Google Analytics (GA4) Expert

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.

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.

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.

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.

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.

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.