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Data flow
From click to decision.
About
Twelve years of getting the numbers right.
I lead web and brand analytics at Freshworks. Before that I spent years in enterprise analytics for global brands. I am a CXL Certified Digital Analyst and hold an AI and ML certification from IIT Madras, and I write about what I learn so other teams can skip the expensive mistakes.
Analytics work for
- Freshworks
- Ford
- Whirlpool
- Hush Puppies
The measurement stack
From raw clicks to answers you can act on.
One principle: every number should be explainable back to the event that produced it. This is the path a visit takes, from consent to the dashboard.
Expertise
What I work on.
GA4 implementation and audits
Event design, key events, consent-aware setup and audits that find what is quietly broken.
Server-side GTM
First-party data collection with more control over what is sent, to whom, and when.
BigQuery and data modeling
GA4 exports shaped into clean, documented tables for analysts and dashboards.
Looker Studio reporting
Dashboards that answer a question each, with definitions anyone can check.
Search and AEO analytics
Search Console insight and AI visibility measurement for brand and web teams.
AI-assisted analytics
Using Vertex AI and LLMs to speed up analysis without losing the audit trail.
Insights
New articles, every week.
A GA4 data layer checklist: what to set up before you tag anything
Before you build a single tag, design the architecture and the data layer. A practical GA4 and Google Tag Manager checklist covering consent, events, forms and enrichment.
Server-side GTM: when it is worth it and when it is not
An honest look at the cost, the benefits and the traps.
Coming soon
How to measure AI search visibility with GA4 and Search Console
What you can track today, and what you cannot yet.
Coming soon
Contact
Let's talk measurement.
Questions on GA4, server-side tagging, BigQuery or AI search visibility? Send a note and I will reply.
linkedin.com/in/thomasandrows