Web Analytics with structure and clarity

I design and implement tracking and measurement setups that are well-documented, privacy-aware and aligned with how teams actually work.

How I support teams

Websites and relaunches

I support teams during website relaunches and migrations by designing tracking strategies early, validating implementations before go-live and ensuring measurement continuity afterwards.

International and multi-market setups

For international organisations, I help establish shared tracking standards, documentation and governance models that work across regions and teams.

Privacy-aware and server-side tracking

I design consent-aware tracking architectures, including server-side setups and conversion APIs, with a strong focus on data quality, compliance and sustainability.

Cross-team alignment

I act as a reliable interface between marketing, product, engineering and leadership. Translating requirements into technically robust and understandable solutions.

Selected project experience

  • Designed and validated tracking strategies for complex website relaunches, ensuring consistent measurement before and after go-live.
  • Developed global tracking and measurement frameworks for international brands, including onboarding of regional teams and shared documentation.
  • Implemented comprehensive GA4 and Google Tag Manager setups in close collaboration with marketing, IT and data teams.
  • Built server-side tracking solutions and conversion APIs across major paid media platforms, with a strong focus on privacy and long-term maintainability.
  • Supported internal analytics reviews by defining validation processes and improving how insights are communicated to stakeholders.

“Lisa distinguished herself through an exceptionally structured, proactive and solution-oriented way of working. She demonstrated outstanding communication and stakeholder management skills and was able to explain complex analytical and technical matters clearly and appropriately for different target groups.”

— Reference from a senior leadership role in an international digital consultancy

How we would work together

  1. Discovery: understanding your business goals, constraints and current measurement challenges.
  2. Architecture: defining a clear tracking and measurement setup aligned with your organisation.
  3. Implementation & QA: hands-on setup, validation and troubleshooting.
  4. Documentation & enablement: clear documentation and knowledge transfer for long-term independence.

Get in touch

If you are looking for structured, reliable support with your web analytics setup, feel free to reach out. I am happy to discuss your situation and see whether we are a good fit.