Tracking and analytics for e-commerce and content websites
I help marketing, product and business teams set up website tracking, consent management, GA4, marketing pixels, BigQuery and reporting so that data collection remains respectful, privacy-conscious and technically robust.
Profile
My focus is on tracking that is planned around clear requirements and implemented reliably in practice. Many years of analytics experience and hands-on work across real website and project environments connect planning with implementation. This creates dependable data for analysis, reporting and optimisation.
Depending on the project, I work with established methods or add responsibly used AI workflows to selected steps where they meaningfully support analysis, data quality or documentation.
My approach
Reliable analytics emerges when data collection is planned deliberately, checked continuously and adapted together as requirements evolve.
Privacy, business requirements and technical possibilities are considered together from the start. This results in a tracking concept that defines which data is needed and how consent decisions are taken into account during collection.
Aligned tracking concepts, validated events and controlled data flows create the foundation for analysis, reporting and informed decisions. Continuous monitoring helps maintain this quality over time.
Tracking setups evolve with the company’s requirements. Collaboration can therefore be project-based or ongoing, with scope and cadence aligned to the actual needs.
Business value
Good measurement concepts do not guarantee performance, but they reduce misdirection and make optimisation, testing and reporting more informed.
Incomplete or inaccurate tracking can lead to marketing budgets being allocated based on flawed assumptions. Reliable data reduces this risk and provides a stronger basis for efficient budget decisions.
Metrics such as ROAS are only as meaningful as the data behind them. Reliable measurement helps put results into context and reduces the risk of misinterpretation.
Monitoring and plausibility checks help detect tracking issues before they affect reports, analyses or optimisation decisions.
Services
Modular, implemented and tested in real website contexts, and clearly documented — shaped around your team, platform and data maturity.
Review GTM setups, GA4 settings and measurement plans to identify gaps, duplicates and priorities.
View serviceCreate tracking concepts, validate dataLayer implementations and set up analytics and marketing tags in GTM.
View serviceSet up server-side architectures in Cloud Run and forward events reliably to Meta CAPI, Google Ads and other platforms.
View serviceReview consent signals, Consent Mode, race conditions and monitoring to make analytics data more reliable.
View serviceUse ad-hoc analyses, Data Studio reports and combined platform data to support better decisions.
View serviceDocument data collection, tracking concepts, events and parameters so teams can work with them over time.
View service