Analytics and measurement you can trust
Bad numbers cause bad decisions. A spam traffic spike looks like growth. A tracking change looks like a collapse. A vendor's new methodology looks like lost visibility. I make your measurement accurate, and I tell you what it can and can't prove.
What I fix
- Ghost and spam traffic in GA4, filtered out so real visitors are what you measure.
- Conversion tracking for forms, calls, purchases, and bookings, tested end to end.
- Channel classification, including AI assistant referrals from ChatGPT, Perplexity, Gemini, and Copilot, which GA4 often lumps into referral or direct.
- Search Console and GA4 reconciled, so clicks, sessions, and landing pages tell one consistent story.
- Bing Webmaster Tools set up alongside Google, since Bing's index feeds Microsoft Copilot.
- Dashboards and monthly reports that connect the numbers to the actions taken and say what comes next, in plain English.
Reading the data honestly
This is where I'm most useful. Before anyone reacts to a number, I ask what it actually measures:
- A short window proves little. A drop in engagement over a few days after a site change might be the change, a tracking glitch, a holiday, or noise. I treat tracking, engagement, and site defects as separate questions, each needing its own evidence.
- Reports lag. Search Console data trails reality, and a "fixed" problem can look unfixed for weeks. I check live behavior before declaring success or failure.
- Vendors change methods. I once traced an industry-wide drop in a client's AI visibility scores to a change in the vendor's methodology, not a decline in the client's visibility.
- Coincidences happen. When two things change at once, I keep them on separate tracks until the data connects them.
Plain-English reporting
For owners who aren't technical, I write short monthly reports that explain what happened, why, what I did, and what needs a decision, with the charts in support rather than in place of an explanation.
Measuring AI search
AI assistants send visitors without search-style keyword data, so I track them as their own channel, alongside a fixed set of test prompts run on a schedule. Together they show whether visibility in AI answers is changing, without pretending to more precision than the data allows.
Common questions
Can you set up GA4 from scratch?
Yes, including events, conversions, filters, Search Console linking, and a simple report your team will actually read.
Why don't GA4 and Search Console numbers match?
They measure different things: Search Console counts clicks in Google, GA4 counts sessions it manages to record, and consent banners, ad blockers, and redirects all widen the gap. A consistent gap is normal; a sudden change in the gap is worth investigating.
Updated October 5, 2026