email me at hello@daveashworth.co
Most businesses already have GA4 in place, but that does not always mean the data can be trusted. I work as a Google Analytics consultant on new, incomplete and inherited setups, helping businesses understand what should be measured, fix what is not working and configure GA4 around their actual priorities. The aim is not simply to collect more events, but to produce reliable data that supports better marketing, website and business decisions.
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GA4 is flexible, but it is rarely configured properly out of the box. In many cases, a developer or agency installs the base tag and leaves the account collecting default events without first deciding what the business actually needs to measure.
That can leave you with data that looks active but is incomplete, duplicated or misleading. Events may be firing without the right parameters, important actions may be missing, and reports may not reflect how your website, marketing or sales journey actually works.
Working with a freelance Google Analytics consultant means you deal directly with the person auditing, configuring and testing the setup. I combine a practical understanding of websites, Google Tag Manager, advertising platforms and reporting, so I can look beyond the GA4 interface and identify where the wider implementation is affecting the quality of your data.
Every GA4 project starts with understanding what the business actually needs from its data. From there, I follow a practical process covering review, implementation, validation and reporting.
I start by looking at your business model, website journeys, marketing activity and the actions that matter most. This helps define what should be tracked and prevents the setup from becoming a collection of events with no clear purpose.
Where GA4 is already in place, I review the property configuration, data streams, tags, events, key events, referrals, attribution, filters, integrations, consent behaviour and reporting setup. This identifies what is working, what is missing and what may be affecting the accuracy of the data.
I then configure the events, parameters, custom definitions and platform connections needed to support the agreed measurement plan. This will usually involve Google Tag Manager, although the exact implementation depends on the website and existing setup.
Tracking is tested to make sure events fire at the correct time, only fire when they should, contain the expected information and appear correctly in GA4 and any connected advertising or reporting platforms.
Once the data is reliable, I can configure GA4 reports, create explorations or build Looker Studio dashboards around the questions your team needs to answer. I also provide a clear record of what has been implemented, how it works and any recommendations for future improvements.
GA4 projects can range from setting up a new property to repairing an inherited implementation, improving conversion tracking or building clearer reporting. I can support individual areas or manage the full process, depending on what is already in place and where the main gaps are.
I can set up a new GA4 property or improve an inherited or partially completed configuration, building it around your business requirements rather than relying on default tracking.
I can review your GA4 configuration, events, key events, attribution, referrals, parameters, custom definitions, data retention, consent behaviour and integrations with Google Ads. This includes identifying duplicate, missing or incorrectly firing events and issues affecting the accuracy of your reports.
I can plan and configure the events that matter to your business, including form submissions, telephone and email clicks, bookings, registrations, downloads, quote requests, newsletter sign-ups, qualified leads and purchases.
I can configure and validate GA4 ecommerce tracking across Shopify, WooCommerce and bespoke platforms, covering product views, add-to-cart actions, checkout stages, purchases, transaction IDs, revenue, tax, shipping, discounts and refunds.
Once the data is reliable, I can turn it into customised GA4 reports, explorations and Looker Studio dashboards that help you assess channels, campaigns, landing pages, funnels, key events, leads, sales and ecommerce performance.
I can connect GA4 with Google Ads and Search Console, configure audience sharing and key event-based conversion measurement, and validate that consent signals are being handled correctly. Where appropriate, I can also coordinate GA4 with server-side tracking and other reporting or advertising requirements.
Good GA4 tracking feeds into everything - from SEO audits to marketing campaigns. Whether it's part of a wider tracking audit, a site migration, or just something that needs fixing fast - I'll help you get it sorted, and make sure it stays working as your site evolves.
Once your setup's in place, I can help you keep it running smoothly - with flexible support that fits around what you need.
Keeping an eye on performance and making sure your tracking stays accurate.
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Quick questions, troubleshooting, or tracking tweaks - flexible help, whenever you need it.
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We worked with Dave to transition from UA to GA4 over a few months earlier this year and can highly recommend his services. Dave was friendly and knowledgeable and was able to rectify a number of issues with our inital GA4 setup which would have been troublesome had they not been identified. He has also made recommendations for how we could improve our tracking in the future to be more sophisticated which have been useful!
Yes. I can audit an existing GA4 setup, identify missing, duplicated or incorrectly configured tracking, and either implement the fixes directly or provide clear recommendations for your developer.
Yes. I can create and configure a new GA4 property, set up the required data streams, implement the Google tag or Google Tag Manager, and build the events and reporting around what your business actually needs to measure.
In most cases, yes. Google Tag Manager provides greater flexibility for configuring and managing GA4 events, parameters and integrations, although the best implementation will depend on your website and existing setup.
I will normally need access to GA4 and Google Tag Manager. Depending on the scope, I may also need access to Google Ads, Search Console, your consent platform, website CMS or ecommerce platform.
Yes. I can help with a one-off audit, troubleshooting issue, implementation project, reporting requirement or review of a specific area of your GA4 setup.
Yes. Ongoing support can include investigating tracking problems, reviewing website changes, configuring new events, checking data quality, updating reports and helping your team understand and use the data.
The cost depends on the size and complexity of the setup, the number of websites or platforms involved and whether you need an audit, implementation, reporting or ongoing support. I will agree the scope and costs with you before any work begins.
A focused review or small implementation may take one or two days, while a larger project involving ecommerce, consent, multiple domains or reporting may take longer. I will confirm the likely timescale once I understand the setup and requirements.
A GA4 audit focuses specifically on your Google Analytics property, events, key events, attribution, reporting and integrations. A website tracking audit is broader and can also cover Google Tag Manager, consent management, advertising platforms and other third-party tracking.
Google Analytics 4 works very differently from Universal Analytics, with a much stronger focus on events, engagement and user behaviour. These guides cover GA4 setup, event tracking, debugging and practical examples of how to collect more meaningful data from your website.
These guides cover the foundations of GA4 configuration, including account setup, conversion tracking and managing data across staging and live environments.
How To: Setup Google Analytics 4
Learn how to set up Google Analytics 4, configure page view tracking and start collecting meaningful website engagement data in GA4.
How To: Configure Events and Conversions for Google Analytics 4
Learn how GA4 events and conversions work, and how to measure engagement, enquiries and key actions within Google Analytics 4.
How To: Set Up Google Analytics and GA4 on Multiple Environments
Prevent staging and development traffic from affecting your GA4 reports by separating data across different environments.
Reliable reporting depends on accurate tracking. These guides focus on troubleshooting missing events, filtering bad data and improving the quality of your GA4 reporting.
Solved: Why Google Tag Manager Events Are Not Showing In Analytics
Find out why GTM events may not appear in GA4, including common configuration issues, trigger problems and debugging techniques.
How To: Block Spam Traffic From bot-traffic.icu In Google Analytics
Learn how to identify and reduce spam traffic in Google Analytics to keep your GA4 reporting cleaner and more reliable.
GA4 becomes far more powerful when combined with custom event tracking. These examples show how to track user interactions and engagement using Google Tag Manager.
How To: Track Internal Link Clicks in Google Analytics 4 via GTM
Track internal navigation clicks in GA4 and understand how users move through your website using Google Tag Manager.
How To: Get & Track Form Field Submission Values in Analytics Using GTM
Capture form submission values and pass them into GA4 for deeper reporting and better visibility into user behaviour.
How To: Track Link or Banner Clicks In The Main Content Area Of A Page Using GTM
Track clicks on banners, CTAs and content links in GA4 to better understand engagement with key sections of your pages.
How To: Report GA4 AI Assistant Traffic Historically
A Rough Guide To: LLMS.txt
How To: Build Topical Authority With Content Hubs
If you need some Google Analytics 4 assistance, want to find out more, or even just have a question, fill in the form below as I will always be happy to help
