Rebuilding GA4 ecommerce tracking after a Shopify Plus migration
Purchase and add-to-cart events had stopped firing after a theme migration, leaving 18% of revenue untracked. I rebuilt the dataLayer and GA4 ecommerce events end to end, validated every stage in DebugView, and reconciled GA4 against Shopify to the dollar.
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Landing-page experiments that lifted form conversions 31%
Used GA4 funnel-exploration and scroll-depth data to find where lead forms were losing people, then ran a six-week structured testing program. The winning variant lifted form completion 31% at 98% significance.
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Cross-domain tracking for a five-site travel booking platform
Sessions were fragmenting as visitors moved between the marketing site, the booking engine and the payment host. I configured cross-domain linking and consistent referral exclusions so all five properties report as one clean user journey.
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Consent Mode v2 rollout without losing measurement
Wired a CMP into GTM with the full Consent Mode v2 signal set and enabled modeled conversions. Reporting held at 98% of pre-rollout levels while the client became fully compliant across the EU.
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Lead-quality tracking for a B2B services firm
Connected form submissions, qualified-lead status and closed revenue back into GA4 and Google Ads via offline conversion imports, so the team could finally optimise for booked revenue instead of raw form fills.
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A Looker Studio revenue dashboard the leadership team trusts
Replaced three conflicting spreadsheets with one blended GA4 + Google Ads + CRM dashboard, with clear definitions behind every metric. Weekly reporting time dropped from half a day to a glance.
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