Marc Alexander, CRO consultant: find where conversions are lost
Marc combines GA4 with ContentSquare, Hotjar or Microsoft Clarity to find where people give up, show why, and measure whether the fix worked. Analytics first, because a test on broken tracking proves nothing.
What you get.
- GA4 funnel data and behavioural data reviewed together
- Conversion losses split by device, channel and user type
- Fixes ranked by likely commercial impact rather than ease
- Form and checkout analysis, down to field-level abandonment
- A clear answer on whether your mobile gap is normal or fixable
- GA4 set up so A/B test results can be trusted
- Measurement that confirms each fix worked, and flags anything it broke
How it works.
Check the tracking
The mini audit confirms GA4 counts key events and revenue correctly. If it doesn't, fixing that becomes part of the work.
Find the losses
GA4 shows where people drop off. The behavioural tool shows why, from recordings, heatmaps and journey analysis.
Fix and test
Changes agreed with your team or agency, and A/B tested where a test is the right way to settle it.
Measure
GA4 confirms whether the change improved things, so the next decision rests on evidence.
Straight answers.
How is this different from a GA4 audit?
A GA4 audit checks whether the tracking is correct. CRO analysis uses that tracking, once it's reliable, to find where conversions are lost and why. The two often run together, because broken tracking is usually the first thing to fix.
What if our GA4 tracking isn't reliable yet?
That's common, and it just means fixing the tracking is part of the work. The same person handles the measurement and the analysis, so nothing gets lost in a handover.
Do I need ContentSquare to work with you?
No. Whatever behavioural tool you already have will do: ContentSquare, Hotjar or Microsoft Clarity. If you have none, Clarity is free and links to GA4.
Do you run A/B tests?
Yes, where a test is the right way to settle the question, with GA4 set up to measure the result cleanly.
Can you work with our existing CRO agency or UX team?
Yes. The analytics and behavioural evidence can feed a wider team's work rather than replace it.
More detail: the tools
GA4.
The numbers: where users drop off, which segments convert, which channels bring buyers rather than browsers, and how revenue maps to the funnel. GA4 says what is happening and where.
ContentSquare.
Session replay, heatmaps, zone analysis and journey analysis at scale, useful on large sites where watching sessions one by one isn't practical. Marc is a ContentSquare Certified Expert.
Hotjar.
Heatmaps, recordings and on-page behaviour for mid-sized sites.
Microsoft Clarity.
Free session recordings and heatmaps that link to GA4. A sensible starting point if you have no behavioural tool yet.
GA4 tells you a page has a high exit rate. A behavioural tool tells you why. Diagnosis needs both.
More detail: examples
When Marc was Digital Analyst at VisitBritain, an in-house role, a campaign page was getting mobile traffic but little engagement. Standard analytics showed the drop but not the cause. Hotjar recordings found a UX fault that only affected mobile users.
A corrected version was A/B tested and rolled out, and the two engagement measures that mattered for the campaign, time on site and external clicks, improved by over 50%.
At Knight Frank, where he was Senior Web Analytics Specialist, GA4 and ContentSquare together showed where visitors were abandoning high-value enquiry forms. The forms worked and tracked correctly; the friction only showed in the behavioural data. Fixing it with the UX team increased qualified leads. The Knight Frank case study has the detail.
CRO work is quoted once the tracking has been checked, usually after the GA4 mini audit.
Last updated
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What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work.
Property · In-house role
Knight Frank
Marc's work as Senior Web Analytics Specialist: GA4 measurement across more than 50 international property websites, from CMS-driven tracking to CRM attribution.
Read the case studyTalk 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].
