Who Analytics Is Right For

If you just want a dashboard that looks impressive, I’m probably not the right fit. I focus on measurement that drives action.

Analytics Consulting Services

GA4 and GTM Audits

If your data can’t be trusted, everything downstream breaks. An audit finds what’s firing, what’s missing, and what’s inflating your numbers — then provides a clean, prioritised fix plan.

What this covers

• GA4 property and event review (noise reduction, naming, parameters)
• GTM container audit (triggers, tags, variables, duplication, governance)
• Conversion setup QA (GA4 ↔ Ads imports, primary/secondary actions, dedupe)
• Consent Mode checks and measurement impact review
• Debug workflow and documentation so your team can maintain it

Common outcomes

• Cleaner conversion counts and fewer “ghost” wins
• A fix list your team can implement confidently

Event and Conversion Design

Most setups track the wrong things. I design an event and conversion framework aligned to your funnel, so you can optimise based on real intent and lead quality.

What this covers

• Funnel mapping (micro → macro conversions) tied to business outcomes
• Event specs and implementation plan (GA4 + GTM)
• Lead quality signals (form fields, booking steps, qualified actions)
• Cross-domain / subdomain tracking where needed
• Conversion action strategy for Google Ads (what should be primary)

Common outcomes

• Conversions that reflect real progress, not accidental clicks
• Better optimisation signals for paid media and SEO landing pages

Attribution and Data Integrity

When attribution is unclear, teams make the wrong calls. I audit your attribution setup and tighten the data so marketing and sales can agree on what’s driving results.

What this covers

• Attribution review (GA4 models, channel grouping, source/medium hygiene)
• Referral exclusion and payment gateway fixes (where relevant)
• Spam and internal traffic filtering
• Campaign tagging standards (UTMs that don’t rot)
• CRM handoff basics (what to pass, how to reconcile)

Common outcomes

• More consistent reporting across tools
• Clearer insights into what’s actually driving pipeline and revenue

Reporting and Dashboards

Dashboards should drive decisions. I build reporting that answers the questions stakeholders actually ask, with definitions everyone understands.

What this covers

• Looker Studio dashboards mapped to funnel stages and KPIs
• Blended sources where needed (Ads, GA4, CRM exports)
• Executive summaries: what changed, why, and what to do next
• Metric definitions + documentation (so it doesn’t fall apart)

Common outcomes

• Stakeholders aligned on the truth
• Reporting that supports action, not reporting theatre

My Analytics Process

Good measurement is structured. The process below is designed to fix what’s broken, document what matters, and keep analytics usable long-term.

Discovery and Diagnostics

I review your GA4 setup, GTM container, conversions, consent impact, and reporting stack to establish what’s true and what’s inflated.

Measurement Plan

You get a documented event and conversion plan: what to track, how it fires, and how it maps to decisions.

Implementation and QA

Changes are implemented (or guided) with a clean QA workflow, so the setup stays stable through site edits and releases.

Reporting and Handover

Dashboards and definitions are finalised, then handed over with documentation so your team can maintain and extend the system.

Proven Analytics Results

Reliable analytics improves every channel. The examples below show how cleaning measurement supports better optimisation, reporting, and revenue decisions.

Electromaker – GA4 Tracking and Attribution

Measurement improvements focused on conversion accuracy and clearer reporting, so paid and organic decisions could be made with confidence.

• Cleaner conversion tracking and reduced duplication risk
• More reliable reporting for performance decisions
• Better alignment between GA4 reporting and acquisition activity

👉 View case studies

Why Work With Matt Walker?

Analytics isn’t a tool problem — it’s a decision problem. I focus on measurement that supports confident action across SEO and paid media.

Clean Measurement, Not Noise

You get a tracking system designed around your funnel, with event names and conversions that are stable, readable, and maintainable.

Attribution You Can Explain

I tidy source data, channel groupings, and conversion strategy so stakeholders can trust the story the numbers tell.

SEO and Paid Integration

Good measurement makes SEO and paid work faster: better landing pages, cleaner conversion signals, and clearer ROI.

Analytics Consultant in the UK

I work with businesses across the UK, providing remote analytics consulting built around reliable tracking, clean attribution, and decision-led reporting.

Whether you’re based in London, Dorset, or anywhere else, the approach is the same: fix the measurement, document it properly, and turn analytics into action.

Analytics Consulting FAQs

If you need analytics you can trust, let’s talk.