My Services
With over 15 years of experience in website measurement planning, implementation and analysis, I've helped numerous businesses transform their digital estates' data from scattered numbers into clear, actionable insights that have driven growth and increased engagement and literacy organisation-wide.
Here's what I can do for your business...
Below are a list of the services I can provide. Click on the plus signs to read additional info about each service and if you’ve any questions, feel free to contact me or set-up a scheduled call
Google Analytics
Every business needs reliable data to make informed decisions. Google Analytics remains the industry-standard for digital measurement, but setting it up correctly for gathering meaningful insights can sometimes be tricky. With extensive experience across dozens of GA4 implementations, I can provide customised analytics solutions from basic audits and setups to complete measurement framework rollouts and reporting.
My Google Analytics services include:
I can review your existing GA4 implementation to identify gaps, errors, and improvement opportunities. My audit process examines your configuration, tracking setup, and data quality, providing recommendations to transform an underperforming analytics setup into a reliable measurement system.
I offer a streamlined GA4 implementation service for businesses needing a solid analytics foundation quickly. This includes proper account configuration, essential event tracking, and basic reporting views that give you immediate visibility into key user behaviours and conversion metrics.
Ensuring your GA4 implementation works harmoniously with your consent management platform (CMP), respecting user privacy choices while maximising the value of consented data. I can setup basic or advanced Consent Mode configurations for Google and Microsoft, and advise on general GDPR compliance across your digital estate.
With a tailored GA4 setup that aligns with your specific business objectives and measurement needs, I can help capture the user journeys and interactions that matter most to your organisation. I can create bespoke measurement frameworks that extend GA4’s standard capabilities, allowing you to segment and analyse your data in ways specific to your business needs. Once setup I can configure GA4 to ensure all this data is surfaced and usable from day one.
Using the Explore reports native to all GA4 accounts I can set your organisation up with a set of tailored reports that go beyond the out-the-box report suite. If you like the main interface I can also tailor the reporting library to provide you with reports structure that align with your requirements and workflow.
I conduct thorough testing of all analytics implementations to ensure data accuracy and completeness, and rooting out areas that maybe generating bad or inaccurate data. I can setup bespoke campaign and UTM name generators that the whole business can use to ensure uniformity across teams.
My GA4 implementations are built with scalability and clarity in mind, thoroughly documented to ensure your team understands not just what data you’re collecting, but how to interpret it effectively.
Google Tag Manager
At the heart of any good tracking setup. Be it client-side or server-side, the most important thing is to ensure that your site’s tagging ecosystem is setup to produce data that provides you with insightful, actionable data. I’ve over a decade of experience of working with this industry-standard tool setting up tracking systems for a huge range of businesses, charities, government organisations and sporting bodies
I am skilled in all aspects of GTM setups – my services include:
I can review your current setup and advise on where improvements and optimisations can be made. This could be as simple as renaming and sorting your tags to make them more understandable and manageable, all the way through to a complete overhaul of your event and tag structure.
Alongside my measurement and implementation planning, I can setup a bespoke tracking system for your website ensuring the data that matters to you is collected in a way that is easy to understand in native reporting platforms (be that Google Analytics, Facebook or any other third-party platform that you use), as well as priming it for export into dashboard software or data warehousing. If you’ve already worked out what’s important to you, I can translate your measurement requirements into an implementation plan that I can use, and that can be passed to your web development team to deploy a solid measurement infrastructure.
99% of my clients use GTM to pass data through to Google Analytics. Using a proven best-practice setup, I can provide a setup from a simple out-the-box deployment all the way through to complicated bells-and-whistles tracking systems.
Ready to take the next step with your data, improving data accuracy and giving you optimum control of what you send to your third-party vendors? I can setup server-side tracking to provide all this. Not sure what server-side tracking is – what is does, how much it costs, and how you might benefit? I can provide consultation to assess your data needs and if server-side tracking is the right option for you.
As well as setting up your tracking I can ensure all your data is GDPR compliant – respecting user privacy choices by giving the, easy to manage consent choices. I can audit your current consent management platform (CMP) to ensure it is running correctly or set it up from scratch. With dozens of Consent Mode setups under my belt, I can ensure that your site adheres to DMA compliance.
As a freelancer, I understand that I won’t be working with you forever, so I aim to setup your GTM containers in the clearest, most easy to follow way with clear folder structures, easy to understand naming conventions and code with extensive comment and notes meaning that whoever comes after me should be able to understand my setup and continue to provide you with premium web data.
Measurement & Implementation Planning
Every organisation and business has different requirements, different goals, different takes on what success looks like. A robust measurement plan is essential and should be in place before a single tag is placed on your website. With over a decade of experience creating measurement frameworks for organisations of all types and sizes, I can help define the objectives for your website and ensure that all metrics are focussed on measuring its success this via reasoned KPIS with actionable outcomes.
My measurement and implementation planning services include:
My approach begins with tailored stakeholder questionnaires to uncover website objectives, success metrics and user journey pain points. From these insights, I create a measurement framework that connects business objectives to specific goals, KPIs and relevant dimensions. Each KPI includes clear rationales and example outcomes, ensuring everyone understands why metrics matter and how they can drive business decisions. My documentation is comprehensive, clear and designed to serve as an ongoing reference long after our engagement ends, making it easy for your team to understand not just what to implement, but why it matters.
I bridge the communication gap between business and technical teams, converting plain English requirements into technical specifications and translating complex technical concepts for non-technical stakeholders.
I can create detailed, developer / analyst-friendly guides that serve as blueprints for your teams, reducing miscommunication and ensuring accurate implementation. I can design comprehensive datalayer schemas that capture essential information about users, content and interactions, providing flexibility for future tracking needs without constant developer involvement.
GTM deployment planning: Along with the planning, I ensure your measurement framework is effectively implemented through a structured deployment approach. I create detailed GTM implementation plans that align technical execution with business requirements, delivering clean, scalable data collection architectures that grow with your organisation. Have a measurement plan in place, but need an expert to deploy it? I can help with that!
My GA4 implementations are built with scalability and clarity in mind, thoroughly documented to ensure your team understands not just what data you’re collecting, but how to interpret it effectively.
Dashboards & Data Visualisation
Turning data into actionable insights requires more than just collection – it demands clear, engaging visualisations that tell a compelling story. I create dashboards that transform complex analytics into accessible, visually engaging decision-driving tools using either Looker Studio or Power BI, depending on your needs. In a previous life, I worked as a graphic designer and I think this gives me a unique understanding of the critical balance between engaging aesthetics with functional clarity. My data visualisation services include:
I am skilled in all aspects of GTM setups – my services include:
Big isn’t always better, and when it comes to dashboards an all-singing, all-dancing mega-report is rarely the best way to regularly engage with your data. I work with you to define what truly matters for your business, starting with focused, small dashboards that prove their value before expanding, if required. This ensures we develop reports that genuinely support decision-making rather than creating giant reports that no-one understands or uses.
Whether you prefer Looker Studio (starter templates) or Power BI, I can develop solutions to match your technical environment and reporting needs.
I combine data from multiple sources – web analytics, social media and advertising platform, CRMs – creating holistic views that break down data silos and reveal cross-platform insights your single-source reports might miss.
I can produce polished reports based on your dashboard data. These shareable, presentation-ready documents highlight key trends, achievements, and opportunities, perfect for stakeholder meetings, executive reviews, and team communications.
I can provide training sessions to ensure your team can confidently use and modify dashboards. This can cover both how to use the multitude of features modern dashboarding platform provide or I can run sessions with your teams to provide them with the knowledge of how to interpret their data and how to turn into actionable outcomes.
My process focuses on creating sustainable, useful reporting tools rather than flashy visualisations that look impressive but deliver little value. I ensure your dashboards remain relevant, maintainable, and truly drive better business decisions.
CRO & A/B Testing
Conversion rate optimisation shouldn’t be about guesswork or institutional folklore. Using a data-led methodology and the concepts of conversion, journeys, blockers and enablers as the foundation for all tests, I help organisations identify opportunities to improve user experiences, develop robust testing hypotheses, and implement experiments that drive meaningful business results. Experienced with all major CRO testing platforms, I can assist with a range of testing scenarios:
My measurement and implementation planning services include:
I analyse your existing analytics data to identify conversion blockers and opportunities. Using platforms like Google Analytics, Hotjar and FigPii, I can uncover where and why users abandon their journey, providing the groundwork for a robust testing and optimisation program.
Without the why your tests will lack context or direction. I can create structured testing hypotheses based on quantative and qualatitive data. Each hypothesis clearly articulates what we’re changing, why we believe it will work, and how we’ll measure success.
I can implement A/B, multivariate, and split tests using industry-standard tools. My technical experience ensures proper test configuration, statistical significance calculations, and integration with your analytics platforms for comprehensive reporting. Dependent of the complexity of the testing program, I can work with your development teams to ensure tests are setup right to collect meaningful data.
Beyond simply declaring winners, I provide detailed analysis of test outcomes, including segment performance, secondary metric impacts, and actionable insights and iteration for future optimisation – turning test results into sustainable conversion improvements.
I provide comprehensive documentation throughout the testing process – from detailed pre-test plans outlining objectives, variants, and success metrics to post-test reports capturing results, learnings and recommendations. This creates a valuable knowledge repository that informs future optimisation efforts and stakeholder communications.
Iteration is key to the continued success of your website. I can create structured, ongoing testing programmes that build upon each experiment’s learnings. Rather than isolated tests, you will have a cohesive optimisation strategy aligned with your business objectives.
I know I won’t be with you forever, so I can equip your team with the skills to continue optimisation independently, covering test design, implementation best practices, and results interpretation through tailored training sessions.
My approach to CRO focuses on sustainable improvements rather than quick fixes. By combining qualitative insights with quantitative data, I can help you develop a testing culture that continually enhances user experience and drives conversion improvements.
Analysis & Reporting
I transform complex data into clear narratives that drive decision-making and demonstrate business impact. My reporting philosophy emphasises actionable insights and visual engagement over data dumps or just playing back the numbers presented in a chart.
My analysis and reporting services include:
I can create regular performance summaries that go beyond raw metrics to explain what’s happening, why it matters, and what actions you should consider. These reports balance comprehensive data with accessible insights for both technical and non-technical audiences.
I will develop bespoke Excel workbooks with advanced formulas, pivot tables, and data models tailored to your specific business questions. These analytical tools can be designed for ongoing use by your team with clear documentation.
Cards on the table – I’m not a SQL ninja, but I have experience analysing and transforming data. BigQuery has been my main area of use – building out GA4 queries for dashboards and data exports. I’ve also helped clients drill down in CRMs and inventory databases. My SQL might not win any elegance awards, but it gets the job done when we need to extract something specific that standard interfaces can’t provide.
If it’s more convenient to keep all your data in Excel, I can develop in-app dashboards that provide data in a clear, compelling format that facilitates quick understanding and decision-making. I can transform a boring spreadsheet into a branded, visually engaging report for use in-house or with your own clients.
Every analysis I produce includes clear, prioritised recommendations based on data findings. I ensure these suggestions are practical, aligned with business objectives, and supported by the evidence.
I focus on creating materials that not only inform but empower stakeholders to make confident, data-driven decisions that drive measurable business improvement. My analytical approach combines technical expertise with compelling storytelling to ensure your data delivers genuine value.