Measurement and reporting

Analytics & Tracking Services

I help businesses measure the leads, calls, forms, purchases, and page actions that marketing is supposed to create.

The work starts by defining what counts, fixing what is missing or double-counted, and making reporting easier to use.

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Featured Analytics and Tracking Results

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Quarterly Marketing Roadmap for Execution Focus

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Project description

Recent work was moving across SEO, paid media, social, and reporting, but the team needed a clearer quarter plan tied to business outcomes instead of channel activity.

Approach

Reviewed recent channel performance, repaired two analytics issues, and rebuilt the next-quarter roadmap around priority page traffic, qualified leads, and paid efficiency.

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Results

20% more qualified leads quarter over quarter19% lower paid acquisition costs29% more organic traffic to priority pages quarter over quarter

Skills & deliverables: Cross-channel audit, Roadmap planning, PPC and SEO review, Analytics QA, Measurement repair

What I Do

Conversion Measurement Plan

Conversion-definition cleanup
Event and action mapping for the metrics that matter
Primary metrics and useful secondary actions separated clearly
Forms, calls, key page actions, and lead-quality signals mapped clearly

GA4 and GTM Setup

GA4 property setup or cleanup
Tag and trigger cleanup or buildout in Google Tag Manager
Validation for forms, calls, and major event flows
Naming, structure, and maintenance rules made easier to follow

Tracking QA and Reporting Inputs

Checks for duplicated or inflated conversions
Source and medium sanity checks
Cleaner reporting views created or scoped
QA after tracking changes, launches, or site updates

Channel Measurement Help

Measurement connected to SEO, PPC, landing pages, and local campaigns
Prioritization of tracking fixes based on business impact
Clearer routines for reviewing marketing performance
Ongoing cleanup and validation when the stack keeps evolving

Where I Usually Start

I start by defining the actions that actually matter.

Before touching tags, I clarify which forms, calls, purchases, leads, page actions, or funnel steps should count as meaningful outcomes.

I audit what is already firing.

The case studies usually involve duplicated events, missing conversions, noisy goals, weak Google Ads imports, or GA4/GTM setups that do not match how the business actually works.

I fix the tracking setup.

That can mean GA4 events, GTM tags, triggers, conversion definitions, Google Ads imports, cross-domain details, or form/call tracking that needs cleaner logic.

I QA before the report gets used.

I check whether events fire once, fire in the right places, carry the right values, and line up with the numbers teams are using to make decisions.

I leave the setup easier to use.

The goal is not just more data. It is cleaner optimization, clearer reporting, and fewer arguments about whether the numbers mean anything.

Analytics and Tracking FAQ

What does analytics and tracking work usually include?

It usually includes some mix of conversion-definition cleanup, GA4 and GTM planning or implementation, event tracking, form and call tracking, QA, and reporting support.

Do you only work in GA4 and GTM?

Those are usually the center of the work, but I also care about the forms, call systems, dashboards, and reporting inputs that affect whether the setup is actually useful.

Can you help if the data is only partially broken?

Yes. A lot of measurement problems are not complete failures. They are partial breaks, weak definitions, duplicate events, or reporting patterns that slowly erode confidence over time.

Can you implement GA4 and GTM from scratch too?

Yes. Some engagements are mostly cleanup. Others need net-new event planning, GTM structure, conversion setup, and documentation before the reporting becomes usable.

Why start here before channel optimization?

Because channel decisions get better when the numbers are cleaner. If the tracking baseline is weak, it becomes much harder to know which campaigns, pages, or changes are really helping.