Independent consultant
Digital Analytics Consultant
GTM & server-side tracking
I design and improve your data collection: web and server-side GTM, GA4, Piano Analytics, through to BigQuery pipelines. I work with your tech, marketing and data teams across multi-site and multi-brand ecosystems.
Your measurement setup should be useful, understandable and maintainable. Here is how I help you build it and keep it working as your needs evolve.
Unused tags, duplicate events, missing data: I trace discrepancies back to their source in GTM and across your user journeys. The audit separates what works, what needs fixing and what can be simplified, with clear priorities for the next steps.
I start with your analysis needs to define what to measure, where and with which data. Those decisions become a tracking plan, dataLayer specifications and GTM rules that developers can implement and your teams can maintain.
Whether you are starting with GA4, migrating or improving an existing setup, I connect website interactions to the metrics you use. I check events, parameters and conversions so reports reflect the journeys people actually take.
I set up the server layer between your website and your analytics or advertising tools. Using server-side GTM on Addingwell, Stape or Google Cloud, you can decide what data to share, with whom and under which conditions. I handle deployment and testing.
A choice made in the consent banner should carry through to the tracking. I coordinate your CMP, GTM and Consent Mode v2, then check how they behave throughout navigation, including when someone changes their consent decision.
I connect meaningful business actions to advertising platforms: purchases, leads and other relevant conversions. Across pixels, Meta CAPI, Google Ads and TikTok, I check event delivery and deduplication so campaigns receive consistent signals.
2021–2023 · 2024–2026380 websites · 13 brands · International scope
Client since 2018Leisure parks & mountain resorts
Analytics 360 → Piano Analytics migration.
Complete GTM and GA4 redesign with OneTrust consent integration.
Lead web analyst: implementation, reporting and dashboards.
Tracking specifications, GTM audits, server-side collection on Cloud Run, consent and reporting.
Analytics lead supporting leisure park teams.
Analytics implementation across the group’s digital ecosystem.
18 markets, including 7 e-commerce markets.
Tracking plans, dataLayer design, SPA tracking, master templates and GTM API deployments.
Analytics migrations, KPI frameworks, performance analysis and attribution diagnostics.
Data consolidation, SQL modeling and automated data extraction.
Consent orchestration, conversion APIs and first-party collection.
Container audits, deduplication, QA and measurement documentation.
Dashboards, steering committees, training and coordination across agencies and business teams.
Let’s talk
Available remotely, on-site or in a hybrid setup, depending on your project’s needs.