to find truth.

AI can help. But it can't replace judgment.

Stop selling tools that bankrupt people faster.

https://lnkd.in/eGpY2Yzu

We’ve helped 37+ B2B companies scale to 100k/Mo+ with Paid Ads

R.I.P Media Buyers.

Claude Code just replaced them for Meta Ads.

Most advertisers think scaling is about:

More budget
More creatives
More testing

That’s why most accounts never scale.

Because scaling is not about activity.

It’s about decision quality.

Most advertisers cannot answer simple questions:

Why performance suddenly drops
Which creatives actually scale beyond the learning phase
When to push budget
When to cut spend
What signals the algorithm is responding to

So they guess.

Guessing is expensive.

Claude Code removes the guesswork.

I built a Meta Ads system powered by Claude Code that analyzes campaigns like a senior media buyer.

Not just metrics.

Real reasoning.

It looks at the account the way an experienced operator would.

Here’s what the system does:

• Audits campaign structure across CBO, ABO and Advantage+
• Breaks down hooks, offers and angles driving conversions
• Detects early signals of rising CPAs before they explode
• Identifies scaling windows before performance plateaus
• Reallocates budget based on logic instead of emotion
• Generates ad copy based on proven performance patterns
• Analyzes competitor ads and extracts the underlying strategy

This is not “AI writing ads.”

This is AI making decisions.

Instead of:

Guess → Launch → Panic → Kill

You get:

Analyze → Prioritize → Optimize → Scale

The advantage is speed.

Claude Code processes what would take a human media buyer hours in minutes.

No bias.
No fatigue.
No second guessing.

Just structured reasoning applied to your ad account.

I documented the entire Claude Code x Meta Ads system:

Campaign architecture
Creative analysis framework
Scaling logic
Budget decision models
Competitor intelligence system

If you run Meta Ads and want the system:

1. Connect with me
2. Comment 'CODE'

I’ll send the full breakdown.

In 2026, the best media buyer won’t be human.

It will be the operator who knows how to deploy AI.

Your tracking broke 3 days ago.

You just found out (and get mad again).

By now:

- Meta optimized on bad data for 72 hours
- Hundreds wasted on broken signals
- Campaign reset to learning mode when you fixed it

Another week of unstable performance.

The worst part?

You only find out when:

- Numbers look weird in your dashboard
- Client asks why conversions dropped
- You manually check event logs

By then, the damage is done.

Until now.

Stape just released real-time event monitoring.

Event fails to fire → Alert within 1 hour, not 3 days later. 

Tracking will still break, but now you'll know within the hour.

Not when your client is already pissed.

B2B | Sales-Led | Cybersecurity

Defining and executing Go-to-Market strategies for KPN's cybersecurity & networking product portfolio in Large Corporate Enterprise market

Senior GTM Manager

Villa del Valle

Transformed an old Spanish finca in the Costa Blanca region into an authentic holiday retreat. Opened its doors in April 2024. 

Tucked away between the luscious nísperos trees lies Villa del Valle. A rustic holiday retreat in the valley of Callosa d’en Sarrià where peace and calmness are key. 
A house that can easily be called your holiday home to enjoy with friends and family up to 8 people.

Check our website for more info on the surroundings, the villa (obviously) and booking details.

Owner

Scribbr

B2C | Product-Led | EdTech

As an EdTech frontrunner, Scribbr is guiding millions of students in their academic (AI) writing by providing award-winning products. Scribbr was acquired by Learneo and is now part of Quillbot. 

- Member of Scribbr's Leadership Team
- Tripled the Marketing team in size and repositioned its role within the company
- Defined new KPI and OKR structure
- Shifted to full Marketing funnel focus: extra care for CRO by building a Growth team
- Implemented Marketing Automation tooling, strategy & launched first automated flows
- GTM strategy for launch of new AI product
- Marketing integration projects with other Learneo brands

Head of Marketing

Wurtz

Among past gigs are Mysteryland, Solar Festival, Valtifest and Amsterdam Open Air.

For more information about me as a DJ, check out my Soundcloud.

Danone

B2B & B2C | Saled-Led | FMCG

- Led the Digital Transformation program across Danone brands focusing on Omnichannel Engagement and Marketing Technology innovation
- Reported to Benelux Leadership Team, while partnering with mainly Sales and Marketing departments

Digital Transformation Lead

B2B(2C) | Sales-Led | Pharma

- Built Digital Marketing team for the Specialized Nutrition organization
- Implemented new Marketing Technology stack: CMS, Email, PIM, DAM, data & analytics tools
- GTM strategy and execution for multiple products in collaboration with Brand Marketing
- Digital Platform strategy and execution: content marketing, UX & design in collaboration with agencies
- Channel activation: social (e.g. LinkedIn and X), SEO & SEA
- Email Marketing: launched Email Marketing tooling and first automated flows
- eCommerce strategy for Belgian market
- CRM & customer profiling by building top-notch platform for HCPs

Head of Digital Benelux

Digital Marketing Manager Benelux

BearingPoint

B2B & B2C | Retail, FMCG, Banking, Insurance, Utilities & Telecom

As a Senior Consultant within Digital & Strategy team, I had a strong focus on projects regarding Digital transformation & strategy in B2B and B2C. I was helping clients to make the right strategic choices based on ex-/internal Digital Marketing developments and by guiding them through their Digital transformation.

Senior Consultant Digital & Strategy

Consultant Digital & Strategy

Analyst Digital & Strategy

DPA Group N.V.

As a side job during my studies, I was part of the Business Development team. My main goal was to create new business opportunities for DPA's consultants within all disciplines. 

Award: Most Business Leads 2011

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Michel Brok 🎯

Jesse Wurtz

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