Services

Focused engagements where measurement quality is the bottleneck.

I work on focused engagements where measurement quality is the bottleneck. Most clients come to me for one of these four things.

Measurement framework design

The foundation. A measurement framework defines what you’re trying to learn, the KPIs that prove it, and the events and properties that feed them — so reporting becomes a by-product instead of an emergency.

KPI hierarchy aligned to business objectives and OKRs
Event taxonomy and naming conventions
Data layer specification
Tracking plan documentation your developers can actually implement
Validation checklist

Good fit when — you're rebuilding the site, launching a new product line, or your current reporting tells you what happened but not why.

Analytics implementation & audit

GA4 and GTM are my home turf, but I work across the broader analytics stack. I audit what you have, fix what’s broken, and implement what’s missing — without leaving a tangle of legacy tags behind.

Full GA4 / GTM audit with prioritised findings
Equally at home in non-Google stacks: Adobe Analytics, Matomo, Piwik PRO, Mixpanel, Amplitude, Contentsquare, Umami
Data layer implementation (or fix)
Server-side tagging where it earns its keep
Consent mode configuration aligned to your CMP
Cross-domain and subdomain tracking
QA via Tag Assistant, GTM preview, and DebugView

Good fit when — your numbers don't match across tools, your team doesn't trust the data, or you're moving from UA to GA4 properly.

Migration analytics

Replatforms, redesigns, and consolidations are where tracking quietly dies. I make sure SEO equity, historical data, and event integrity survive the transition.

Pre-migration baseline and tracking inventory
URL mapping and 301 strategy
GTM container and data layer migration
Post-launch validation and parity reporting
Rollback criteria and monitoring window

Good fit when — you're replatforming (Shopify, Commerce Cloud, custom), consolidating sites, or rebuilding the front end.

Reporting & enablement

Dashboards that get opened, plus ad-hoc analysis when leadership needs an answer fast — and the team enablement that makes both stick after I leave.

Dashboards in Looker Studio, Looker, or Power BI
Ad-hoc analysis and deep dives: funnel breakdowns, segment comparisons, campaign post-mortems, one-off business questions
Connected data sources and automated refresh
Documentation aimed at the people who'll use them, not the people who'll build them
Team workshops on framework, GA4, and tag governance

Good fit when — your reports take too long to make, get ignored when they're done, or live in someone's head.

Engagement shapes

Most engagements fall into one of three shapes.

Audit 1 — 3 weeks: Fixed-scope review of an existing setup or process.
Project 4 — 12 weeks: Defined deliverable — framework, migration, dashboard suite.
Retainer Monthly: Ongoing senior analyst capacity.

Pricing is project-specific. Get in touch with a rough description and I'll come back with a proposal.

Sound like a fit? Tell me what you're working on.

Get in touch