Marc Alexander, GA4 and Google Tag Manager consultant in London
Your GA4 is probably telling you things that aren't true.
Marc finds out why your GA4 numbers don't match reality, and fixes it so it stays fixed.
Or run the tracking checker on your own site.
- Worked with Halfords · Knight Frank · Hertility Health · The Super Prime
- 10 years in digital analytics
- Based in London, taking on UK and US clients
Sound familiar?
- Revenue doesn't match Shopify or Stripe. Usually event sequencing or checkout attribution, fixable at source. Read the guide on GA4 revenue not matching Shopify or Stripe
- Purchases counted twice. Usually a reloaded confirmation page or a duplicate tag. Both are fixable. Read the guide on fixing duplicate conversions
- Everything turns into Direct at checkout. An offsite payment step restarts the session and loses the campaign. Read the guide on Direct traffic in GA4
- Events work in preview, never in GA4. Usually timing, consent or a trigger, sometimes a blocked tag.
- “Our banner is up, so we're compliant.” Most banners that get tested still set marketing cookies before anyone clicks. Read the guide on testing Consent Mode v2
- The team still doesn't trust GA4. Training on your own property and data changes that quickly.
Free tool
Not sure yours is broken?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything. For everything else, there's the mini audit.
Who you'd be working with
Marc is a freelance GA4 and Google Tag Manager consultant in London, with 10 years in digital analytics. He fixes tracking that gives the wrong answers, and builds measurement a team can trust and run itself.
- Previously Senior Web Analytics Specialist at Knight Frank
- Recently lead analytics consultant at Halfords
- Runs Metric Owl Ltd
“It's been a real pleasure working with Marc. He's a talented and highly competent professional whose contributions across product development and analytics have been invaluable. I've appreciated his collaborative spirit and sharp insight. I would gladly recommend him to any team.”
What Marc does
No agency layers. The person on the call does the work, and hands it over documented. All prices.
Recent work
From a single GA4 fix to six months as lead analytics consultant for one of the UK's best-known retailers.
Retail · Lead consultant
Halfords
Six months as lead analytics consultant: tag governance, privacy, server-side tagging and customer identity.
Health · Ecommerce
Hertility Health
Privacy-first GA4 ecommerce tracking, a custom consent banner and bookings as key events.
Property · In-house role
Knight Frank
Senior Web Analytics Specialist: GA4 across international property websites, from CMS to CRM.
Ecommerce
The Super Prime
GA4 ecommerce tracking for a luxury property platform, built entirely in GTM.
Latest articles
- AI agents are visiting your site. Does your analytics know?28 September 2026 · 5 min read
- Somebody already decided which questions your business can ask31 August 2026 · 6 min read
- Link Tracking Protection and attribution loss: how to keep campaigns measurable7 January 2026 · 4 min read
Book a mini audit, or talk first
Start with a GA4 mini audit, from £175. Or choose “20-minute intro call” below to talk it through first.
Or email [email protected].