Syngenta Canada
Attribution & Measurement Alignment
Diagnosed click-to-session discrepancies across GA4, Google Ads, Meta, consent mode, and cross-domain journeys.
GA4GTMConsent ModeAttribution
25–80% click->sessiongaps investigated
Analytics • CRO • Measurement Strategy
Measurement strategy for clearer growth decisions.
I help marketing, ecommerce, and digital teams understand where tracking breaks, where users drop off, why reports disagree, and which optimization opportunities are most worth acting on.
Measurement Health
Signal Loss Review
Click → Session Match
62%Consent Visibility
74%UTM Consistency
88%Conversion QA
69%What I do
A practical mix of technical analytics and business-focused optimization.
Analytics Audits
GA4, GTM, conversion events, attribution, UTM hygiene, consent behaviour, and data quality reviews.
CRO & UX Diagnostics
User journey reviews, friction mapping, behavioural analytics, hypothesis generation, and test prioritization.
Dashboards & Reporting
Looker Studio dashboards designed for executives, marketers, and optimization teams.
Tracking Governance
Measurement plans, naming conventions, KPI ownership, event standards, and QA processes.
Past client experience
A selection of companies and teams I've supported through analytics, CRO, reporting, and measurement work.
Selected work
Case studies built around business questions.
Centennial Windows and Doors
CRO Audit & Lead Generation Prioritization
Identified high-impact website behavioural blockers and prioritized optimization opportunities by impact, effort, and revenue potential.
CROUX AuditLead GenerationPrioritization
110% increase in secondary page views.
Hive Media Group
Executive Performance Dashboards
Designed and Developed for influencers to view revenue, traffic and performance data across channels in one place.
LaravelGA4MetaReporting
Revenue and attribution clarity.
Proof & evidence
Real analytics and CRO work — reconstructed responsibly.
Most client work involves private analytics, tracking, and performance data that can’t be publicly shared. These examples use recreated dashboards, anonymized visuals, QA frameworks, and strategic documentation to showcase the process, thinking, and problem-solving behind the work.
Before/after dashboard screenshots
Clarity, focus and decision ready insights.
Tracking QA tables
Validating implementation accuracy.
Attribution discrepancy auditing
Identify where conversions are lost between platforms.
CRO planning execution and reports
Focus effort where impact is highest.
Measurement plans and governance
Documenting standards for consistency and trust.
Executive stakeholder reports
Communicating findings and recommendations.
Method
From confusing reports to confident decisions.
My process combines analytics, CRO, UX thinking, and technical investigation to uncover what’s really happening beneath the surface. From auditing tracking implementations and attribution flows to analyzing user behaviour and conversion friction, I focus on identifying the highest-impact opportunities and translating complex findings into clear, actionable next steps.
1
Audit the current data landscape
Review the existing analytics setup, reporting sources, tagging structure, and conversion tracking to understand what data can be trusted.
2
Map journeys, events, tags, and conversion points
Connect user journeys to the events, tags, and conversion points that should support decision-making across the funnel.
3
Diagnose gaps, tracking loss, and reporting conflicts
Identify where data breaks, where platforms disagree, and which tracking issues are creating confusion or missed opportunities.
4
Create a source-of-truth framework
Define cleaner measurement standards, KPI ownership, reporting logic, and documentation so teams know which numbers to use.
5
Prioritize fixes and optimization opportunities
Turn findings into an actionable roadmap based on business impact, implementation effort, and the confidence of the underlying data.
Tools
GA4, GTM, Looker Studio, Google Ads, Meta Ads, Hotjar/Mouseflow, Screaming Frog, Sheets.
Deliverables
Audit reports, dashboards, QA checklists, measurement plans, discrepancy heatmaps, test roadmaps.
Outcomes
Cleaner reporting, clearer KPI ownership, better tracking confidence, and higher-quality optimization decisions.
Let’s talk
Need better answers from your marketing data?
Hire me to help your business find gaps, technical issues, and optimization opportunities in your analytics, tracking, and CRO setup — and turn messy data into clearer growth decisions.
Get in touch