Ongoing Analytics Support

A tracking specialist on tap - without hiring one full-time.

If you’re an agency, you can’t be a tracking expert on every brief that lands. If you’re an in-house team, hiring a dedicated analytics specialist is hard to justify before the work justifies the salary. A retainer fills both gaps.

I work on retainer with agencies and in-house marketing teams who need a specialist on call - for client launches, ad-hoc audits, monthly tracking health checks, GTM updates, and the awkward technical questions nobody internally wants to be the one to answer.

What’s included by default.

Here’s a look at the types of events I commonly track in GA4:

  • Every month I go through your tracking proactively - not waiting for you to flag a problem. That covers tag firing across the live site, conversion data reconciling between GA4 and your ad platforms, match rates on Meta and TikTok, consent gating still behaving as expected, and anything new that's appeared (or quietly stopped appearing) since the last check. You get a short summary with anything that needs your attention, anything I've already fixed, and anything to keep an eye on.

  • You should never have to wonder "what did the last person do?". Every change I make, new tag, removed tag, configuration tweak, dataLayer update, gets logged with the date, the reason and the expected outcome. Same goes for recommendations: anything I've flagged that wasn't actioned at the time is kept on record, so when priorities change you can pick it back up without starting from scratch. It lives wherever works for your team - Notion, a shared Google Doc, Confluence, or whatever you're already using.

  • I work in the way your team already works, not the other way around. Shared Slack channel, email, Teams, Asana, ClickUp, project comments - whichever you'd actually use. Async-first by default, with calls when something genuinely needs working through in real time. Clear response times so you know what to expect: same-day for urgent issues, two business days for everything else.

  • The platforms don't sit still. New privacy updates from Apple, behaviour changes in GA4, Meta deprecations, browser cookie changes, regulatory shifts - these land regularly and most of them won't matter to you. The ones that do, I'll flag before they become a problem. You get a short note covering what's changing, when, whether it affects your setup, and what (if anything) we need to do about it. Not a daily firehose - only when something genuinely applies to you.

Who this is for.

Agencies

You’ve got strategy, creative and media buying covered, but the tracking layer keeps slowing things down or getting raised by clients. I plug in:

  • White-label or named, whichever suits the engagement

  • On call for client launches and migrations

  • Available for ad-hoc audits when a client asks "is our tracking actually right?"

  • Brief your media or strategy teams in plain English when it’s needed

  • Cover the technical questions your client services team can’t (or shouldn’t have to)

  • Same specialist across multiple clients - not a different freelancer every time

In-house marketing and growth teams

You’ve built a marketing function, but a dedicated analytics hire isn’t justified yet. I sit alongside it:

  • Monthly tracking health checks

  • New campaign setup - UTM strategy, conversion events, audience definitions

  • Site update support - tracking that survives a re-platform or design change

  • Ongoing GTM, GA4 and ad-platform support

  • A clear, consistent point of contact when something looks off

How it Works.

  • Monthly retainer hours, or a day-rate engagement - whichever fits how you actually work

  • A clear scope of what’s included in the retainer and what would be additional project work

  • Use it or roll it (within reason) - flexibility for the peaks and troughs of a marketing calendar

  • Clear response times - same-day for genuinely urgent, two business days for everything else

  • Async-first communication - Slack, email and shared docs, with calls when they’re actually useful

  • A monthly summary so you know exactly what the hours have been spent on and what’s coming up

What you can use the hours for.

  • Ad-hoc audits and second opinions on existing setups

  • Monthly tracking health checks on the accounts you’ve put me on

  • New campaign tracking setup - UTM strategy, conversion events, audience syncs

  • Site update support - making sure tracking survives re-platforms and design changes

  • GTM changes - new tags, removed tags, container reorganisation

  • GA4 reporting questions, custom report builds and explorations

  • Ad-platform conversion setup - Meta, TikTok, Google Ads, Microsoft, LinkedIn

  • Consent and compliance check-ins as regulations and platform behaviour change

  • Briefings for your client services, strategy or media teams

  • Training calls when someone on your team wants to skill up

This is for you if…

  • You’re an agency that needs a tracking specialist on call for client work

  • You’re scaling marketing in-house but not ready to hire a dedicated analytics person

  • You’ve got a complicated stack that needs ongoing maintenance, not just setup-and-leave

  • You want one consistent specialist across multiple clients or projects

  • You want predictable monthly cost rather than ad-hoc invoicing

  • You want a sanity check on what your other agencies or contractors are doing

Talk through what you need.

Tell me how your team works, what your stack looks like, and where the gaps are. I’ll come back with a retainer shape that actually fits - not a rigid package.