Analytics & tracking
Web analytics
GA4 and Adobe Analytics audits, setup and customization, so every report is built on data you can trust.
Analytics provides the data and insights that should inform your decisions, improve your website’s performance and help you reach your business goals. It shows you how people behave, tracks conversions, evaluates marketing campaigns and keeps you competitive.
It also tells you how your marketing performs: which channels work (organic search, social media, paid advertising), which referral sources and landing pages bring results, and what return each effort delivers.
Website, app and offline analytics audit
An audit covers the whole measurement setup, from the first tag to the last report:
- Tracking code verification. Checking that tracking code (GA, GA4 or Adobe Analytics) is installed correctly on every page of the website or app.
- Data collection. Verifying that the data being collected is accurate and complete, and that you have the tracking pixels, heatmaps and visitor recordings you need to make good decisions.
- Data accuracy. Making sure the data reflects what visitors actually do. You don’t want to make decisions based on bad data.
- Data lakes. A central repository for large volumes of structured, semi-structured and unstructured data in its raw format, so web data can be joined with everything else.
- Goal and conversion tracking. Checking that goals and conversions are configured properly and recording accurately.
- Customization and segmentation. Evaluating custom dimensions and segments, so you can understand different users and their experience.
- Reporting. Reviewing existing reports and dashboards to make sure they produce useful insights and clear recommendations. I believe each channel should have its own dashboard, so each department can optimize its conversions quickly.
- Recommendations. Improvements to data collection, analysis and reporting. With my development background I can also implement them.
- Keyword and SERP analysis. A local SEO audit of the search results for the keywords you want to be found for, to see where you stand against competitors. These keywords often help paid media teams too.
Installation and setup, including GA4
- Advanced segmentation, including base, e-commerce and custom Google Analytics code
- Creating and organizing accounts, properties, custom dimensions, custom metrics, reporting views and filters, user management, custom reports and team dashboards
- Event and campaign tracking beyond what GA4 records out of the box
- Fault reporting with advanced user and site segmentation
- Conversion rate and funnel analysis
- Audiences and attribution models for dynamic remarketing campaigns in Google Ads
- Conversion tracking and optimization
- Multi-channel funnel reporting on the traffic-source paths that lead to a conversion
- Google Ads campaign optimization. I firmly believe that Google Ads without analytics is like a fridge without a door: it may keep things cold, but you are throwing away money.
- Site search tracking, to see what visitors can’t find and to inform new content, navigation changes or simply a new button on a page
- User-based content grouping: grouping content by how people interact with it
- Event tracking to understand behaviour and intent
- Custom reports by channel and audience
- Remarketing and advertising reporting features
- Measuring search engine performance over time through segmentation
Customization
- Advanced tags that measure user groups (logged in or not), dwell time on a page and scroll depth
- Social media pixels that send engagement and conversion data back to each platform, for advertising and remarketing, audience insights, custom audiences and ad attribution
- Dedicated landing page tracking reports for marketing campaigns, for better relevance, measurement, segmentation and personalization
- Measuring ROI, bounce rate and exits by keyword, channel and page, to see whether a campaign lived up to expectations
- Custom dashboards of the most important KPIs, so optimization opportunities stand out
- Explaining analytics in plain language, with visual dashboards for people who don’t live in KPIs and click-through rates
- Remarketing lists and campaigns
- End-to-end implementation, monitoring and reporting of analytics tags, often across several domains and purchase funnels
Clients
| Client | Platform | Role |
|---|---|---|
| Disney | Custom CMS | SEO and A/B testing specialist |
| Universal Orlando Resort | Custom CMS | Senior analytics, GTM and optimization specialist |
| Nissan | Magento | Senior analytics, GTM and optimization specialist |
| KPMG | Magento | Senior analytics, GTM and optimization specialist |
| Pepsi | Custom CMS | Senior analytics, GTM and optimization specialist |
| ParticipACTION | Custom CMS | Senior analytics and GTM implementation specialist |
| KitchenAid | n/a | GTM and optimization specialist |
| Gatorade | Custom CMS | Web developer |
| Fuller.com | Shopify | Senior analytics, GTM and optimization specialist |
| Birchbabe.com | Shopify | Senior analytics, GTM and optimization specialist |
| Spiritspashop.com | Shopify | Senior analytics, GTM and optimization specialist |
| Bettenhauscanada.com | Shopify | Senior analytics, GTM and optimization specialist |
| Elefootprints.com | Shopify | Senior analytics, GTM and optimization specialist |
| Yourmentalwealthadvisors.com | Headless CMS | Senior analytics, GTM and optimization specialist |
Web analytics advocate
Getting internal support for analytics projects can be hard. I’ve learned to translate analytical insights for non-analytical stakeholders, with clear and highly visual dashboards, and I act as an analytics advocate inside the teams I work with.
- Managed web analytics tools and served as the contact point for marketing, technology, business staff and vendors
- Set up funnels and goals, and reported on them weekly and monthly for every business group and for management
- Baseline traffic monitoring, bounce rate and exit page analysis
- On-site search analysis, reported to development and management to guide SEO and site improvements
- Holistic dashboards that drive business decisions, plus ad-hoc reporting
- Audits of existing implementations: data quality, reporting and how the data is actually used
- Business requirements, objectives and key metrics defined with technical and business teams
The detail of each analytics role, at Universal Orlando Resort, ZulualphaKilo, TBWA Toronto and TheDigiblender, is on the experience page.