About Lefito
Helping marketers track what matters and optimize what works. Data-driven decisions start with reliable tracking.
Meet Michael Crawford
I’m a Marketing Analytics Consultant with an engineering background from MIT, now based in Boston. After years of building analytics systems for Fortune 500 companies, I started Lefito to share practical tracking and conversion optimization knowledge with the broader marketing community.
My journey into marketing analytics wasn’t traditional. With a foundation in computer science and data engineering, I approach tracking challenges differently than most marketers — thinking in systems, data flows, and scalable solutions rather than quick fixes.
I’ve helped dozens of businesses untangle messy tracking setups, migrate to server-side solutions, and build attribution models that actually reflect reality. Whether it’s debugging a broken GA4 implementation or architecting a full measurement strategy from scratch, I focus on solutions that are accurate, maintainable, and built to last.
What I Do
Server-Side Tracking
Building reliable tracking that works despite ad blockers, ITP restrictions, and evolving browser privacy policies. From Google Tag Manager Server-Side to custom API integrations.
CRM Integrations
Connecting marketing data with sales and customer success platforms. Closing the loop between ad clicks and actual revenue in tools like HubSpot, Salesforce, and Pipedrive.
Analytics Pipelines
From raw event data to actionable dashboards and insights. Building end-to-end data flows with BigQuery, Looker Studio, and custom reporting solutions.
Attribution Modeling
Understanding which channels actually drive revenue. Moving beyond last-click to data-driven and multi-touch attribution models that inform real budget decisions.
Tools & Technologies
I work across the modern marketing analytics stack, with deep expertise in the platforms that matter most:
Speaking & Community
I’m an active contributor to the analytics community, speaking at conferences like MeasureCamp and contributing to several open-source marketing tools. I believe in sharing knowledge openly — the rising tide lifts all boats. Through this blog, I aim to break down complex tracking topics into actionable guides that any marketer can follow.
Why “Lefito”?
The name comes from the idea of “lifting” your marketing performance through better data. Every business decision should be backed by reliable data, and my mission is to help you get there — one properly tracked conversion at a time.
Let’s Work Together
Have a tracking challenge or need help with your analytics setup? I’d love to hear from you.
Get in Touch