Analytics tends to fail in one of two ways: nobody looks at the dashboard, or two dashboards disagree. This engagement establishes shared definitions, fixes the tracking underneath them, and builds reporting that supports decisions rather than describing the past.
What you gain
The problem
Each tool reports a different number, nobody is sure which is right, and marketing decisions get made on intuition because verifying them takes too long.
The approach
I start with definitions — what a lead is, what a conversion is, when revenue is counted — then implement tracking to match, and build reporting that answers the specific questions your team keeps asking.
What I help with
Concrete artefacts, not a summary slide. Everything below is documented and handed over.
Measurement plan with agreed metric definitions
Tracking implementation and validation
Attribution model with documented limitations
Executive and operational dashboards
Automated reporting schedule
Data quality alerts
Training on reading and questioning the reports
The marketing analytics engagement in five phases.
Agree what each metric means and which decisions it is meant to inform.
Test current tracking against real user journeys to find gaps and double counting.
Fix the event layer, connect sources and validate against known-good data.
Build dashboards for the specific questions each audience asks, and nothing more.
Set a review cadence and quality alerts so the reporting stays trustworthy.
Results depend on your baseline, so these are the changes the work is designed to produce rather than a promised percentage.
Shared definitions end the recurring argument about whose number is right.
Questions answered in the dashboard rather than through a week of spreadsheet work.
A model that states its assumptions instead of implying false precision.
This engagement fits best when at least two of these describe your situation.
Most often GA4 with a tag manager, connected to your CRM and ad platforms. If you already run a warehouse or a product analytics tool, I build on that rather than adding another layer.
Bring your current setup and the outcome you need. The first call is about deciding whether this engagement is the right one — not about selling you into it.
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