London, UK · Serving UK/EU · GBP pricing
Marc Alexander. Web analytics consultant. Measurement that tells you something useful.
Independent web analytics consultant for businesses that need decision-grade data.
Marc Alexander is a web analytics consultant based in London with nine years' experience helping businesses build measurement systems that support real decisions... not just dashboards that look convincing in presentations.
Marc works across the full web analytics stack: Google Analytics 4, Google Tag Manager, BigQuery, Looker Studio, and the privacy and consent infrastructure that holds all of it together legally.
The work ranges from fixing broken tracking to building measurement systems from scratch to training teams who've inherited something they don't understand.
The goal is the same in every case: analytics that reflects what's actually happening, not what the implementation accidentally happened to capture.
Book a Free 30-Minute Consultation
What web analytics actually involves.
Web analytics is the practice of measuring what happens on your website: who visits, where they come from, what they do, and whether any of it connects to something that matters commercially.
In practice, it involves four layers that all have to work together:
Tracking implementation. The code and configuration that captures user behaviour. Mostly Google Tag Manager and GA4 event tracking. When this is wrong, and it usually is, at least partially, everything built on top of it is unreliable.
The analytics platform.
GA4 is where most UK businesses collect and analyse web data. It's powerful when configured properly. Configured poorly, it produces numbers that look plausible but quietly mislead every decision made from them.
Data infrastructure. For businesses that need more than GA4's interface can offer longer data retention, SQL-level analysis, integration with CRM or revenue data. BigQuery is where raw event data lives and gets turned into something more useful.
Reporting and visualisation. Looker Studio, Power BI, or custom dashboards that surface the right information to the right people in a format they'll actually use.
Most web analytics problems aren't platform problems. They're implementation problems. GA4 reports faithfully what it's been told to measure — including the things that were configured incorrectly.
What Marc does as a web analytics consultant.
Analytics audits A systematic review of what is being tracked, what is broken, and what the data can actually be trusted for. Marc's 38-point GA4 audit covers tracking, e-commerce, cross-domain configuration, integrations, consent, and attribution, prioritised by business impact.
38-Point GA4 Audit · £175 to £1,800
GA4 implementation A GA4 setup built around how the business actually makes money. Proper event structure, conversion tracking, cross-domain configuration, Consent Mode v2, Google Ads and Search Console linking, and documentation the team can use.
Expert GA4 Setup · £350 to £1,300
Google Tag Manager audits, clean implementations, server-side GTM, e-commerce tracking, data layer design, and consent management. The container that feeds GA4 data matters as much as GA4 itself.
BigQuery integration When GA4's interface is not enough: raw event-level data, longer retention, SQL analysis, CRM integration, and dashboards without GA4's sampling and export limitations.
Analytics training Sessions using your actual GA4 property and real data. GA4 fundamentals, Explorations, attribution, GTM basics, BigQuery and SQL, tailored to what your team actually needs to do.
GA4 Training · Custom pricing
Privacy and consent UK GDPR-compliant analytics implementation. Consent Mode v2, data minimisation, PII protection, and cookie controls that actually work when tested, not just when they are set up.
Why web analytics is harder than it looks.
Most GA4 properties have at least a handful of issues that quietly undermine the data. The tracking appears to be working. Events fire. Conversions show up. Revenue appears in the reports. The problem only becomes visible when someone asks a specific question and the answer does not match reality.
Common things that go wrong, and why.
Duplicate conversions. The same event fires twice, often because GA4 and a separate tag both track the same action, or because a trigger fires on conditions that occur more than once per conversion. Conversion rates look better than they are.
Revenue mismatches. GA4 shows different revenue to Shopify, Stripe, or the payment processor. Usually missing item parameters in the purchase event, cross-domain attribution failing at the payment gateway, or a timing issue with when the event fires.
Attribution collapsing to Direct. Users complete a purchase and GA4 shows Direct as the source, because the session broke when they moved to a checkout subdomain or an external payment page. The actual acquisition channel gets no credit.
Consent breaking tracking. A consent banner configured incorrectly fires tags before consent is granted, or blocks tags entirely regardless of what the user chose. Either results in data that is non-compliant or incomplete.
Events that work but are not structured correctly. Events fire and appear in GA4, but the event names, parameters, and values are not consistent or do not match GA4's data model. Reporting is messy, custom dimensions do not work, and the data cannot be used for anything sophisticated.
None of these problems are unusual. They are common enough that Marc has built a structured audit specifically to find them.
Proof: what this looks like in practice.
Knight Frank — web analytics infrastructure across 50+ international websites
The brief was to build a measurement system that worked consistently across 50+ international websites, on a shared CMS, during an active digital transformation, without manual tagging work on every page across every market.
Marc designed a CMS-integrated approach where page metadata automatically populated the data layer. Universal form tracking captured all submissions site-wide. GTM fired conversion events connecting directly to LeadPro CRM, attributing every enquiry back to its marketing source.
Outcome: 27% increase in qualified leads after identifying and fixing 80% form abandonment. 49% conversion rate on high-intent Market Appraisal forms from organic traffic. Scalable measurement standards across 50+ websites and multiple markets.
Read the Knight Frank case study
The Super Prime — full e-commerce tracking, zero backend changes
A luxury property platform needed complete GA4 e-commerce tracking but had no existing data layer and limited development resource.
Marc built a GTM implementation that inferred product data from page structure and network traffic, automatically generating GA4 e-commerce events without any backend changes.
Deployed in under two weeks, saving an estimated £10,000 to £15,000 versus traditional backend implementation.
Who works with Marc?
Marc works as a web 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.
Frequently asked questions.
What is the difference between web analytics and digital analytics? In practice they mean the same thing in most business contexts. Web analytics specifically refers to measuring user behaviour on websites. Digital analytics is a broader term that sometimes includes app analytics, marketing analytics, and offline data integration. Marc works across both.
Do I need a web analytics consultant or a digital marketing agency? Agencies typically handle strategy, media buying, creative, and campaign management, with analytics as one part of a broader relationship. A specialist web analytics consultant focuses exclusively on measurement: making sure the data is accurate, the tracking is properly configured, and the reporting reflects what is actually happening. Many businesses work with both.
Which analytics platform should I be using? For UK businesses, GA4 is the standard choice. It is Google's current platform, it is free, and it integrates directly with Google Ads, Search Console, and BigQuery. Marc works primarily in the Google Analytics ecosystem. If you are on a different platform and considering a move, he can advise on what is involved.
How do I know if my web analytics is broken? Common signs: revenue or conversion data that does not match other systems, unusually high or low conversion rates, Direct traffic dominating despite active campaigns, events appearing in GA4 that were not intentionally set up, or a general sense that the numbers look plausible but do not hold up when you ask specific questions. The audit exists to answer this definitively.
How much does a web analytics consultant cost? Marc's services start from £175 for a Mini Audit. A full GA4 Setup ranges from £350 to £1,300 depending on complexity. Full pricing at metricowl.co.uk/pricing.
Do you work remotely? Yes. Marc is based in London but works with clients across the UK and EU remotely. All consultations, implementations, and training sessions are delivered online.
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.
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