Google Analytics 4 Consultant

I plan, set up and configure GA4 so you get data you can actually trust.

I take the time to understand what genuinely matters to your business, and build a technical foundation solid enough that the data coming out the other end can be trusted.

What I Offer As A GA4 Consultant

GA4 Setup & Configuration

Built from a real discovery conversation about your business, not a generic template applied to every client.

Custom Event Tracking

Forms, element visibility, navigation, CTAs, whatever actually tells you how people are using your site.

GA4 Audits

Find out what’s missing, broken, or quietly miscounting before it costs you a decision.

Data Layer Strategy

Working directly with your engineering team on naming conventions and structure that hold up over time.

Reporting & Data Studio

Dashboards that tell you what’s actually happening, not just what’s easiest to chart.

Funnels & Conversion Paths

I help you discover how visitors are using your site, and what’s stopping them convert.

What Makes My Approach As A GA4 Expert Different

I start with a discovery call. What does this business actually need to know, and what decisions is the data meant to support? Only then do I get into naming conventions, data layer structure, and what to track.

It’s the unglamorous part of GA4 work, and it’s the part that decides whether your tracking is reliable six months from now or quietly wrong.

If you’re serious about improving your SEO or GEO/AI SEO, then data is vital.

Clients look to me for GA4 builds, audits, and reporting — often paired with Google Tag Manager implementation, since the two are rarely separate problems in practice.

What Most People Get Wrong About GA4

Common issues I see in many GA4 accounts I audit:

Key Events Not Set Up Properly

Either conversion events aren’t marked up as ‘key events’, or the wrong ones are (I’ve even seen page views marked as conversions!).

If you don’t set these up right then it makes your conversion rate tracking harder.

Confusing Or Inconsistent Naming

This happens a lot over time when different people or agencies have worked on the account. You can easily end up with event and dimension naming which just doesn’t make sense, or isn’t consistent.

I’m big on ensuring your naming conventions make sense in the future.

Cross-Domain Tracking Not Set Up

When a visitor moves between your domains, or off to a payment provider and back, GA4 often starts a new session and logs your own site as the referrer.

You end up with inflated session counts, self-referrals cluttering your reports, and conversions credited to the wrong source.

GA4 Is Just One Data Source

GA4 is a powerful tool but it should be combined with any others you have to get a complete picture of your visitors’ behaviour.

Google Search Console is an important piece: Even using GSC and GA4 together in a Looker/Data Studio dashboard can make it much easier for your team to see the core metrics at a glance.

From there, this information can be exported to BigQuery then manipulated further.

MS Clarity is also an easy win. It’s free, gives you some great extra data about how people are using your site (heatmaps, data recordings) but also now has AI visibility and bot activity features.

GA4 Troubleshooting Consultant

If you’ve got a messy Google Analytics 4 setup, or events just aren’t working as you’d expect, I can help.

Common GA4 troubleshooting issues I see:

  • ‘Key events’ set up incorrectly
  • Consent settings are wrong
  • View count issues on SPA sites
  • UTM tracking is wrong
  • Excessive ‘Not Set’ data
  • Events not set up correctly in GTM

I really enjoy GA4 troubleshooting, especially the really niche cases!

GA4 Audit Consultant

For large sites, with a long-standing, large GA4 account, it can end up being a real knot of problems.

Rather than making small tweaks or patch fixes together, it’s always worth doing an audit of your GA4 set up (in tandem with GTM too, if relevant).

Common client concerns leading to a GA4 audit:

  • Pending site migration (let’s get your data set up ready to rock for when it migrates)
  • No one’s really sure what event does what
  • No one can remember why specific events where set up how they were
  • Cross-domain tracking isn’t right
  • Data gaps or unexplainable anomalies

Combine a GA4 audit with proper planning and you’re set up for more robust long-term data.

FAQs

GTM is how you collect and send data — the tags and triggers. GA4 is where that data lives and gets reported on. You generally need both set up properly for either to be useful on its own.

Yes — this is a large part of what GA4 audits are for. Missing events, double-counted conversions, and data layer mismatches are extremely common, and most businesses don’t find out until the numbers stop making sense.

Yes, usually in Looker (Data) Studio, built around whatever metrics actually reflect your business — not a default template.

Not often due to lack of time. I can consider one-off or short term engagements depending on your needs.