Analytics & measurement:
Know what is working.

Analytics setup · Conversion tracking · Consent-aware measurement · Reporting

I help businesses set up, repair and simplify website measurement so they can see where useful visitors come from, what they do, and whether marketing activity produces leads, bookings or sales.
The aim is not to collect as much data as possible. It is to collect enough reliable data to make better decisions.

Discuss your setup See what I do

What I can help with

Fix an analytics setup you do not trust

You need: To know whether the numbers in GA4, Tag Manager or your existing reports are actually reliable.

I handle:
  • GA4 audits
  • Tag Manager
  • Event testing
  • Duplicate tracking
  • Attribution problems
  • Consent behaviour

You get: A verified setup, a clear explanation of what is wrong, and the configuration or code changes needed to make the important measurements dependable.

Track the outcomes that matter

You need: More than traffic numbers. You need to know whether visitors enquire, buy, register, book or complete another useful action.

I handle:
  • Lead tracking
  • Purchases
  • Quote requests
  • Form submissions
  • Booking journeys
  • Campaign conversions

You get: A measurement setup built around actual business outcomes, with the important events tested from the website through to the systems that receive them.

Understand where results come from

You need: To know which search traffic, campaigns, landing pages and marketing channels are contributing to real results.

I handle:
  • Acquisition tracking
  • UTM conventions
  • Search Console
  • Google Ads
  • Campaign attribution
  • Landing-page analysis

You get: Reporting that connects traffic sources with the actions that matter, without pretending attribution is more precise than the available data allows.

Build a measurement setup your team can use

You need: Analytics that somebody can actually understand and maintain after the initial implementation.

I handle:
  • GA4
  • Matomo
  • Umami
  • Looker Studio
  • Dashboards
  • Documentation

You get: A setup matched to the amount of data your business genuinely needs, with reports designed around the questions somebody will actually review.

What an analytics project can include

Before configuring tags, I want to know what the business is trying to learn.

For a service company, that might mean understanding which pages and campaigns generate qualified enquiries. For eCommerce, it may include product discovery, checkout behaviour, purchases, revenue and advertising performance. For a content site, the useful questions may be completely different.

From there, I define the events and outcomes worth measuring and identify where the reliable business record lives. A CRM, ecommerce system or booking platform is usually a better source for the final number of leads or orders than an analytics platform.

This keeps the implementation focused. There is little value in tracking fifty interactions if nobody has a reason to look at forty-five of them.

I can implement or review GA4, Matomo and Umami depending on the requirements of the business.

That includes the basic analytics setup as well as the events that explain whether visitors actually do anything useful: enquiries, purchases, registrations, downloads, important outbound clicks or meaningful steps within a customer journey.

I also verify the implementation rather than assuming an event works because it appears in a tag manager configuration. Events need to fire at the correct time, once, with the right parameters, and under the appropriate consent state.

Where an existing setup has become unnecessarily complicated, simplifying it can be just as useful as adding new tracking.

Analytics rarely operates independently from the consent setup.

I configure and test the connection between the consent platform, Google Tag Manager, analytics tools, advertising tags and other services so the visitor’s choice is reflected in what actually runs.

This can include Google Consent Mode, custom consent logic, third-party tags, Tag Manager configuration and troubleshooting situations where tags fire too early, fail to fire after consent, or behave differently across parts of the site.

Across comparable work on more than 50 websites and client projects, I have dealt with both sides of that problem: tracking that continued despite rejection and tracking that disappeared even after the visitor had consented.

The banner itself is only one part of the implementation. The important part is what happens behind it.

Analytics can tell you a lot about the journey, but it should not be treated as the final business record.

If WooCommerce says 103 orders were placed and GA4 reports 96 purchases, the ecommerce system is the source of truth for how many orders actually happened.

The useful job for analytics is to help explain where those customers came from and what happened before the purchase.

The same principle applies to leads. A form submission is useful to track, but a CRM may later tell you whether that enquiry was qualified, whether somebody responded, and whether it eventually became revenue.

Where useful, I can connect these layers so reporting gets closer to the outcome the business actually cares about rather than stopping at clicks and sessions.

The final setup should make sense to the people who are expected to use it.

That can mean a small GA4 report, a Looker Studio dashboard, Search Console reporting, Matomo or Umami dashboards, or simply a documented set of measurements that somebody reviews regularly.

I prefer reports that answer a small number of useful questions clearly over dashboards filled with every metric the platform can produce.

At handover, I can document the tracked events, important definitions, data sources, consent dependencies and any limitations in the measurement. That makes it much easier to understand six months later why a number exists and whether it can be trusted.

The exact scope depends on the project. You do not automatically need everything on this list.

Process

The exact scope changes, but the work usually follows the same path: understand what is happening, decide what matters, build the right thing, and leave it in a state someone can operate.

1. Understand

I start with the business questions rather than the analytics platform.
What counts as a useful visit? Which actions represent genuine intent? Where is the final lead, order or booking recorded?
That gives us something concrete to measure.

2. Review

If analytics already exists, I check what is being collected, whether the events are reliable, how consent affects them and where the obvious gaps or duplications are.
I also look at the surrounding systems where relevant: Search Console, Google Ads, CRM, ecommerce, booking tools or backend conversion data.

3. Implement & Verify

I configure the required tags, events, integrations and reporting, then test the important journeys end to end.
That includes acceptance and rejection states where consent applies, different page templates, cross-domain flows and anything else that could change how the event is recorded.

4. Make the data usable

The final step is deciding what somebody should actually look at.
That might be a weekly view of leads by source, a campaign dashboard, ecommerce performance, Search Console trends or a much simpler report than the analytics platform provides by default.
The setup should leave you with fewer unanswered questions, not another dashboard nobody opens.

1. Understand

I start with the business questions rather than the analytics platform.
What counts as a useful visit? Which actions represent genuine intent? Where is the final lead, order or booking recorded?
That gives us something concrete to measure.

2. Review the current setup

If analytics already exists, I check what is being collected, whether the events are reliable, how consent affects them and where the obvious gaps or duplications are.
I also look at the surrounding systems where relevant: Search Console, Google Ads, CRM, ecommerce, booking tools or backend conversion data.

3. Implement & verify

I configure the required tags, events, integrations and reporting, then test the important journeys end to end.
That includes acceptance and rejection states where consent applies, different page templates, cross-domain flows and anything else that could change how the event is recorded.

4. Make the data usable

The final step is deciding what somebody should actually look at.
That might be a weekly view of leads by source, a campaign dashboard, ecommerce performance, Search Console trends or a much simpler report than the analytics platform provides by default.
The setup should leave you with fewer unanswered questions, not another dashboard nobody opens.

Want to talk through the problem first?

Have an analytics setup you do not trust?

Contact

Send me the website, the analytics and advertising tools you currently use, and what you are trying to measure.
You do not need to diagnose the problem first. If something looks wrong, tell me what you are seeing and what you expected instead.
I can audit an existing implementation, repair individual tracking problems, or design the measurement setup as part of a wider website, SEO or privacy project.

Not sure what you need yet?
Further reading…