Analytics & Measurement
Measurement is infrastructure. If the tracking is wrong, every decision downstream of it is wrong and nobody finds out for a quarter. I treat instrumentation as part of the build rather than something bolted on once there is traffic to explain.
How I use it
Conversion tracking for paid campaigns
Google Ads optimises against the signal you give it. Configuring GA4 conversions and importing them properly is the difference between the algorithm learning from real outcomes and learning from a pageview. This is the most common thing I find broken.
GA4 and Tag Manager audits
Double-fired events, misattributed sessions, referral exclusions never set. The reports look perfectly healthy either way, which is what makes it expensive to leave alone.
Measuring engagement, not just conversions
For evaluation-led pages the useful measure is the mix — time, scroll depth, interaction, return visits. A single conversion number says almost nothing about whether the page did its job.
Search Console paired with GA4
Query-level impressions and click-through traced through to what the page then did, rather than treated as two unrelated tools nobody reconciles.
What I use
- GA4
- Google Tag Manager
- Google Search Console
- Looker Studio
- Ahrefs
Where you can see it
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.