Data-Driven Decisions
Analytics & Reporting
You can't optimize what you can't measure. I build the analytics infrastructure, attribution models, and executive dashboards that make marketing performance visible — and actionable — across your entire organization.
How this work runs in practice
Analytics engagements almost always start the same way: the business has tracking in place but does not trust the numbers. GA4 is configured but nobody knows whether the conversion events are firing correctly. UTM parameters are inconsistent. Dashboards exist but nobody looks at them because the data feels wrong. The first job is fixing the foundation — validate every event, clean up attribution, and build a measurement plan the team will actually use.
The patterns applied here come from running the same analytics infrastructure across my own portfolio — server-side tracking, conversion APIs, custom dashboards — so the work is tested in production, not borrowed from a textbook. Dashboards are designed for the person who will make decisions from them.
What's included
- Analytics Infrastructure
- Set up and configure GA4, Tag Manager, conversion APIs, and server-side tracking for accurate, privacy-compliant data collection.
- Tracking Implementation
- Event tracking, goal configuration, UTM governance, and cross-domain tracking that captures every meaningful interaction.
- Attribution Modeling
- Multi-touch attribution models that show which channels and touchpoints actually drive revenue — not just last-click vanity metrics.
- Dashboard Design
- Executive dashboards in Looker Studio, Tableau, or your preferred tool — designed for decision-making, not data dumping.
- Performance Insights
- Monthly analysis with narrative insights, anomaly detection, and strategic recommendations based on what the data is actually saying.
How it works
From audit to iteration
A systematic sequence that earns trust in the numbers and translates them into action.
- 1AuditReview your current tracking setup, identify gaps, and document what is and is not being measured.
- 2ImplementDeploy tracking infrastructure, configure events, and validate data accuracy across all touchpoints.
- 3ModelBuild attribution models that connect marketing activity to pipeline and revenue outcomes.
- 4VisualizeCreate dashboards tailored to each stakeholder — executive summary, channel deep-dives, campaign performance.
- 5IterateRefine models and dashboards as your marketing evolves, adding new data sources and improving accuracy.
Frequently asked questions
Pair with
Engagements that pair well
Want to discuss an engagement?
Send a short note about the measurement setup. I respond personally.