Expertise
Six areas of web analytics, from collecting clean data to reporting it and measuring how your brand shows up in search and AI answers.
I design the measurement plan first, then the events, parameters and key events that serve it. Audits cover data layer quality, consent behavior, duplicate and missing events, attribution settings and BigQuery export health.
Server-side tagging moves part of your measurement to infrastructure you control. It can improve data quality and governance, but it adds cost and complexity, so I help teams decide whether it is worth it before they build it.
The raw GA4 export is powerful but awkward. I turn it into sessionized, documented tables that analysts and dashboards can trust, with definitions anyone can check.
A dashboard should answer a decision, not display every metric. I build Looker Studio reports around the questions teams ask, with documented calculated fields and clean sources.
Search is now split between classic results and answer engines. I measure both: Search Console for Google, and GA4 plus referral analysis for traffic from AI assistants.
I use Vertex AI and large language models to speed up analysis, QA and documentation, while keeping every number traceable back to the data that produced it.
FAQ
Define the measurement plan and design the data layer before you tag anything. Tags are easy to change later, but a weak data layer forces you to re-tag the whole site.
When you need more control over what data is sent to vendors, want to improve data quality and governance, or have a clear business case that justifies the extra hosting cost and complexity. For many smaller sites a well built web container is enough.
The BigQuery export gives you raw event data that is not sampled and can be joined with other sources such as CRM data. It lets you build documented models that dashboards and analysts can trust.
Partly. Referral traffic from AI assistants can be grouped in GA4 using a channel group or regex on the source, and Search Console covers Google search. Impressions inside AI answers are not fully measurable yet.