About Mike
I help e-commerce and D2C brands turn unreliable tracking and raw data into decision-ready insight - and into measurable revenue gains.
I’m an analytics engineer and digital analyst specialising in marketing measurement, server-side tracking, and the modern data stack. I build the foundations that let you trust your numbers: accurate first-party tracking, clean data pipelines, and reporting that ties marketing spend to actual orders.
Recent client results:
- 30–45% improvement in GA4-to-backend order accuracy through server-side tracking and event deduplication
- Meta Event Match Quality raised to 8.8+ across 25+ accounts
- 20–30% average conversion-rate uplift across CRO engagements
Typical projects I deliver:
- Server-side tracking setups (GA4, GTM, sGTM, Meta CAPI, Consent Mode v2)
- BigQuery data warehousing with dbt models for LTV, CAC, retention and multi-touch attribution
- CRO audits and funnel analysis (Hotjar, Clarity, Bigquery)
- Looker Studio dashboards and RFM customer segmentation
Whether you need a one-off tracking fix, or a full measurement rebuild, I translate the technical detail into clear commercial recommendations you can act on.
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- ZapDigital Analyst & Analytics EngineerMarch 2025 - Today (1 year and 5 months)Glasgow, United Kingdom
- Designed and built a BigQuery data warehouse with dbt transformations and YAML schema definitions for 15 clients, modelling GA4, Meta, Google Ads, and WooCommerce data into unified reporting layers.
- Designed and built a custom tracking Pixel, a proprietary server-side tracking product (PHP/WordPress) replacing third-party solutions across 70+ clients, enabling first-party identifiers, custom datalayer, enriched event payloads, UTM persistence, GDPR consent management, and CAPI deduplication.
- Built RFM customer segmentation models feeding Customer.io and Klaviyo for retention and lifecycle marketing campaigns.
- Developed SQL data models in BigQuery for LTV, CAC, retention, and multi-touch attribution, turning raw event data into commercially relevant reporting.
- Led post-build and post-change CRO analysis across 15+ client websites (Hotjar, Clarity, funnel and micro-event analysis), delivering average conversion improvements of 20–30% per engagement.
- Scoped and designed the Customer.io integration architecture (WooCommerce → Pipelines API → MySQL segmentation → real-time sync), including full developer specification.
- Designed and implemented full GA4 + GTM + server-side GTM tracking architecture, improving attribution accuracy and significantly reducing browser-level tracking loss across the client base.
- Embedded Advanced Consent Mode v2 and GDPR-compliant tracking architectures across the client portfolio, balancing data capture with regulatory compliance.
- Communicated analytics findings and tracking strategies to account managers, directors, and clients, translating technical data into clear business recommendations.
- FreelanceDigital Marketing AnalystJanuary 2020 - Today (6 years and 7 months)
- Delivered web analytics audits (BigQuery), GTM implementations, CRO reviews, and paid advertising support for independent clients.
- Set up custom server-side tracking infrastructure and GA4 configurations.
- GLOPerformance Marketing AnalystSeptember 2024 - March 2025 (6 months)
- Built full GA4 to BigQuery reporting infrastructure for client performance visibility.
- Implemented advanced GTM tagging using custom data-layer variables to improve event capture quality.
- Produced dashboards and automated reporting templates tracking organic search, paid performance, and conversion trends over time.
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Education
- BAUniversity of the West of EnglandBA
- Google Analytics 4 (GA4) Certification Google CRO Certification Google Ads SuiteGoogle Analytics 4 (GA4) Certification Google CRO Certification Google Ads Suite