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
Paid spend with no feedback loop
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 single most common thing I find broken.
A dashboard reporting the wrong thing confidently
Auditing GA4 and Tag Manager for double-fired events, misattributed sessions and referral exclusions that were never set. The reports look fine either way, which is what makes it expensive.
Sites where a conversion count says nothing
For evaluation-led pages the useful measure is the engagement mix — time, scroll depth, interaction, return visits. A single conversion number tells you almost nothing about whether the page did its job.
Search performance nobody is reading
Search Console paired with GA4 so query-level impressions and click-through can be traced to what the page then did, rather than treated as two unrelated tools.
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.