About Lefito
Helping marketers track what matters and optimize what works.
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.
What I Do
Server-Side Tracking
Building reliable tracking that works despite ad blockers and browser restrictions
CRM Integrations
Connecting marketing data with sales and customer success platforms
Analytics Pipelines
From raw event data to actionable dashboards and insights
Attribution Modeling
Understanding which channels actually drive revenue
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.
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.