Google Analytics (GA4) Expert
Without Accurate Tracking, You're Optimising in the Dark
I'm Jason, a UK-based Google Analytics expert with over five years of experience implementing and maintaining GA4 for organisations of all sizes — from growing e-commerce brands and B2B businesses to charities and nonprofits.
I set up tracking that's accurate, reliable, and built to last, so that every marketing decision you make is grounded in data you can actually trust. I work with clients across the UK, Europe, the Middle East and North America.
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A GA4 implementation is only as good as the decisions made during setup. Get it wrong at the foundation — misconfigured data streams, incorrect session settings, missing integrations — and everything built on top of it is compromised. I've seen it more times than I can count.
I implement GA4 from the ground up using best practices, ensuring your property is configured correctly from day one. That means accurate data collection, clean integrations with your advertising platforms, and a setup that's built to scale as your business does.
Complete, correct configuration — Data streams, events, conversions, and settings all properly implemented from the start.
Platform integrations — GA4 connected cleanly to Google Ads, Search Console, and any other tools in your stack.
Built to last — A setup structured for long-term reliability, not just immediate functionality.
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If you can't measure the actions that matter — purchases, form submissions, sign-ups, donations, calls — you can't optimise for them.
Conversion and event tracking is the bridge between your analytics data and your marketing performance, and when it's set up incorrectly, every decision downstream is built on sand.
I define, implement, and validate the events and conversions that are meaningful to your business, ensuring your campaigns are optimising against the right signals and your reports reflect what's actually happening.
Critical conversions tracked accurately — Capture the actions that drive your business, not just the ones that are easy to implement.
Cross-platform consistency — Ensure the same actions are tracked reliably across GA4, Google Ads, and your paid social platforms.
Validated and tested — Every tracking implementation is thoroughly tested before sign-off, not assumed to be working.
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Standard GA4 tracking captures what happens on the surface. A properly implemented data layer captures what's happening underneath — product interactions, checkout behaviour, user attributes, CRM data, and more — giving you a far richer, more accurate picture of how your customers behave.
This is the level of tracking that separates organisations making genuinely informed decisions from those working with partial data and filling the gaps with assumptions.
Richer, more precise data — Go beyond pageviews and sessions to understand real user behaviour in depth.
Custom data layers — Built to your specific business needs, not adapted from a generic template.
Enhanced e-commerce tracking — Full visibility of the purchase funnel, from product impressions through to completed transactions.
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Most GA4 implementations have problems.
Duplicate events, missing conversions, inflated session counts, broken integrations — these issues are common, often invisible, and consistently lead to poor marketing decisions.
If you've never had your tracking independently audited, there's a reasonable chance you're working with data that isn't telling you the full story.
I conduct thorough audits of existing GA4 setups, identify what's broken or inaccurate, and fix it — providing you with a clear report of what was wrong, what was changed, and why.
Independent, expert assessment — An honest appraisal of your current setup with no incentive to tell you what you want to hear.
Systematic error resolution — Issues identified, prioritised, and fixed methodically rather than patched over.
Clear documentation — A full record of your tracking setup so nothing is left undocumented or unexplained.
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GA4's default reports answer generic questions. Your business has specific ones. I build custom reports and dashboards that surface the metrics and dimensions that actually matter to you — cutting through the noise of raw data to give you a clear, actionable view of performance.
Whether you need a board-level overview, a campaign performance dashboard, or a detailed funnel analysis, I'll build something that works for the people using it — not just the people who understand GA4.
Reports built around your goals — Not generic templates, but outputs designed for your specific business questions.
Accessible to non-technical stakeholders — Clear, well-structured dashboards that don't require a data analyst to interpret.
Actionable, not just informative — Insights structured to drive decisions, not just document what happened.
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GA4 and Google Tag Manager are deeply interconnected — in most implementations, GTM is the mechanism through which GA4 tracking is deployed and managed. If your Tag Manager setup is disorganised or incorrectly configured, it will undermine even the best GA4 implementation.
My Google Tag Manager consultancy service covers everything from initial setup and container organisation through to complex custom tag configurations — ensuring your entire tracking stack works together as it should.
A joined-up tracking setup — GA4 and GTM implemented and maintained as a coherent whole, not in isolation.
Reduced reliance on developers — GTM configured correctly means marketing changes can be made without constant development resource.
One specialist across your full stack — No handoffs between separate GA4 and GTM contractors, and no gaps in accountability.
Get in touch today
Don’t worry, your details won’t be used for newsletters or cold emails!
Free, no-obligation call
I’ve worked in-house, so I know how frustrating the agency hard sell can be!
That’s why I offer a free, no-obligation call where we can talk about your challenges and see if I’m the right fit to help. If I am, great! But if I think your resources would be better spent elsewhere before we work together, I’ll be upfront about it.
So, what have you got to lose? Submit an enquiry and see if we can get your business moving in the right direction!
What Poor Tracking Is Actually Costing YoU
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You're optimising campaigns against the wrong signals
Bidding algorithms learn from your conversion data. If that data is inaccurate, every pound your campaigns spend is being directed by a model that doesn't reflect reality — and performance suffers quietly as a result.
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Your Budget Decisions Are Based on Incomplete Information
Without reliable tracking, you're allocating spend on instinct rather than evidence. The channels that look best in a broken report aren't necessarily the ones delivering real value.
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Your Data Is Undermining Stakeholder Confidence
When GA4 numbers don't match what finance or sales are seeing, trust in marketing data erodes. Accurate tracking fixes the numbers — and rebuilds the credibility of your reporting.
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Suzy Podstolski, Senior Strategic Marketing Manager @ Tommy's
Jason is always incredibly responsive and swift to answer any questions and provided plenty of guidance and insight throughout the process. I really appreciate his thorough and detailed approach - Jason goes above and beyond to offer solutions to problems faced along the way.
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Carolyn Hardy, Supporter Experience Manager @ Depaul UK
“Since implementing the new tracking setup, we’ve seen a consistent reduction in our cost per acquisition for donations and a notable uplift in return on ad spend across Meta campaigns. As a charity without in-house technical support, it’s been invaluable to partner with Jason - reliable, proactive, and genuinely invested in our success."
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Laura Morrissey, Marketing Director @ Anthony Nolan
"Jason is super talented with a phenomenal work ethic. He excels at taking on big challenges and innovative problem solving. He managed all digital paid acquisition at Anthony Nolan and was always pushing incremental improvements in campaign performance and data mapping. He’s also a great person to have on your team."
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Joana Martinho, Content Marketing @ Motors.co.uk
"Jason was a pleasure to work with. A highly passionate and results driven professional who was always available and ready to support us. Definitely a gem to any company. Thanks so much for your insights and knowledge."
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Andy Trowers, Digital Product Manager @ Fight For Sight
“Jason is highly professional and completed tracking work for us quickly and to a very good standard. He is very pro-active and managed external partners well. I would definitely recommend using his services.”
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Victoria Rugg, Head of Communications & Digital @ SOS Children's Villages UK
“Working with Jason was great; he was incredibly competent and thorough, and made a really complex setup feel manageable. We can finally trust our data and clearly see what’s driving our fundraising forward. It’s given us real confidence to grow our impact.”
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Abigail Twinn, Individual Giving and Community Manager @ akt
We worked with Jason on making sure our tracking was fully compliant and working correctly so we could optimise campaigns. He was great, super responsive, happy to jump on calls and problem solve and really knowledgeable.
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Mags Rivett, Director Income & Engagement @ Family Holiday Charity
Jason was very responsive and easy to work with – clearly understood our challenge and recommended a very neat approach that he implemented for us. He’s left us with a working system that will actually support us to make more effective decisions and understand our audience’s behaviour and actions. His approach to sharing his knowledge and insight with non-experts is superb. Thank you!
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Melissa Wheeler, Senior Content & Copywriter @ Publicis Sapient
"They say that people do business with people and that's certainly true when working with Jason. Not only has his attentiveness and skill at managing my client's campaigns been flawless but he always has a 'can do' attitude, providing solutions to any hurdle or concern and understanding urgency while explaining the methodology behind the campaigns too. A pleasure to work with and an asset to any team."
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Meghan Reilly, Grants & Partnerships Manager @ Jai Dog Rescue
"Working with Jason has transformed our understanding of how supporters engage with Jai Dog Rescue online. He took the time to understand both our goals and the challenges we were facing with our tracking, and the improvements he implemented have given us confidence that our donation data is accurate, our tracking is compliant, and our fundraising campaigns are being measured properly."
Creating Impact for clients
MY PROCESS
1 - Consultation: Understand Your Goals and Challenges
We’ll start with a conversation to explore your goals, challenges, and current setup. By asking the right questions, I’ll identify what’s working, what needs improvement, and where the opportunities are for more accurate tracking and better insights.
Assess current setup – Identify strengths and areas for growth.
Clarify goals – Align on what success looks like for your business.
2 - Proposal: Tailored Plan for Your Needs
Based on our consultation, I’ll create a custom plan that includes recommended actions, clear timelines, and cost estimates to meet your needs and goals.
Custom recommendations – A plan that fits your unique requirements.
Clear timelines & costs – Understand exactly what to expect and when.
3 - Execution: Implement and Keep You Informed
Once approved, I’ll implement the plan, whether starting fresh, enhancing existing tracking, or solving technical challenges. I’ll provide regular updates and ensure everything is working as it should.
Seamless execution – Execute with precision, from setup to troubleshooting.
Ongoing communication – Stay updated on progress and results.
FAQs
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Probably not entirely — and that's not a guess.
In my experience, the majority of GA4 implementations have at least some inaccuracies, whether that's duplicate events, missing conversions, incorrect session configuration, or broken integrations with advertising platforms.
The problem is that most of these issues are invisible unless you know what to look for.
If you haven't had your setup independently audited, a tracking audit is usually the most valuable place to start.
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Universal Analytics was sunset by Google in July 2023 and no longer processes data. GA4 is its replacement — built on a fundamentally different event-based data model rather than the session-based model of its predecessor.
The two are not directly comparable, and organisations that simply migrated their UA setup to GA4 without reconfiguring it properly are likely sitting on data that's incomplete or misleading.
If your GA4 property was set up during or after the migration period, an audit is strongly recommended.
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In most cases, yes.
Google Tag Manager is the mechanism through which GA4 tracking — particularly event and conversion tracking — is most reliably deployed and managed.
Without it, every tracking change requires direct intervention in your website's code, which creates a dependency on developer resource and increases the risk of errors.
A properly configured GTM setup gives your marketing team far greater control and flexibility.
My Google Tag Manager service covers this in full.
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It depends on the complexity of your website and what needs to be done.
A straightforward GA4 setup for a standard website typically takes a few days. A full audit and error resolution project, or an advanced data layer implementation for a large e-commerce site, can take considerably longer.
Once we've had an initial conversation and I've assessed your current setup, I'll provide a clear proposal with realistic timelines before any work begins.
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For standard GA4 configuration and most event tracking, no — changes are made within Google Tag Manager and the GA4 interface itself, without touching your site's codebase.
For advanced implementations involving a custom data layer, some development work will be required. In those cases I'll scope exactly what's needed and can work alongside your existing development team or recommend trusted resource if you don't have one in-house.
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Yes, and it's a common arrangement.
Many organisations have a marketing agency or in-house team managing their campaigns but lack the specialist technical expertise to implement and maintain accurate tracking.
I work alongside existing teams regularly, either as a hands-on implementation resource or in an advisory capacity — providing the technical foundation that makes everyone else's work more effective.
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Both.
Some clients need a one-off setup, audit, or implementation project with a clear start and end point.
Others prefer ongoing support — particularly larger organisations where tracking requirements evolve regularly as new campaigns, website changes, and integrations create new tracking needs.
I'll recommend whichever arrangement makes most sense for your situation rather than default to ongoing retainer work if it isn't genuinely needed.