Clean measurement, thoughtful tracking, and dashboards that answer real business questions. GA4, GTM, Looker Studio, and the connective tissue between them — done right from the foundation up.
A lot of the "SEO isn't working" or "ads aren't converting" conversations I have start the same way: we look at the data and find it's incomplete. Events aren't firing. Conversions are double-counted. The funnel stops tracking halfway through. Attribution is murky.
Once the measurement is clean, the rest of the work gets easier. Campaigns are easier to tune. Design decisions have evidence behind them. Budget goes where it's actually earning its keep.
Every interaction on your site flows through a small set of systems before it ever reaches a dashboard. When any one of them is misconfigured, everything downstream is unreliable. Click any node to see what it does.
Every click, scroll, form submission, and purchase begins here. The goal is to capture the right events at the right time, with the right context — so the rest of the pipeline has something meaningful to work with.
GTM sits between your site and every analytics tool downstream. Done well, it's a single point of control for every script on your site. Done poorly, it's where data quality quietly falls apart.
GA4 is where your events get stored, aggregated, and attributed. It's also where most implementations break. Default configurations don't capture what most businesses actually need, and the interface hides as much as it shows.
When GA4's interface stops answering your questions, BigQuery starts. Raw event-level data, SQL-queryable, joinable with CRM or ad platform exports. The difference between "roughly how many conversions" and "exactly which touch led to which sale."
The final layer — where data becomes decisions. Custom dashboards pulling from GA4, Search Console, ad accounts, and BigQuery, organized around the questions you actually ask. No staring at default reports, no jargon. Just the numbers that matter, clearly.
Full GA4 configuration — property structure, custom events, conversion mapping, audience definitions. Built to answer your specific business questions, not just generic ones.
GTM containers that scale with your business. Data layer implementation, clean trigger logic, and governance that keeps things from falling apart six months later.
Custom dashboards pulling from GA4, Search Console, ad platforms, and BigQuery. The metrics you actually care about, organized around how your business thinks.
When browser-side tracking isn't enough — iOS privacy, ad blockers, cookie limitations — server-side tagging closes the gaps. Enhanced conversions, consent mode, first-party data strategies.
Before adding anything fancy, the basics need to work. Event firing, conversion tracking, attribution — these come before custom dashboards or BigQuery exports.
Every container, event, and dashboard comes with documentation. The next person to touch your setup — including you in six months — should be able to understand it quickly.
Dashboards shouldn't be a wall of numbers. They should answer the specific questions your business actually needs to make decisions from.
Consent mode, cookieless tracking where appropriate, and first-party data strategies. Good measurement shouldn't come at the cost of user trust or regulatory compliance.
Trailhead's conversion section checks your GA4 setup, GTM events, and analytics pipes — the foundation everything else depends on. Free, no signup, results in your inbox.
Send me access to your GA4 and I'll walk through what's working, what's missing, and where the measurement gaps are. No obligation — just a clear read on where things stand.