reliable website, conversion and advertising data you can trust

Tracking is only useful if you can trust the numbers.

I help businesses set up, audit and fix website analytics and conversion tracking across GA4, Google Tag Manager, advertising platforms, affiliate systems and consent tools.

This goes beyond checking whether a tag is installed. I make sure the right actions are measured, the data reaches the right platforms and the different parts of the setup work together properly.

Whether your tracking is broken, incomplete or simply not providing useful answers, I can identify what needs changing and implement the required fixes.

what clients say about working with me

Dave recently helped migrate our website analytics over to GA4. From our discussions, Dave tailored the analytics to our particular business needs, which has been invaluable. He is thorough, knowledgable and a pleasure to work with.

Yvonne Thomson
wardrobeicons.com

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A good tracking setup starts with understanding what the business needs to know.

It is easy to keep adding events, tags and pixels without considering whether the resulting data is accurate or useful.

I start by reviewing the website, the customer journey and the actions that matter. These might include enquiries, purchases, registrations, calls, downloads or bookings.

I then look at how those actions are currently measured and whether the data reaches the right analytics, advertising and reporting platforms.

The aim is to create a setup that is accurate, useful, maintainable, properly consent-aware and aligned with the decisions your business needs to make.

Where something is broken or incomplete, I can fix it directly or work alongside your developer where website-level changes are required.

I've worked with businesses using a mix of platforms - and I can audit or configure whatever you're working with. That includes:

google analytics 4

I can set up, audit and improve GA4 so it measures the actions that matter to your business. This includes events, key events, ecommerce tracking, custom definitions, integrations and reporting.
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google adwords

I can review and improve Google Ads conversion tracking so important actions are measured accurately and campaign decisions are based on reliable data.
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facebook / meta

I can configure and troubleshoot Meta Pixel and conversion tracking, including missing, duplicated or incorrectly recorded events.
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I can configure and review Pinterest tracking so relevant visits and conversions are measured properly.
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affiliates

I can review affiliate tracking to make sure referrals and conversions are recorded consistently and the required data reaches each platform.
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server side tracking

Where appropriate, I can assess, configure and troubleshoot server-side tracking to improve how data is collected, controlled and shared.
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shopify pixels

I can review and configure Shopify tracking where pixels, ecommerce data, platform changes or consent requirements are affecting measurement.
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cookie consent & compliance

I can review how your consent platform works with GA4, advertising tags and other tracking tools before and after a visitor makes their consent choice.
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The most useful tracking setups do not stop at one platform.

GA4 records what people do on the website. Advertising platforms need conversion data to measure and optimise campaigns. Consent settings determine which tags can run.

Ecommerce platforms provide transaction data. Reporting then needs to bring everything together clearly. That is why I review the wider setup rather than treating each tool as a separate job.

This helps identify and prevent common problems such as:

platforms recording different versions of the same conversion
events firing more than once
important actions being missed
analytics and advertising data not matching
tracking breaking after website changes
consent settings affecting measurement unexpectedly
tags collecting data nobody actually uses

Good tracking is not just about fixing tags.

Reliable data supports better decisions across SEO, advertising, conversion optimisation and wider website performance.

I can also help you use that data more effectively through:

looker studio reporting

Bring useful data from analytics, search and advertising platforms into clear dashboards and reports.
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website tracking audits

Review the complete tracking setup to identify what is working, missing, duplicated or incorrectly configured.
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seo & search performance

Use reliable analytics to understand whether search visibility, landing pages and website changes are producing useful results.
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I can work directly with business owners or alongside marketing teams, digital agencies, web developers and ecommerce managers where specialist analytics and tracking support is needed.

My role is to take ownership of the measurement side, help connect the different platforms and make sure the people using the data can trust what they are seeing.

That often means acting as the link between marketing, development and analytics requirements so tracking problems do not get stuck between different teams.

If you need broader specialist support across an internal team, you can also find out more about how I work with in-house teams.

Tracking does not stay static.

Websites change, campaigns launch, consent platforms are updated and new measurement requirements arise.

I provide ongoing or ad-hoc support without requiring a large retainer.

tracking & reporting

Keeping an eye on performance and making sure your tracking stays accurate.
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ad-hoc support

Quick questions, troubleshooting, or tracking tweaks - flexible help, whenever you need it.
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not sure what's wrong with your tracking?

If the numbers do not look right, something has stopped working or you are unsure whether the right actions are being measured, tell me what is happening and I will help you work out where to start.

tell me what you need help with

Understanding what users do on your website - and making sure the data is accurate - is essential for making informed decisions. These guides cover everything from GA4 setup and event tracking through to debugging issues, user interaction tracking and privacy-focused implementations.

tracking setup & implementation

These guides cover the foundations of GA4 and event tracking - including setup, conversions and managing tracking across different environments.

How To: Configure Events and Conversions for Google Analytics 4
Configure events and conversions in GA4 to properly measure user engagement, form submissions, purchases and other key actions across your website.

How To: Set Up Google Analytics and GA4 on Multiple Environments
Learn how to separate staging, test and live website data in GA4 and Google Tag Manager to keep your reporting accurate and free from development noise.

debugging & data accuracy

Tracking is only useful if the data is reliable. These guides focus on diagnosing issues, filtering bad data and making sure events are recorded correctly.

Solved: Why Google Tag Manager Events Are Not Showing In Analytics
Troubleshoot why Google Tag Manager events are not appearing in GA4 or Google Analytics, including common setup mistakes, trigger issues and debugging tips.

How To: Block Spam Traffic From bot-traffic.icu In Google Analytics
How to identify and block spam traffic from bot-traffic.icu in Google Analytics to keep your reporting cleaner and your data more reliable.

user interaction tracking

Understanding how users interact with your site can provide valuable insights beyond simple page views. These examples cover link clicks, forms and engagement tracking using GTM.

How To: Track Internal Link Clicks in Google Analytics 4 via GTM
Track internal link clicks in GA4 using Google Tag Manager, including click text, page sections and on-page engagement behaviour.

How To: Get & Track Form Field Submission Values in Analytics Using GTM
Capture and track form field submission values using Google Tag Manager and send them into Google Analytics for deeper reporting and user insight.

How To: Track Link or Banner Clicks In The Main Content Area Of A Page Using GTM
Track link and banner clicks within the main content area of your pages using GTM to better understand on-page engagement and content performance.

advanced tracking & privacy

Modern tracking setups increasingly involve privacy controls, consent management and server-side implementations. These guides cover the more advanced side of analytics and measurement.

A Rough Guide To: Server-Side Tracking
A practical introduction to server-side tracking, including how it can improve data accuracy, website performance and privacy-focused measurement.

Is Your Website Ready For Google Consent Mode?
Understand how Google Consent Mode works, why it matters for privacy compliance, and what your website needs in place to support consent-based tracking.