I’ve worked in the digital space for nearly a decade. Copywriting, content planning, and email campgain building led into web content editing and finally website analytics. In Analytics I found a niche that suited my skills and temperament. There’s a creative satisfaction in designing and building out a measurement plan. Building triggers using only facts and logic that send meaningful data through to a platform in a way that allows for meaningful interrogation and story telling that can change minds.

What this means in reality is that I spent 3 years maintaining a Universal Analytics account for a large public sector body. Generating reports to be used by decision makers and content makers alike. I understand the needs of the people who do, and the people who say what to do.

Since Google Analytics 4 was introduced, I did what many working in the web space did. I groaned at the thought of having to learn yet another platform. 2 years on and I look back on the incredible opportunity that GA4 was, and still is today. I have managed the transition from UA to GA4 for sites large and small, taking advantage of the new platforms increased capabilities, whilst keeping things familiar for users who don’t spend their lives in the Google Product Universe.

Throughout my careers I’ve noticed that analytics is misunderstood, often wrongly overlooked, and too often ignored entirely. I want to help spread the message that good analytics can exist, and that it doesn’t have to cost the earth. That reliable data is the bedrock for any online activity, especially if your money is being spent in promotion and advertising.