About Marc Alexander, a GA4 consultant based in London.
Marc is a Google Analytics consultant in London, working freelance as the founder of Metric Owl, with 10 years in digital analytics. He works on GA4, Google Tag Manager, server-side tagging, BigQuery and the reporting built on them.
Most of his work starts with GA4 not matching the CRM or the payment processor. He finds out why, fixes it at source and documents it so the team can keep it working.
- Recently lead analytics consultant at Halfords
- Previously in-house at Knight Frank, WorldFirst and VisitBritain
- More than 60 GA4 implementations
- Based in Poplar, London, with ties to Hemel Hempstead and Watford in Hertfordshire, working remotely across the UK, the EU and further afield, and on site in the UK
Career timeline.
Metric Owl, founder (2025 to present)
GA4, GTM and BigQuery consulting, including six months as lead analytics consultant at Halfords and privacy-first ecommerce tracking for Hertility Health.
Senior Web Analytics Specialist, Knight Frank (March 2021 to July 2025)
Ran analytics across more than 50 international websites and led the move to GA4. Fixing an 80% drop-off on high-value enquiry forms raised qualified leads by 27%. Read the Knight Frank case study.
Digital Analytics Specialist, WorldFirst (March 2019 to March 2020)
Marc wrote tracking plans for AliPay payment journeys, and BigQuery workflows joining analytics with transactional data for LTV, ROAS and cohort analysis.
Digital Analyst, VisitBritain (February 2018 to March 2019)
Ran all digital tagging for the global marketing and ecommerce teams through Google Tag Manager.
More detail: the roles in depth
Metric Owl. At Halfords the contract covered a GTM audit, privacy fixes, server-side tagging and a GA4 model on Databricks.
Knight Frank. He moved the sites from Universal Analytics to GA4 using TagCommander and Google Tag Manager, and set the measurement strategy and KPI frameworks for property search journeys, from listing to enquiry. He built a CMS-driven setup in which page metadata generated consistent dataLayers across every site.
He linked the internal forms database to GA4 with a unique ID per submission, so journeys could be followed into the CRM. The enquiry form drop-off was found with ContentSquare and GA4 and fixed with the UX team.
He also led analytics for the MyKnightFrank portal migration and built Data Studio and Power BI dashboards linking digital performance to pipeline. The team was named Knight Frank's Project Team of the Year 2024.
WorldFirst. He wrote KPI frameworks and tracking plans for registration and payments, and standardised campaign naming and UTMs across markets. Google Ads and Facebook cost data came into BigQuery through Funnel.io, and linking Universal Analytics to back-office systems made the LTV, ROAS and cohort analysis possible. That work underpins his GA4 for fintech service.
VisitBritain. He deployed Universal Analytics events, Google Ads and Facebook tracking, wrote KPI frameworks for European markets, fixed JavaScript performance problems on portal pages that lifted active-user engagement by over 50%, and produced monthly cross-channel reports in Tableau.
How he works.
- Writes the measurement plan and builds it, including GTM, consent and QA
- Connects GA4 to CRMs, back-office systems, ad platforms and BigQuery
- Designs for Consent Mode, UK GDPR and PECR from the start
- Ends every project with documentation and training for the team
- Works by project, monthly retainer, as an adviser, as a contract analytics lead or as a GA4 contractor outside IR35
Certifications and training
- Server-side Tagging with Stape (2026)
- Google Analytics 4 Certification (2025)
- The Ultimate Python Bootcamp (2025)
- ContentSquare Certified Expert (2022)
- Web Development Bootcamp (2021)
- Advanced DAX with Power BI (2020)
- The Ultimate MySQL Bootcamp (2020)
- Google Tag Manager Basics (2017)
- Google Analytics Advanced Insights (2017)
More detail: tools and sectors
- Analytics: GA4, Google Tag Manager (web and server-side), TagCommander, ContentSquare, Microsoft Clarity
- Data: BigQuery, SQL (MySQL, PostgreSQL), Python, Databricks, Funnel.io
- Reporting: Power BI, Data Studio, Tableau
- Marketing platforms: Google Ads, Meta Ads, LinkedIn Ads, Google Search Console
- Development: JavaScript, jQuery, HTML, CSS
- Testing: Optimizely, A/B and multivariate testing
- Call tracking: Infinity, ResponseTap
- CMS: Optimizely CMS, WordPress
Sectors: property (Knight Frank, The Super Prime), financial services (WorldFirst), tourism (VisitBritain), retail and ecommerce (Halfords and other online retailers), health (Hertility Health), professional services and SaaS.
The usual starting point is a GA4 mini audit.
Last updated
“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.”
Talk to Marc about it.
Tell Marc what's happening with your tracking. The quickest place to start is usually a GA4 mini audit: a prioritised list of what's broken and what to fix first.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].