Marketing & ecommerce analytics
Grow on data that pays back every ad euro.
I build the tracking behind your PPC and your funnel, and reconcile your data across every channel, so you see the real return on every euro of ad spend.
Example store, illustrative figures.
Trusted by teams at
- Lufthansa
- Danone
- Merci Handy
- Wightlink
- Pétrone
- FFS Beauty
- Haynes
- Owari
- Acierto
- Reglo
- Trone Paris
- Flowrette
- Aretha
- Stasher
Who I work with
Two kinds of clients, one standard of data.
Shopify & Shopify Plus brands
Know which channel actually sold the order.
Fixed-price packages built around how Shopify tracks today: Customer Events, custom pixels, consent and server-side conversions.
- GA4 purchases reconciled with Shopify orders
- Meta and Google Ads conversions without duplicates
- Fixed-price packages, live in 4 weeks
Marketing teams & agencies
A senior analyst on demand, without hiring one.
Audits, measurement plans, server-side tracking and dashboards for in-house teams, plus white-label delivery for agencies that need GA4 and GTM depth.
- Lead-gen, SaaS and multi-site setups
- BigQuery, Looker Studio and Power BI reporting
- White-label work under your agency’s name
Services
Audit what you have. Build what’s missing. Keep it running.
Stage 11–2 weeks
Audit
- Tracking auditEvery tag, event and consent signal checked against your real sales.
- Measurement planThe KPIs, events and parameters your business actually needs.
Stage 22–6 weeks
Build
- GA4 & GTM implementationClean dataLayer, events and Consent Mode v2.
- Server-side & ad conversionssGTM, Meta CAPI, enhanced and offline conversions.
- Dashboards & BigQueryReports your team opens every Monday.
Stage 3Monthly
Run
- Analytics partnerMonitoring, fixes and a monthly review call.
- Team trainingGA4, GTM and Looker Studio for your team.
Sound familiar?
The issues I fix most often.
Each one quietly skews the numbers you use to set budgets. If two or more apply to you, an audit pays for itself.
- HIGHGA4 and your backend disagree
Purchases or leads in GA4 don’t match orders or CRM records.
- HIGHAd platforms over-report
Meta and Google Ads both claim the same sale, so ROAS looks better than it is.
- HIGHConsent breaks tracking
The cookie banner blocks tags entirely instead of sending consent signals.
- MEDGTM nobody understands
Hundreds of tags, duplicated pixels, no naming convention, no owner.
- MEDIncomplete dataLayer
Events fire without item data, values or transaction IDs.
- MEDOffline conversions missing
Qualified leads and phone sales never reach Google Ads.
- MEDDashboards nobody trusts
Looker Studio or Power BI reports that break or contradict GA4.
- MEDNo documentation
Only the person who left knew how the tracking worked.
Who you’ll work with
No sales team, no account managers. Just me.
I’m Elliot Latil. I started in SEO in 2017, ran paid campaigns on Meta, Google Ads and TikTok, then moved into tracking engineering. I founded GTM Analytics in 2023.
The person on your discovery call is the person who audits your container, builds your server-side setup and answers your messages, in English or French.
What clients say
He has been assisting us with our Shopify tracking for several months now. The result: a 10% increase in tracked conversions.
Maxime LaigreCEO, Reglo.fr
Elliot successfully restored clarity and reliability to our data (GA4 tracking, events, conversions), which now allows us to better understand our performance and optimize our campaigns.
He identified issues in tracking and config that a non-pro would have never thought to test or fix. Life saver, and a nice guy to boot.
Thanks to his reconfiguration in BigQuery, our Power BI report has been corrected and is much clearer, with filters that make it far more practical.
Shopify Analytics Hub
Free guides for Shopify owners who want numbers they can trust.
Why GA4 shows fewer purchases than Shopify
The eight causes, how to measure each one, and what a healthy gap looks like.
GA4 on Shopify: Google & YouTube app, custom pixel or GTM?
What each method captures, what it misses, and which one fits your store.
Consent Mode v2 on Shopify with the Customer Privacy API
Pass consent to GA4 and Google Ads from your banner, step by step.
Let’s find out what your tracking is missing.
Thirty minutes, no sales pitch. You show me your setup, I tell you what I’d fix first and whether I’m the right person to do it.