A measurement framework turning analytics into decisions and growth.
GA4
Analytics
A measurement framework I built at Empire Amplify to turn analytics into decisions. Most GA4 properties collect plenty of data and answer very few questions — the framework exists to close that gap.
What is in it
GA4 and Google Tag Manager configured around the questions the business actually needs answered, with conversion tracking and custom events mapped to real outcomes rather than default metrics.
Server-side measurement and data architecture where it counts — the same discipline I applied to the People First Bank merger, with sGTM and first-party data requirements built in from the start.
Automated reporting in Looker Studio, drawing on the approach that once cut an agency's reporting cycle from four days to one.
The framework condenses a decade of tracking work — from automating campaign setup at Bang Digital, which cut launch times by 44 per cent, to enterprise server-side builds — backed by CXL training in GTM, GA4 and data analysis and the full suite of Google certifications.
