If you can’t trust your website data, you can’t trust your decisions.
I implement and audit web analytics setups that give businesses a tracking foundation they can actually make decisions from.
The tracking is there. The confidence isn’t.
Most businesses have some form of analytics in place. The problem is that it was set up to collect data, not to answer questions. Over time it drifts – tags get added without documentation, events stop firing after a site update and reports start showing numbers that don’t add up. By the time someone notices, the damage to decision-making has already been done.
Your existing setup can’t be trusted
The tracking is live but confidence is low. Events are missing, data is duplicated or attribution doesn’t reflect how customers are actually converting. The team has learned to work around the gaps rather than fix them.
You’re starting from scratch
A new site or product is being built and you want to get the measurement right from day one. Without a clear tracking strategy in place before build starts, you’ll be retrofitting analytics into something that wasn’t designed for it.
Nobody knows what you have
Tracking has been added and changed by different people over time with no documentation. Nobody knows what’s firing, what’s reliable or what can be removed. The data exists but there’s no way to know how much of it to trust.
What you need is someone who can assess what you have, define what you need and build a setup you can trust.
Here’s what I can do
Analytics audit
Before anything gets built or fixed, you need to know what you actually have. I assess your existing setup against what the business needs to measure – what’s trustworthy, what’s broken and what’s missing entirely.
- Event by event verification across your full tracking setup
- Gap register with severity ratings and recommended fixes
- Plain-language report suitable for technical and non-technical stakeholders
Tracking implementation
I build or rebuild your analytics setup around the questions the business needs to answer, not a generic out-of-the-box configuration. I fix what I can directly in GTM. Everything else becomes a precise brief your developers can implement cleanly.
- GA4, GTM, Segment, Adobe Analytics, Amplitude, Fullstory, Insightech
- Event tracking mapped to specific business decisions and conversion goals
- GTM tag hygiene, trigger accuracy, variable mapping and consent mode
Reporting and Documentation
A good implementation is only useful if the team can act on what it produces. I build reporting your team will actually use and document everything so the setup can be maintained without me in the room.
- Dashboards in Looker Studio, GA4 or custom builds
- UTM naming conventions and a UTM builder tool for campaign consistency
- Written documentation covering what’s tracked, why and how to maintain it
Leveraging AI
Once a solid implementation is in place, a foundation is set for using AI to speed up analysis allowing you to focus on asking the right questions rather than wrangling data.
- Training in how to solid generate data briefs
- Claude data analysis agent implementation
- Prompt engineering for other AI tools
Complementary services
Qualitative research
Good instrumentation starts with understanding how customers actually use your site. I combine qualitative research with implementation work to make sure you’re tracking the right things – the behaviours that matter, not just the ones that are easy to measure.
- Customer interviews and usability research to inform tracking strategy
- Synthesis of qualitative findings into a measurement framework
- Ensures the implementation answers real customer questions, not assumed ones
Experimentation setup
Running valid experiments requires a tracking setup you can trust. As part of any implementation I can assess and configure your analytics for experimentation readiness – making sure your testing tools have the data quality and event coverage they need to produce reliable results.
- Experimentation readiness audit against your testing tool requirements
- Event and conversion tracking verified for experiment validity
- Setup documentation for your testing team or external delivery partner
How this works as a fractional web analytics implementation engagement
The most common question at exec level is whether this is a good use of budget when there are already agencies or developers who could do it.
The honest answer is that most agencies implement analytics as a line item, not a strategy. It gets set up to satisfy a requirement, not to answer the questions the business actually needs answered. Developers implement what they’re briefed to implement. Without someone who understands both the business questions and the technical web analytics implementation, the gap between what’s tracked and what’s useful stays open.
Hiring a full-time analytics specialist would cost $100,000–$150,000 a year before you factor in time to hire and onboard. A fractional web analytics implementation engagement scopes exactly what needs doing, delivers it and stops. You get a setup that works without the overhead of maintaining a permanent hire to look after it.
What an engagement looks like
| Week 1 | Discovery — I review your existing analytics setup against the questions the business needs to answer. I assess what’s trustworthy, what’s broken and what’s missing entirely. You get a plain-language gap report with severity ratings and recommended fixes before any work starts. |
| Week 2+ | Fix and implement — I fix what I have direct access to in GTM and your analytics tools. Anything requiring code changes is documented as a precise technical brief for your development team. Duration depends on the scale of the existing setup and the volume of fixes required. |
| Weeks following implementation | Reporting build — I build reporting around your confirmed business questions. Dashboards your team will actually use, UTM documentation and a written guide covering what’s tracked and why. |
| Final week | Handover — I walk you and your team through what’s been built, what’s been fixed and what’s been handed to your developers. Everything is documented so the setup can be maintained without me. Optional retainer for ongoing analytics support. |
| Week 1 | Discovery — We define the business questions the analytics setup needs to answer. I work with you to build a measurement framework before any tracking is implemented — so the setup is designed around decisions, not just data collection. |
| Week 2+ | Implementation — I implement tracking across your analytics tools, working with your development team where code changes are required. Duration depends on the scale and complexity of the site. Events mapped to your measurement framework from day one. |
| Week following implementation | Verification — I verify the full setup end to end. Every event checked, every conversion confirmed, every tag audited for accuracy before the site goes live. |
| Final week | Reporting and handover — I build the reporting layer and walk you and your team through what’s been built and how to maintain it. UTM documentation and naming conventions included. Optional retainer for ongoing analytics support. |
Who this is for
You’re a head of digital, head of growth or marketing manager who knows the web analytics implementation isn’t working properly. Either the data can’t be trusted, nobody knows what’s actually being tracked or you’re about to build something new and want to get the measurement right from the start.
You’ve probably tried to fix it internally. A developer made some changes, an agency said they’d handle it or someone set up a few tags and moved on. The problem is still there because nobody approached it as a measurement strategy – just a technical task.
You need someone who understands both the business questions and the technical implementation. Someone who can assess what you have, define what you need and build something the whole team can rely on.
FAQ
Common questions
The easiest way is to book a call using the link on this page. Tell me what you’re working with and I’ll tell you straight whether I can help. If it’s a fit, I’ll turn around a plain-language scope within a few days.
Flexibly. I can work remotely or on-site at your office on agreed days — up to two days a week depending on the engagement. We agree to the arrangement upfront and it can flex as the work develops.
I work on a day rate or fixed project price depending on the scope. Payment terms are 14 days.
Most specialists go deep in one area. I work across the intersection of user experience, technology and business strategy. That means I can understand the full shape of a problem and connect the pieces rather than just solving my corner of it. In a world where AI can do a lot of jobs, the person who can bring multiple parts of the problem together is more useful than someone who only knows one piece of the puzzle.
Ten years implementing and auditing analytics across GA4, GTM, Segment, Adobe Analytics, Amplitude, Fullstory and Insightech. I’ve led tracking strategy for businesses including Wisr and RedBalloon, covering everything from initial web analytics implementation through to full measurement framework design.
Anything that needs code changes, PHP template modifications, dataLayer pushes or platform-specific configuration sits outside what I can fix directly in GTM. I document every one of those fixes as a precise technical brief your development team can implement cleanly. If you need me to manage that work, I can scope it separately.
Everything shared with me is treated as confidential. Standard confidentiality terms are part of every engagement and I can work within your organisation’s existing NDA or data handling policies if required. I never share client data and your data is never used to train AI models.
Yes. For engagements where on-site presence adds value I can work from your office on agreed days, up to two days a week. Location and schedule are agreed as part of the scope.
Everything is handed over cleanly. The setup is documented, reporting is explained and I walk your team through what’s been built and how to maintain it. If ongoing analytics support makes sense, I offer a retainer for continued work.
Usually within one week of an agreed engagement. Get in touch early if you have something coming up and I’ll let you know availability.
I use AI to review code, support customer research and generate analytics artefacts. Your data is never shared in a way that trains models. If your organisation works with sensitive data I can work without AI entirely or in line with your existing company policies.
About
Meet Storm Jarvie
I genuinely believe the best decisions start with admitting what you don’t know yet. Not as a methodology. Just as a way of working. It keeps the work honest and it tends to produce better outcomes than starting with the answer and working backwards. That’s the thread running through everything I do.
LinkedInReady to get your tracking in order?
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