GA4 & Google Tag Manager Consultant

Most sites I audit have a measurement problem. Events misconfigured in GA4, duplicate tracking, untracked conversions, or a poorly structured Google Tag Manager that makes everything opaque. The result: marketing decisions based on data that doesn't reflect reality.

My GA4, Google Tag Manager, and marketing reporting service fixes that at the source. I work with businesses in the US and Canada on their measurement platforms, in English or French.

01

Analytics setup (GA4 & Google Tag Manager)

The foundation is clean tracking. Not a "basic setup." A thoughtful configuration that fits your business objectives.

What I put in place:

Define your KPIs and conversion funnel. Before touching GTM, we define together what matters to your business. What are the key actions on your site? Which micro-conversions lead to macro-conversions?
Clean GA4 configuration. Installation or audit of your GA4 property with custom events that reflect your real funnel. Not the default events nobody looks at. The events that answer your actual business questions.
Structured Google Tag Manager. A well-organized, documented GTM container with clear naming conventions. If I get hit by a bus tomorrow, someone else could pick up and maintain your tracking.
Validation and testing. Every event is tested in a staging environment. Nothing goes to production without validation.

Concrete example: more than 25 GA4 and GTM implementations completed since the Universal Analytics transition. One error I see in roughly 6 out of 10 audits: conversions firing on the thank-you page not properly. Result that leads to bad marketing decisions for years.

02

Dashboards and monthly reporting

Raw data is useless if nobody understands it. My reporting translates numbers into actionable insight, in plain language.

Each month, you get a dashboard that answers three questions:

What's working? The channels, pages, and campaigns generating real results.
What's not working? Investments that are underperforming, with hypotheses on why.
Where should we focus next month? Concrete, prioritized recommendations based on the data.

I build dashboards in Looker Studio (formerly Google Data Studio), connected directly to your data sources. You have real-time access, not just once a month.

No vanity metrics. We don't talk about "impressions" and "reach" as if they were accomplishments. We talk about leads, cost per acquisition, and revenue generated.

03

Audit of existing measurement

Before building or rebuilding, I often start with an audit. The goal: understand what's in place, identify what's broken, and prioritize fixes.

Review of GA4 configuration (properties, data streams, events, conversions, audiences)
Review of the GTM container (tags, triggers, variables, conflicts, duplicates)
Validation of e-commerce tracking (where applicable)
Verification of integration with Google Ads and other ad platforms
Report with clear prioritization of fixes to apply

Web analytics is where my career started. My first professional marketing experience was web performance measurement at Cirque du Soleil. Since then, every role I've held, at NVI, at Biztree, and in my consulting practice, has been grounded in data.

I hold a master's degree in e-commerce management from Université de Sherbrooke, with a specialization in performance measurement and analysis. That training is the technical foundation of all my work in GA4 and GTM.

My approach is "evidence-based marketing." Not impressions. Not clicks. Customers and revenue. Every marketing decision should be backed by reliable data, and that's exactly what I put in place.

25+ implementations

GA4 and GTM configurations completed since the Universal Analytics to GA4 transition.

E-commerce master's

Graduate-level training in e-commerce management (Université de Sherbrooke).

Career started in analytics

First role at Cirque du Soleil, in web performance measurement. More than 20 years later, it's still at the core of my work.

I already have GA4, why would I need help?

Having GA4 installed and having GA4 properly configured are two very different things. Most of the installations I audit have problems: duplicate events, untracked conversions, missing filters, or data that doesn't match reality. An audit reveals what's missing.

What's the difference between GA4 and Universal Analytics?

Universal Analytics was sunset by Google in 2024. GA4 uses an event-based data model (instead of sessions), which makes it more flexible but also more complex to configure correctly. That's why professional setup makes a real difference.

Can you work with tools other than Google?

My primary expertise is in the Google ecosystem (GA4, GTM, Looker Studio, Google Ads). For specific needs with other platforms (Adobe Analytics, Mixpanel, etc.), I can assess your situation and point you in the right direction.

How much does a full GA4 setup cost?

It depends on site complexity and the number of events to track. A services site with 3-5 key conversions can be configured in a few days. An e-commerce site with a cart, promotions, multiple payment methods, and a B2B pipeline takes more work. I always give a fixed quote after a first discussion.

Analytics & Reporting: reliable data for better decisions