Consultancy

Analytics that supports decisions, not reports nobody reads

By Miguel Maio · Published July 2026

Web analytics is the collection, measurement and analysis of user behaviour to guide decisions. It rests on GA4 and Google Tag Manager, with a measurement plan aligned to the business - and, increasingly, tracking of AI referral traffic.

What's included

• Audit of current measurement
• Measurement plan and event taxonomy
• GA4 and GTM implementation
• Consent Mode and GDPR-compliant setup
• Looker Studio dashboards

How I work

1. Business questions and KPIs
2. Measurement plan design
3. Technical implementation (GA4/GTM)
4. Data validation and QA
5. Reporting and team enablement

Who it's for

Teams that don't trust their data, or that measure a lot and decide little.

A measurement setup that survives consent and GDPR

For international and EU traffic, measurement isn't just tags - it's tags plus a lawful consent model. GA4 can be run GDPR-compliantly, but only with Google Consent Mode v2 wired correctly: analytics and ads storage denied by default, updated only when the visitor consents, with the banner and the tag manager telling the same story. Get this wrong and you either break the law or lose most of your data to blocked tags.

Beyond compliance, the point of analytics is decisions. I build a measurement plan tied to your business questions, an event taxonomy that won't rot, and reporting (Looker Studio) people actually open - including tracking of AI referral traffic from ChatGPT, Perplexity and Gemini, which most setups miss entirely.

The output is a stack you can trust end to end: GA4 and Google Tag Manager configured against a real measurement plan, key events tied to revenue or qualified leads (not every click), Consent Mode v2 for lawful EU measurement, and dashboards a stakeholder opens each week. When the data is trustworthy, the arguments stop being about whose number is right and start being about what to do next.

The problem I solve

Most teams decide on data they don't trust: GA4 misconfigured, events missing or duplicated, consent leaking data, and reports nobody opens. Without a reliable measurement base, everything else - SEO, GEO, campaigns - flies blind.

My job is to make measurement trustworthy: GA4 and GTM implemented properly, conversions tied to business outcomes, Consent Mode v2 under GDPR, and dashboards people actually use to decide - not to archive. For international businesses, I set it up so numbers are comparable across regions.

Why me, and who it isn't for

I'm Google Analytics certified and have worked measurement for over two decades, from international operations to the classroom. I connect data to the business - I don't ship pretty, useless reports. Not for a quick tag drop; for teams that want measurement they can build decisions on. Remote, English and Portuguese, very limited number of clients.

Delivered by Miguel Maio - in digital since 1998, SEO and SEA since 2007. See also the consultancy and the articles.

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