Make data useful – or keep guessing.

I fix broken GA4 setups and marketing funnels to turn them into something you can actually use to improve leads, conversions, and marketing decisions.

Most teams I work with already have their website analytics “set up”.

What they don’t have is confidence that it reflects reality – or that it answers the questions they’re being asked about performance.

I run focused audits that identify what’s broken, what’s missing, and what to fix first so your data supports decisions instead of complicating them.

Fix my GA4 Setup

Clear answers that you can use in weeks

👋 I'm Sam. I work with small teams who need their analytics to stand up to scrutiny,

whether that’s from a founder, a client, or themselves.

GA4 usually isn’t wrong – it’s just not answering the right questions.

Most GA4 setups technically “work”. They collect data, fire events, and fill reports.

The problem is that they rarely line up with how the business actually grows.

That’s when things start to break down:

You can’t confidently explain performance to a founder or client
You don’t know which traffic sources are actually contributing to leads or revenue
Small changes feel risky because the data doesn’t feel reliable
Reports exist, but decisions still come down to instinct

This isn’t because GA4 is bad – it’s because it’s been implemented in isolation, without a clear link to what the business is trying to achieve.

What I actually do (and what most setups are missing)

My work starts with a structured GA4 audit – not to produce a long checklist, but to establish whether your data can support real decisions.

That audit looks at three things together:

Tracking integrity – are events firing consistently, meaningfully, and in ways you can trust?
Intent and journeys – does GA4 reflect how users actually move toward enquiring, buying, or converting?
Decision usefulness – can you answer the questions you’re being asked without caveats or guesswork?

Most agencies only touch one of these.
I look at how they interact – because that’s where confidence (or confusion) comes from.

What you get from my audit

At the end of the audit, you’ll know:

What’s broken, missing, or misleading in your current setup
Which fixes actually matter now vs later
Where performance is leaking across channels or journeys
Whether GA4 can realistically support your growth goals as-is

You won’t get:

A generic report
A dashboard you don’t trust
Or recommendations that assume unlimited time or budget

You will get a clear plan for making your analytics useful again – even if you decide to implement changes yourself.

Why start with an audit

Fixing analytics mid-flight is risky if you don’t know what’s actually wrong.

Starting with an audit means:

You avoid rebuilding tracking that doesn’t need rebuilding
You stop guessing which changes will have an impact
You can prioritise fixes based on effort vs value

Many clients use the audit as:

A reset before SEO or conversion work
A way to regain confidence after an agency handover
A decision point on whether to invest further

If you want, I can also handle implementation and ongoing support – but the audit stands on its own.

Where this approach has worked

Different organisations. Different constraints. The same underlying problems.

Migrated from Adobe Analytics to GA4 across 50 countries, 6 domains, and 2 platforms, ensuring user actions were captured at comparable rates globally.

The priority wasn’t dashboards – it was data consistency, reliability, and trust across markets.

MCLAREN, 2025

Reworked GA4 tracking so membership, ecommerce, and community engagement could be understood both by individual teams and senior leadership.

The outcome was a single analytics foundation that supported very different goals without fragmenting reporting.

RSPB, 2024

Built a marketing funnel that made referral partners, channels, and product types directly comparable.

An alert surfaced a website error within four hours – preventing an estimated £700,000 in lost revenue.

TICKER INSURANCE, 2025

Created a GA4 reporting system across 7 sites, each with different audiences, journeys, and stakeholders.

Teams could report independently while leadership retained a clear organisation-wide view.

RCGP, 2025