Google Analytics & Google Tag Manager


Knowing how your digital properties are used is critical to understanding brand interaction, and what can be done to improve the user experience and ultimately improve performance.

Current tracking techniques are sophisticated and able to track a variety of behaviours, including where a click occurs, scroll to & from, how much of a video is viewed, what filters are used, what drives a conversion, what is a barrier to conversion, and anything else you can think of (and probably some you can’t) which can result in rich data and real user insight.

As an ecommerce business analyst I’ve held my Google Analytics certification for 5+ years, and have been active with Google Tag Manager for 4+ 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, e.g. acquiring new or retaining existing customer; devising the tagging plan, creating a measurement framework, implementing through Google Analytics & Google Tag Manager, testing the implementation, then rolling into production.

Fresh Installations

As a business & digital analyst I’ve taken a number of new digital properties to market, working 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

Google Analytics can be incredibly complex and whilst the customer facing website evolves, the behaviour tracking may not necessarily keep in step.

Inevitably leading to decisions being made off of inaccurate data, which to be frank, is in no one’s interest.

I understand – at a technical & business level –  existing implementations, and what needs to be changed – from strategy to code-level implementations – in order to accurately collect data, and drive data-based decision making.

Enhanced Ecommerce

Enhanced Ecommerce proves incredibly beneficial for advanced tracking of ecommerce sites, providing deep insight into shopping & checkout behaviours, including add to basket rates, checkout abandon steps, and product performance; impression vs add to basket.

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 provides 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 tools
  • 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. 


Please do get in touch if you have any requirements that you’d like to discuss.