How I Work
Most consultants are evaluated on claims you cannot check. This page is the alternative: the actual method, the actual scope boundaries, and the things I explicitly will not do.
I write both sides of the measurement layer — the application and the tracking — so conversion data doesn't break at the handoff. Everything below follows from that.
The Five Stages
Timings assume a mid-sized implementation. The order never changes, because every expensive measurement failure I have seen traces back to skipping one of the first two.
Stage 1 — Discovery & Loss Quantification
Week 1- Audit what is currently collected, and what is silently missing
- Reconcile platform numbers against the CRM or backend truth
- Write down the decisions the measurement is supposed to support
- Establish the baseline that later work will be judged against
You end up with: A written diagnosis, including whether the project is worth doing.
Stage 2 — Measurement Plan
Week 1–2- Event catalogue: names, parameters, types, and where each fires
- Key events and conversion definitions agreed before implementation
- Custom dimensions budgeted against platform limits, not added ad hoc
- Consent and privacy requirements settled at design time
You end up with: A specification anyone can implement — including someone who isn't me.
Stage 3 — Implementation
Week 2–4- dataLayer instrumented in the application source, not scraped via CSS selectors
- Container built to the spec, with naming that survives a year of edits
- Server-side infrastructure provisioned where the diagnosis called for it
- Everything version-controlled so changes are reviewable
You end up with: Working collection, and the code that produces it.
Stage 4 — QA & Reconciliation
Week 3–5- Validated against real user journeys, not just preview mode
- Cross-checked against the Stage 1 baseline to prove the delta
- Edge cases exercised: consent denied, ad blockers, mobile, slow networks
- Debug artifacts kept, so the QA is auditable after the fact
You end up with: Evidence the numbers are right, not an assurance that they are.
Stage 5 — Handover
Final week- Documentation written for whoever maintains it next
- Container exports and specs handed over in full
- Walkthrough session with the team who will own it
- A named list of what will break if certain things change
You end up with: Infrastructure your team can operate without me. That is the goal, not a retention risk.
What I Don't Do
A scope list is more informative than a service list, because everyone's service list says the same things.
Statistical modelling and data science
Attribution modelling, propensity scoring, and forecasting are a different discipline. I build the pipelines that feed them and will say so rather than improvising — hire a data scientist for the modelling itself.
Ongoing campaign management at agency scale
One operator cannot run a large multi-account media desk and do the engineering well. Strategy, structure, and measurement — yes. Full-time day-to-day account management across many accounts — that is what an agency is for.
Rubber-stamping a setup I did not verify
If the diagnosis says the client-side container just needs fixing, that is what the proposal will say, even when the bigger project would have been the better invoice.
Consent workarounds
Server-side tagging moves where processing happens; it does not remove the need for a legal basis. Any request framed as getting around consent is one I turn down.
Capacity, Honestly
The most common objection to hiring an independent consultant is capacity, and it is a fair one. So, plainly:
- A small number of concurrent engagements. The QA stage is what makes this work worth paying for, and it does not compress.
- The person you talk to is the person doing the work. There is no bench, and nothing gets handed to a junior.
- Availability is a single switch on this site. When I'm at capacity, every call-to-action says so instead of collecting enquiries I can't answer.
- Handover is designed so your team can operate the result without me. Ongoing dependency is not the business model.
If your project needs guaranteed parallel throughput across many accounts, or 24/7 coverage, an agency is the correct answer and I will tell you so.
Things You Can Check Yourself
Without a reference to call, the next best thing is work you can inspect. Every tool below runs entirely in your browser — put in numbers whose answer you already know and see whether it agrees.
A complete GA4 + GTM event architecture
The naming rules I hold implementations to are published as a free validator — including the reserved names and prefixes that silently drop events.
Consent Mode modeling eligibility checker
The documented Google thresholds for Ads and GA4 modelling, with the two traps that hide modelled data, encoded as a tool rather than asserted as expertise.
Incrementality test calculator
The minimum-detectable-lift maths behind geo holdout tests, with the formulas stated on the page so you can check them.
Exchange Rate Management
A full-stack SaaS keeping one source of truth in sync across a dashboard, physical rate boards, and web widgets in real time — read the build, not a claim about it.
Also checkable: Google Ads and Google Analytics certifications tied to a real account, and a public GitHub history. None of it proves I'll be good to work with — but it is all verifiable, which a five-star review is not.