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 I actually run this
Analytics engagements I take on almost always start the same way: the business has tracking in place but does not trust the numbers. GA4 is configured but nobody knows if 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 always to fix the foundation — validate every event, clean up attribution, and build a measurement plan the team will actually use.
I run the same analytics infrastructure across my own portfolio — server-side tracking, conversion APIs, custom dashboards — so the patterns I bring to client work are tested in production, not borrowed from a textbook. When I build a dashboard, it is designed for the person who will make decisions from it, not the person who built it.
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
A systematic approach to building analytics that earn trust and drive 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
- What analytics tools do you work with?
- I work across the modern analytics stack — GA4, Google Tag Manager, Looker Studio, Tableau, Mixpanel, HubSpot, and server-side tracking via Conversion APIs (Meta CAPI, Google Enhanced Conversions). I am tool-agnostic and will recommend or work with whatever platform fits your data maturity and budget. If you already have tools in place, I optimize what you have before recommending new ones.
- How is attribution modeling different from last-click reporting?
- Last-click reporting credits the final touchpoint before conversion, which systematically undervalues awareness and consideration channels. Attribution modeling distributes credit across all touchpoints in the customer journey — first touch, linear, time-decay, or data-driven models depending on your funnel complexity. This reveals which channels actually drive pipeline, not just which ones close it, leading to significantly better budget allocation decisions.
- Can you work with our existing analytics setup?
- Absolutely. Most engagements start with an audit of your current setup to identify tracking gaps, data quality issues, and missed opportunities. I build on what you have, fixing and extending rather than replacing. If your existing tools are fundamentally inadequate for your needs, I will explain why and propose alternatives — but the default is to improve, not overhaul.
- How often do you deliver performance reports?
- I deliver monthly performance reports with narrative analysis, trend identification, and strategic recommendations. Executive dashboards are always-on — your leadership team has real-time access to the metrics that matter. I also provide quarterly deep-dives that assess strategy effectiveness and inform budget planning for the next period.
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Ready to see what your data is really saying?
Let's build an analytics foundation that turns marketing data into confident decisions.
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