Independent analytics consultancy
Analytics consultant for measurement you can trust
GA4, Google Tag Manager and reporting support to help you understand what is being measured and make better marketing decisions.
I’m Matt Walker, a freelance analytics consultant based in Weymouth, Dorset. I help businesses across the UK investigate tracking problems, improve data quality and build useful reporting.
15+ years’ experience
Across analytics, SEO and paid media
Work directly with me
From the initial review to agreed delivery
UK-wide support
Based in Weymouth, Dorset
Find your starting point
Where analytics consultancy can help
You may need a focused audit, a tracking repair or a more consistent way to measure and report on your marketing.
Growing marketing teams
Teams increasing their marketing activity who need meaningful events, clearer conversion definitions and reporting that helps them assess performance.
Ecommerce businesses
Online shops that need to check purchase events, transaction values and the customer journey through their checkout and payment systems.
Stakeholder reporting
Businesses that need shared metric definitions and a clearer explanation of what has changed, why it matters and what to do next.
Inconsistent tracking
Websites with duplicate events, missing enquiries, unexpected traffic changes or reports that disagree and need investigating.
What I can help with
Analytics consulting services
The work can focus on a specific problem or bring auditing, implementation and reporting together. We agree the priorities and the level of support you need.
Check the foundations
GA4 and Google Tag Manager audits
Understand what your setup records, what is missing and where figures may be inflated. I review the configuration and test important journeys before recommending changes.
- GA4 property settings, events, naming and parameters
- GTM tags, triggers, variables and duplicate tracking
- GA4 key events and Google Ads conversion actions
- Consent Mode behaviour and its impact on measurement
- Debugging evidence, prioritised fixes and documentation
The aim: A clear account of the problems found, their likely impact and the work needed to address them.
Define meaningful actions
Event and conversion design
Decide which actions are useful to measure and what counts as a successful outcome. I turn those decisions into an event plan that your team can implement and test.
- Customer journey mapping and agreed success criteria
- Event specifications, parameters and implementation instructions
- Enquiry, booking and purchase milestones
- Cross-domain and subdomain measurement where needed
- Primary and secondary conversion actions for Google Ads
The aim: A documented measurement plan that connects website actions with the decisions you need to make.
Understand the differences
Attribution and data quality
Investigate how traffic and conversions are being assigned. I review the source data and reporting settings so you can understand discrepancies and avoid misleading comparisons.
- Attribution settings, channel groups and source/medium consistency
- Self-referrals and payment-provider referral issues
- Internal-traffic rules and investigation of suspicious traffic
- Campaign tagging standards and UTM documentation
- A plan for comparing analytics with CRM and sales reporting
The aim: More consistent reporting, with an explanation of the differences and gaps that remain.
Turn data into decisions
Reporting and dashboards
Build reporting around the questions your stakeholders need answered. I organise the metrics, comparisons and commentary so that the next decision is easier to identify.
- Looker Studio dashboards aligned with agreed business measures
- GA4, Google Ads and CRM export data where appropriate
- Summaries of what changed, possible causes and next actions
- Metric definitions, data-source notes and handover documentation
The aim: Reporting your team can interpret, maintain and use in planning discussions.
Agreeing the scope
We agree whether the work covers diagnosis, implementation, reporting or ongoing support. The scope also sets out who will make website or data-layer changes, the access needed and how the setup will be checked.
Measurement in practice
See the work behind the approach
Ecommerce and paid media
Electromaker
Electromaker needed clearer conversion data and reporting to support campaign decisions. The measurement work covered GA4 purchase tracking, attribution and revenue reporting alongside wider Google Ads improvements.
The case study explains how these changes supported campaign management and assessment of commercial performance.
Measurement focus
- GA4 purchase tracking
- Conversion data and attribution
- Revenue reporting for campaign decisions
From diagnosis to handover
How we work together
A standalone audit provides findings and recommendations. Implementation and reporting can be included in the project, with responsibilities agreed at the start.
01
Discovery and diagnostics
Review the accounts, website journeys and reporting questions. Establish a baseline, reproduce the issues and identify the access or developer input needed.
02
Measurement plan
Document the events, parameters and conversion definitions, together with implementation responsibilities and the checks needed to confirm that they work.
03
Implementation and checks
Make the agreed changes or guide your team through them. Test relevant journeys, duplicate firing and consent states, and document the changes before release.
04
Reporting and handover
Confirm what is appearing in the reports, explain any remaining limitations and hand over the definitions and documentation your team needs to maintain the setup.
Reading reports after a fix
A tracking fix does not recreate events that were never collected. It can also change the reported totals without a matching change in business activity. I document the change date, what now works differently and any remaining gaps so comparisons have the right context.
Working with an independent consultant
Why work with me?
Measurement your team can maintain
Clear event definitions, naming conventions and documentation make the setup easier to understand. You work directly with me on the reasoning, implementation and agreed handover.
Reporting you can explain
I investigate how figures are produced and explain the assumptions behind them. Where tools disagree, we look at the definitions and collection limits before drawing conclusions.
SEO and paid media experience
My work across SEO and Google Ads helps connect measurement with campaign decisions, landing-page improvements and the enquiries or sales you want to understand.
A few practical details
Analytics consulting FAQs
Common questions about tracking, implementation, reporting and the scope of the work.
An analytics consultant helps a business decide what to measure, checks how the data is collected and builds reporting around useful questions. My work includes GA4 and Google Tag Manager audits, event and conversion design, attribution reviews and dashboards. The scope reflects the decisions you need to make and the problems in your current setup.
I start by checking what the event is meant to represent, then test how and when it fires. This can reveal duplicate tags, missing success conditions or inconsistent conversion settings. I also review relevant Google Ads imports and consent behaviour, make or recommend the agreed corrections, and check the resulting data.
Both options are available. I can implement agreed changes in GTM and GA4, or provide a measurement plan and guidance for your team. Where website or data-layer development is needed, we agree who will handle it and how it will be tested. Implementation, documentation and handover are defined in the project scope.
Yes. I work with you to identify the questions the reporting needs to answer, agree metric definitions and build a useful dashboard or reporting framework. This can include Looker Studio and relevant data sources, with commentary that explains changes and limitations. Your team receives documentation to help maintain and interpret the reports.
The cost depends on the accounts, website journeys and data sources involved, as well as whether you need an audit, implementation, reporting or ongoing support. After reviewing your brief, I provide a proposed scope and quote. This makes the deliverables, responsibilities and any additional development requirements clear before work begins.
Your next step
Let’s work out what your tracking needs next
Tell me about your website, the tools you use and the figures you are unsure about. We can discuss what needs investigating and the most useful place to start.
Based in Weymouth, supporting businesses across Dorset and throughout the UK.