Right, let’s get the awkward first post out of the way.
I’ve been in digital analytics for over ten years now. Long enough to remember when Universal Analytics felt like the future, long enough to have lived through the chaos of GA4 being forced on everyone, and long enough to know that the moment you feel comfortable in this industry something changes and you’re back to square one.
In that time I’ve worked across a pretty eclectic mix of industries — finance, travel, ecommerce, B2C, B2B. Each one taught me something different. Finance taught me that data governance actually matters. Travel taught me that attribution is a nightmare when someone books a holiday after forty seven touchpoints over three months. Ecommerce taught me that if your add-to-cart tracking is broken, someone somewhere is making bad decisions with real money.
Currently I’m a Digital Analytics Manager — which in practice means I spend my days building and managing a team, consulting panicking clients and helping businesses make sense of a landscape that honestly never stops shifting. Privacy regulations, server-side tracking, consent mode, first-party data strategies — it’s a lot to keep on top of.
So why the blog?
Honestly? A few reasons.
I wanted somewhere to document what I’m actually learning and working on — a knowledge library I can reference rather than Googling the same implementation questions at 9am on a Monday.
Writing also forces you to properly understand something rather than just convince yourself you do. There’s a big difference. And if it helps someone else figure out a tricky sGTM setup or stop pulling their hair out over consent mode — even better.
This won’t be a blog full of surface level “here’s what GA4 is” content. There’s plenty of that already but we’ll cover topics ranging from beginners to help new entrants to more advanced topics for those looking to take that next step.
If that sounds like your kind of thing, stick around and i’ll see you soon
Analytics Edge