Selected work

What useful measurement looks like in practice.

These anonymised examples describe the work delivered and the evidence behind it. Client details and unpublished results are kept private.

Specialist service business

A completion event was not a confirmed customer.

Completed: independent review, findings report and supporting evidence.

Further repairs were recommendations.

The question: Could website reporting reliably explain enquiries, customer registrations and payments?
My role: I reviewed the analytics and tracking configuration, compared website journeys with the business definitions, and tested selected behaviour in a controlled copy of the website.

What I found and delivered

Some events described website activity rather than a dependable count of confirmed customers. The written audit distinguished accepted enquiries, customer confirmation and different payment categories. It set out the evidence, limitations and repairs to prioritise.

Why the distinction mattered

A browser event alone could not establish every business outcome. The recommendations identified where operational records were needed and where tracking could be improved. The audit did not establish a revenue increase or a completed implementation.

Explore independent analytics audits ↗ Explore measurement strategy ↗

Professional regulators

Separate websites. One reporting structure.

Completed: a dashboard with two reporting views and a definitions page.

No quantified business-impact claim is made.

The question: How could the team understand website performance using a report that was useful for recurring reporting and governance questions?
My role: I developed the reporting dashboard and worked through the team’s questions about the metrics and their interpretation.

What I delivered

The completed report brought the two website views into one location, with a separate definitions page. Feedback on the draft informed the explanation of the measures. A limitation in the available search-term history was explicitly recorded.

What this demonstrates

The value was in the combination of a usable reporting view, clear definitions and documented source coverage. It shows completed reporting delivery for professional regulators without implying a wider government endorsement or claiming an unmeasured performance improvement.

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Agency collaboration

Portal tracking checked before release.

Completed: GTM configuration and GA4 validation in staging.

The later production release is outside this example.

The question: An agency was updating a professional regulator’s practitioner portal and needed selected page and course activity recorded in GA4.
My role: I worked with the developer on the event requirements, configured the relevant GTM variables, triggers and tags, and checked their behaviour on the staging website.

What I delivered

The selected events were confirmed as firing to GA4 in the test environment. The handover clearly identified that point of validation and the need for a further check when the agency released the update.

What this demonstrates

Specialist tracking support can fit into an existing agency and development workflow. Clear communication about what has been tested is part of the deliverable.

Explore analytics support for agencies ↗ Explore conversion tracking ↗

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