Marketing decisions are only as good as the data behind them. When tracking is incomplete, duplicated or poorly defined, teams lose confidence in reporting and advertising platforms optimise toward the wrong outcomes.
I help businesses improve digital analytics across GA4, Google Tag Manager, conversion tracking and performance reporting. My work connects technical implementation with the questions that marketing and commercial teams actually need to answer.
The result should not be more dashboards. It should be a clearer, more reliable view of how people use your website, which marketing activity contributes to valuable actions and where performance can be improved.
Analytics starts with a measurement plan
Before changing tags or building reports, I establish what the organisation needs to measure. That includes the important user actions, the outcomes that matter to the business, the decisions each report should support and the people who will use the information.
A measurement plan creates a shared definition of success. It also prevents analytics implementations from becoming a long list of events with inconsistent names and no clear relationship to business performance.
GA4 consultancy
GA4 is flexible, but that flexibility can produce inconsistent implementations and confusing reports. I can review or design your GA4 setup so that events, conversions, channel reporting and audiences reflect the way your website and business operate.
GA4 support can include:
- Property and data-stream review
- Event and parameter design
- Key-event configuration
- Ecommerce tracking requirements
- Cross-domain measurement
- Channel and campaign attribution checks
- Internal and referral traffic controls
- Audiences and advertising integrations
- Reporting and exploration setup
- Debugging missing or duplicated data
Google Tag Manager consultancy
Google Tag Manager provides a manageable way to deploy measurement, but containers can become difficult to govern as tags, triggers and variables accumulate. A tag that appears correctly configured may still fire at the wrong time, send data twice or fail to send the required parameters.
I audit and improve GTM containers, create event-tracking specifications and help implement tracking for forms, telephone links, email links, downloads, buttons, ecommerce actions and other meaningful interactions. Changes are tested before publication and documented so the setup remains understandable.
Conversion tracking for SEO and paid media
SEO, PPC and Paid Social require consistent definitions of a conversion. If each platform counts a different set of actions, or every interaction is treated as equally valuable, budget and optimisation decisions become distorted.
I help define primary and secondary conversions, align advertising-platform imports and check that events are received consistently. Where possible, reporting can be extended beyond an initial lead to include qualification, sale value or revenue.
Analytics audits and troubleshooting
Analytics problems are often discovered when two systems disagree or an event appears in one report but not another. I investigate the full path from the website interaction and data layer through GTM, GA4 and connected advertising platforms.
An audit can identify duplicate tags, incorrect triggers, missing parameters, unwanted referrals, cross-domain breaks, consent-related gaps and inconsistent conversion definitions. Findings are prioritised so that the most consequential data-quality issues are corrected first.
Reporting that leads to decisions
A report should make the next question easier to answer. I help shape GA4 reporting and Looker Studio dashboards around a defined audience and purpose, whether that is weekly channel optimisation, senior performance reporting or diagnosis of a particular customer journey.
I avoid filling reports with every available metric. The emphasis is on a small number of meaningful measures, useful comparisons and enough diagnostic detail to explain why performance changed.
Working across marketing and development
Analytics sits between commercial requirements and technical implementation. I translate the questions a marketing team wants answered into clear requirements for developers, data layers, tags and reporting. I can then validate that the implementation produces the intended result.
This cross-functional approach is particularly useful when a website is being redesigned, a new platform is introduced or several agencies need to work from the same measurement framework.
Frequently asked questions
Can you fix an existing GA4 or GTM setup? — Yes. I can audit the current implementation, diagnose specific problems and implement or specify the required changes.
Can you help us define what should count as a conversion? — Yes. Conversion design should reflect commercial value and the customer journey, not simply what is easy to track.
Can you build a Looker Studio dashboard? — Yes, where a dashboard is the right answer. I will first define the decisions and audience it needs to support.
Can you connect GA4 events to Google Ads? — Yes. I can check the linkage, key-event configuration and import process, while also assessing whether native Google Ads tracking is required.
Build confidence in your marketing data
If your reports disagree, conversions are missing or you cannot connect marketing activity to meaningful outcomes, get in touch. I’ll help identify where the measurement chain is breaking and what needs to change.