London, UK · Serving UK/EU · GBP pricing
Google Analytics consultant. Expert GA4 strategy, audits, setup & reporting.
Independent Google Analytics consultant for businesses that need decision-grade data.
Marc Alexander is an independent Google Analytics consultant based in London, specialising in Google Analytics 4 implementation, analytics audits, and measurement strategy for UK and EU businesses.
With nine years of hands-on experience and over 60 successful GA4 setups, Marc helps organisations transform complex data into reliable insights that drive commercial decisions.
See Marc's GA4 expert credentials and case studies →
Whether you're fixing broken tracking or building a measurement framework from scratch, Marc delivers clean data infrastructure you can actually trust. No fluff, no jargon—just Google Analytics that works.
What is Google Analytics and why should you care?
Google Analytics 4 (GA4) is Google's current analytics platform, and as of July 2023, it's the only game in town. Universal Analytics—the version everyone actually understood—stopped collecting data, which means if you haven't migrated yet, you're flying blind.
But here's the thing: GA4 isn't just Universal Analytics with a fresh coat of paint. It's a completely different beast. Event-based tracking instead of sessions, predictive analytics, cross-device measurement, and a privacy-first approach that actually makes sense in 2026.
The problem? Most businesses bodge the setup. They install the default tracking, assume it's working, and six months later wonder why their conversion data looks like someone's dropped a decimal point. Or three.
A proper GA4 implementation captures the events, conversions, and user journeys that matter to your specific business—not just the out-of-the-box defaults that Google assumes will do.
That's where a GA4 consultant comes in handy.
What is a Google Analytics consultant?
A Google Analytics consultant is a specialist who helps businesses implement, optimise, and actually get value from Google Analytics 4. Unlike agencies that spread resources across multiple tools and clients (whilst charging you for the privilege), an independent Google Analytics consultant focuses exclusively on Google Analytics and related measurement technology.
Marc works as an embedded analytics partner—understanding your business model, revenue drivers, and decision-making needs before touching any code. The result is tracking that reflects how your business actually operates, not just the cookie-cutter setup that came out of a template.
What makes a great Google Analytics consultant?
The best GA4 consultants combine three things:
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Deep technical expertise in Google Analytics, Google Tag Manager, and the broader Google Marketing Platform ecosystem
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Genuine understanding of business strategy and commercial objectives (it's analytics, not archaeology)
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The ability to translate complex data into actionable recommendations that non-technical teams can actually use
Marc brings all three, with additional expertise in privacy-first tracking, server-side implementations, and BigQuery integrations that scale with your organisation.
Plus, Marc explains things in plain English. If he starts using phrases like "event parameter dimensionality," you have permission to tell him to stop showing off.
Common Google Analytics challenges Marc solves
"Our GA4 shows zero conversions"
Usually caused by incorrect conversion event configuration, consent mode blocking all the useful data, or someone ticking the wrong box six months ago and nobody noticing until board meeting week.
Marc audits your setup, identifies exactly where things went wonky, and fixes it—typically within 24-48 hours.
"GA4 traffic numbers are 30% lower than they should be"
Almost always consent banner misconfiguration or overzealous ad blocker detection. Your cookie banner is probably blocking GA4 before users even see it, which is about as useful as a chocolate teapot.
Marc implements privacy-compliant tracking that captures maximum data whilst keeping you on the right side of GDPR and the UK Data Protection Act 2018.
"Our marketing team doesn't trust Google Analytics data"
Data quality issues undermine decision-making faster than you can say "attribution window." If your team is making gut-feel decisions because they don't believe the numbers, you've got a serious problem.
Marc validates your setup against actual transactions, cross-references with your CRM, and provides confidence in your numbers. Because analytics should inform decisions, not create arguments.
"We migrated from Universal Analytics and everything's different"
Of course it is. GA4 measures things differently. Sessions aren't sessions anymore. Bounce rate is now "engagement rate" (because apparently we needed to make it more confusing). Your historical comparisons are essentially meaningless.
Marc explains what changed, why it changed, and how to actually interpret your new data without having an existential crisis.
"We don't know what we don't know"
The most honest problem statement Marc hears. You've got GA4 installed, it's probably doing something, but you have no idea if you're tracking the right things or missing crucial data points.
This is exactly what the 38-point audit is for. Marc finds the gaps, prioritises them by business impact, and gives you a clear action plan.
Services: How Marc helps as your Google Analytics consultant
GA4 Implementation & Migration
Moving from Universal Analytics to Google Analytics wasn't a like-for-like replacement. Marc designs GA4 architectures tailored to your business model—capturing the events, conversions, and user journeys that matter to your specific organisation.
This includes:
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Custom event tracking
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E-commerce measurement (enhanced, not basic)
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Lead tracking and form submissions
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Content engagement analytics
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Cross-domain tracking
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Integration with CRM and back-office systems
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Proper consent mode v2 implementation
Typical timeline: 2-6 weeks depending on complexity
Investment: £350–£1,300
Learn more about Expert GA4 Setup →
GA4 Audit & Health Check
Is your GA4 actually measuring what you think it's measuring? Or are you making business decisions based on data that's slightly (or significantly) wrong?
Marc's 38-point GA4 audit reveals tracking gaps, data quality issues, and missed opportunities—with a prioritised action plan to fix them. No waffle, no padding—just the problems that actually matter and how to solve them.
The audit covers:
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Data accuracy and validation
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Conversion tracking verification
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Event architecture review
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Filter and exclusion setup
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Privacy and compliance assessment (GDPR, consent mode v2)
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Attribution model configuration
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Integration with Google Ads and other platforms
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Tag Manager container structure
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Bot traffic and internal traffic filtering
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Custom dimensions and metrics setup
Typical timeline: 1-2 weeks
Investment: £175–£1,800 (depending on fixes required)
GA4 Training & Team Enablement
Your team shouldn't need a consultant to answer basic questions or pull a simple report. That's expensive and inefficient.
Marc delivers tailored GA4 training that gets your marketing, product, and analytics teams confident using the platform—from basic reporting through to advanced Explorations and BigQuery analysis.
Training is customised to your actual setup, your actual data, and your team's skill level. No generic courses that ignore half your questions. No death-by-PowerPoint sessions that everyone forgets by Tuesday.
Just practical, hands-on learning with your actual GA4 property.
Explore GA4 Training Options →
Advanced Analytics Infrastructure
For organisations ready to move beyond standard GA4 reporting, Marc builds advanced measurement systems including:
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BigQuery data warehousing – Store unlimited historical data and run custom analyses
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Server-side tracking via Google Tag Manager – Bypass ad blockers and improve data accuracy
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Custom dashboards in Looker Studio or Power BI – Automated reporting that actually gets used
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Marketing mix modelling and offline attribution – Connect online and offline touchpoints
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GA4-to-CRM data integration – Close the loop between marketing and sales
What a proper Google Analytics setup includes
When Marc sets up GA4 properly (not the "click install and hope for the best" approach), here's what's included:
✓ Custom event tracking architecture
✓ Conversion event configuration aligned to your business goals
✓ E-commerce tracking (if applicable)
✓ Enhanced measurement setup (scrolls, file downloads, video engagement)
✓ Cross-domain tracking configuration
✓ Internal traffic filtering (so your team's browsing doesn't skew the data)
✓ Bot traffic exclusion
✓ Consent mode v2 implementation (GDPR/UK compliant)
✓ Data stream configuration and validation
✓ Custom dimensions and metrics
✓ Google Ads integration and conversion import
✓ Custom reports and explorations
✓ Looker Studio dashboard setup
✓ Team training and documentation
✓ Data validation and QA testing across devices
✓ Ongoing support documentation for your team
Nothing left to chance. Nothing set to "we'll sort that out later."
Who works with Marc?
Marc works as a Google Analytics consultant with mid-market and enterprise businesses across sectors including:
E-commerce & Retail
Track cart abandonment, product performance, customer lifetime value, and cross-sell opportunities. Whether you're on Shopify, WooCommerce, Magento, or a custom platform, Marc ensures accurate revenue tracking that feeds your marketing optimisation.
SaaS & Subscription Businesses
Track trial signups, activation rates, feature usage, and churn. Marc sets up custom events that reveal your product funnel bottlenecks and connects GA4 data to your CRM for complete user journey visibility.
Financial Services
Complex tracking with strict compliance requirements. Marc implements privacy-first measurement that captures what you need whilst keeping you firmly on the right side of FCA regulations and data protection laws.
Property & Real Estate
Track enquiries, viewings, property views, and lead quality. Marc helps you understand which marketing channels drive serious buyers versus tyre-kickers, so you can allocate budget accordingly.
Professional Services
Measure content engagement, lead generation, and client acquisition journeys. Marc connects GA4 to your CRM so you can see the full picture from first click to signed contract.
Publishing & Media
Track content performance, reader engagement, subscription conversions, and advertising effectiveness. Marc helps you understand what content actually works, not just what gets clicks.
Common scenarios where businesses bring in a Google Analytics consultant
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Fixing broken or unreliable GA4 data before making business decisions based on wonky numbers
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Implementing privacy-compliant tracking post-GDPR and the UK Data Protection Act 2018
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Connecting GA4 data to broader business intelligence systems (CRM, data warehouses, dashboards)
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Training internal teams to become self-sufficient with analytics instead of constantly asking "how do I...?"
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Getting a second opinion on an agency setup that doesn't feel quite right
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Preparing for an audit or board presentation where reliable data actually matters
Why choose an independent Google Analytics consultant over an agency?
Focus and expertise
Agencies juggle multiple tools and platforms. Marc specialises exclusively in Google Analytics, Google Tag Manager, and the Google Marketing Platform ecosystem.
This depth of focus means faster implementations, better troubleshooting, and strategic insights that generalist agencies miss because they're also trying to remember how TikTok ads work.
Direct access to the expert
When you work with Marc, you work with Marc—not a junior team member learning on your account whilst a senior person reviews their work three days later.
Every audit, setup, and strategic decision gets expert-level attention. No "I'll check with my manager" moments.
Cost efficiency
No agency overhead. No account management layers. No paying for someone's Shoreditch office rent and ping-pong table.
You pay for expertise and execution, not organisational complexity.
Flexibility and speed
Independent consultants move faster. Need an urgent fix before a board presentation? Marc can typically respond within 24-48 hours, not "let me check everyone's calendars and get back to you next week."
Need to scale up or down? No long-term contracts or minimum commitments. You work together when it makes sense, not because you're locked into a 12-month retainer.
Business-aligned thinking
Marc doesn't just implement tracking—he aligns measurement with your commercial objectives.
Whether you're optimising for lifetime value, attribution modelling across channels, or connecting analytics to offline conversions, the setup reflects how your business actually operates.
Not how Google's documentation assumes businesses operate. Not how the agency template suggests. How your business works.
How Marc works: The Google Analytics consulting process
1. Discovery & Measurement Planning (Week 1)
Marc starts by understanding:
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Your business model and revenue drivers
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Key conversion points and user journeys
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Current tracking setup and pain points
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Team structure and reporting needs
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Privacy and compliance requirements
Output: A measurement plan document that defines what success looks like and how you'll measure it.
No vague "we'll track everything" promises. Specific events, specific conversions, specific reports.
2. Technical Implementation (Weeks 2-4)
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Clean GA4 setup or migration
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Custom event tracking via Google Tag Manager
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Conversion and goal configuration
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Integration with Google Ads, CRM, or other platforms
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Thorough QA and testing across devices and scenarios
Output: A fully functional, tested GA4 property with documentation.
You'll know exactly what's being tracked, why it's being tracked, and how to interpret the results.
3. Validation & Training (Week 5)
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Data accuracy validation against known benchmarks
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Team training and knowledge transfer
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Dashboard and reporting setup
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Handover documentation for future maintenance
Output: A confident team with reliable data and clear processes.
Not "thanks for the setup, now what?" but "we've got this, and we know who to call if we don't."
4. Ongoing Support (Optional)
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Monthly health checks and optimisation
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Troubleshooting and technical support
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Strategic consultation as your business evolves
Some clients prefer a hands-off approach once the setup is complete. Others like ongoing support. Both are fine—you figure out what works for you.
Google Analytics 4 vs Universal Analytics: What actually changed?
If you're wondering why your GA4 data looks nothing like Universal Analytics used to, here's why:
Event-based vs Session-based
Universal Analytics organised everything around sessions. GA4 uses events. This fundamentally changes how data is collected and reported.
No more bounce rate (sort of)
GA4 calls it "engagement rate" now, and it's calculated differently. Your bounce rate might have been 60% in UA; your engagement rate might be 45% in GA4. They're not the same thing, so stop comparing them.
Different conversion counting
UA counted one conversion per session. GA4 counts every conversion event. If someone completes three purchases in one session, UA counted one conversion. GA4 counts three. Your conversion numbers will look different
Cross-device tracking actually works
GA4 is built for a world where people use multiple devices. The user journey tracking is genuinely better (when set up properly).
Privacy-first by design
GA4 includes consent mode, better IP anonymisation, and features designed to work in a privacy-regulated world. This is good—but it means some data you used to collect is gone.
Machine learning predictions
GA4 includes predictive metrics like "purchase probability" and "churn probability." When you have enough data, these are genuinely useful. When you don't, they're essentially fiction.
The key point: GA4 isn't worse than Universal Analytics. It's different. And it needs to be set up properly to be useful.
Frequently asked questions
How much does a GA4 consultant cost?
A GA4 consultant costs between £175-£1,800 for audits and £350-£1,300 for full implementations, depending on project complexity.
GA4 audits typically range from £175–£1,800 depending on how complex your current setup is and how many issues need fixing. Full GA4 implementations range from £350–£1,300. More complex projects involving BigQuery, server-side tracking, or custom integrations are quoted individually based on scope.
How long does a typical GA4 project take?
A typical GA4 project takes 2-6 weeks depending on complexity.
A basic GA4 setup takes 2-3 weeks. A comprehensive implementation with custom tracking, multiple integrations, and team training typically takes 4-6 weeks.
Audits are usually completed within 1-2 weeks, though fixing the issues identified might take longer.
Do you work with businesses outside London?
Yes. Whilst based in London, Marc works remotely with clients across the UK, EU, and internationally. Most projects are delivered entirely remotely with video calls for key milestones.
Marc can travel for larger projects if needed, but honestly, most GA4 work doesn't require someone sitting in your office. Screen sharing, Google Meet, and proper documentation work perfectly well.
What's the difference between GA4 and Universal Analytics?
GA4 is Google's current analytics platform, replacing Universal Analytics (which stopped collecting data in July 2023).
The main differences: GA4 uses an event-based model rather than session-based tracking, offers better cross-device measurement, includes predictive analytics features, and is built for privacy-first measurement.
However, it's not a direct replacement—most businesses need strategic implementation to actually get value from GA4, not just the default setup.
Can you fix our broken GA4 tracking?
Yes. This is one of the most common requests Marc receives.
The 38-point audit identifies exactly what's broken, why it's broken, and how to fix it—with prioritised recommendations based on business impact, not just "here's a list of 47 things that could be better."
Do you offer ongoing support after implementation?
Yes. Marc offers flexible ongoing support arrangements, from ad-hoc troubleshooting (£80/hour) to monthly retainers for continuous optimisation and strategic consultation.
Some clients just need the occasional "can you check this?" query. Others prefer regular monthly reviews. Both work.
Are you Google Analytics certified?
Yes, Marc is Google Analytics 4 certified. Though between us, the certification is less important than the 60+ actual implementations and nine years of hands-on experience.
The certification proves Marc can pass Google's exam. The client results prove he can actually do the work.
Why is my GA4 data different from Universal Analytics?
Your GA4 data is different from Universal Analytics because they measure things differently.
GA4 uses event-based tracking (not sessions), counts conversions differently, defines engagement differently, and handles cross-device tracking better. Your historical comparisons are essentially meaningless because you're comparing apples to oranges.
The solution isn't to make GA4 look like UA—it's to understand what GA4 is actually telling you and use it properly.
What is consent mode v2 and do I need it?
Consent mode v2 is Google's framework for privacy-compliant tracking under GDPR and UK data protection laws.
If you're collecting data from UK or EU users (which you probably are), yes, you need it. It allows GA4 to function whilst respecting user consent choices, and it's required for Google Ads remarketing in the EU.
Marc implements consent mode v2 as standard in all GA4 setups. It's not optional anymore.
Can GA4 track ecommerce?
Yes, GA4 can track e-commerce—and it does it better than Universal Analytics did, assuming you set it up properly.
GA4's e-commerce tracking captures product views, add-to-carts, purchases, refunds, and a whole lot more. The key phrase being "assuming you set it up properly," which is where most DIY attempts go wrong.
Do you work with Shopify/WooCommerce/Magento?
Yes. Marc has set up GA4 for e-commerce sites on Shopify, WooCommerce, Magento, BigCommerce, and various custom platforms.
Each platform has quirks. Shopify's relatively straightforward (until you add custom checkout modifications). WooCommerce requires proper Tag Manager configuration. Magento... well, Magento is Magento.
Point is: Marc has done them all, including the nightmare scenarios where nothing works properly and nobody knows why.
Ready to make your analytics decision-grade?
Book a free 30-minute consultation to discuss your GA4 challenges and explore how Marc can help.
Schedule Your Free Consultation →
He's surprisingly friendly, even when telling you your GA4 tracking's a disaster.
Related services
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38-Point GA4 Audit — Comprehensive review of your current setup
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Expert GA4 Setup — Clean implementation from scratch
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GA4 Training — Empower your team to use GA4 confidently
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Connect GA4 to BigQuery — Unlock advanced analysis and data warehousing