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Google Analytics & Google Tag Manager

Knowing how your digital properties (websites, apps) are used is critical to understanding how your brand is interacted with, and what can be done to improve the user experience and ultimately improve the property's performance.

Current tracking techniques are highly sophisticated and are able to track a variety of behaviours, including where users click, where users scroll to, how much of a video is viewed, what filters are used, what drives a conversion, what is a barrier to conversion, which can result in rich data and real user insight.

As a freelance analyst I've held my Google Analytics certification for 5+ years, and have been active with Google Tag Manager for 4+ years. Throughout the years I have worked on the definition and implementation of numerous tagging campaigns for global ecommerce properties and SMEs.

My Process

I follow a tried and tested method on analytics projects with the following steps: understanding the business goal that the website is fulfilling, e.g. selling product, generating leads etc, devising the tagging plan, creating a measurement framework, implementing the tagging plan with Google Analytics & Google Tag Manager, testing the implementation, then rolling into production.

Each website is different and each organisation's objectives and strategy differs. The tagging plan, reporting and frequency of performance should also reflect this.

Fresh Installations

As a business & digital analyst I’ve taken a number of new digital properties to market, working with the business to define the tagging plan, and managing the implementation, testing and reporting. I’m experienced with delivering installations of Google Tag Manager / Google Analytics at a code level or directing a development team.

In addition to the implementation of behavioural tracking, I am adept in migrating all 1st & 3rd party tags into tag management solutions; such as social, remmarketing, affiliate, and converison tracking tags.

Fixing Broken Implementations

Digital Analytics is complex and whilst the customer facing element of a website or app will evolve, the behaviour tracking may not necessarily go through the same change process. Which inevitably results in incorrect data being fed back, as this data is used to drive insight, the reliability is key.

I understand - at a detailed technical & business level - shortcomings of the current implementation, and what needs to be changed in order to accurately collect data.

Enhanced Ecommerce

Enhanced Ecommerce has proven an incredibly beneficial component of advanced tracking for ecommerce sites as it provides deep insight into shopping & checkout behaviours, including add to basket rates, checkout abandon steps, and product performance.

Comprehensive insights requires some level of configuration, both at the code level and at the Google Tag Manager / Google Analytics level. I am adept and experienced in configuring the dataLayer across numerous platforms - from off the shelf platforms (Magento, Drupal, WordPress etc), to custom-made platforms.

Custom Events

Google Analytics tracking will provide a detailed level of insight around typical behaviours such as page views, time on site, traffic sources etc, but getting to granular data requires some thought, implementation and making sense of the collected data.

Below are some of the custom event tracking I have implemented: add to / remove from cart, click tracking, use of navigation, product discovery (filtering, search etc), interaction with custom tools, lead generation tool effectiveness, and tracking interactions on single page applications


Collecting all interactions and behaviours on site requires the utilising of the data to produce clear, accurate and insightful reporting from which informed decisions can be made.

Throughout Google Analytics projects I have created hundreds of high level and granular reports for varied audiences. Understanding the purpose of the report, and the needs of the recipient is of prime importance. 

Anything I Can Help With?

If you have a project in mind, I'd love to hear from you.

Please do get in touch.