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Marketing analytics & attribution expert

I build the tracking, SQL and dashboards that show which channels and campaigns bring in customers and revenue. At Ecobank, an attribution pipeline I built cut drop-offs by 18%.

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Illustration for marketing data analyticsSign-ups+24%CAC-12%Revenue+18%
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Specialisms

Go deeper into the parts of marketing analytics & attribution I am hired for most.

Illustration for marketing attributionSearch35%Social20%Email25%Direct20%ActivatedMarketing attribution consultant18% fewer funnel drop-offs after I built Ecobank's customer attribution pipelineExplore Illustration for funnel conversion analysissearch#1#2#3AI answercited: you+2 sourcesFunnel and conversion analysis specialist18% fewer funnel drop-offs after I built Ecobank's customer attribution pipeline from acquisition to activationExplore Illustration for tracking architecture dashboardssearch#1#2#3AI answercited: you+2 sourcesAnalytics tracking and dashboards expert3 Topship web domains tracked with GA4 and Google Tag Manager, with sign-ups, quotes and orders as conversionsExplore

What I do

01

Marketing analytics

I measure channel, campaign and content performance against business outcomes like revenue and retained customers. Reporting answers "what should we do next?", not only "what happened?"

02

SQL & data analysis

I write SQL against warehouse and production data to answer growth questions directly. Joins, window functions and cohort queries are everyday tools.

03

GA4

I configure GA4 properties, key events, custom dimensions, audiences and explorations for real decisions. BigQuery export is set up for analysis beyond the interface.

04

Google Tag Manager

I build clean tag, trigger and data layer setups that survive product releases. Every tag is documented and tested before it goes live.

05

Marketing attribution

I choose attribution models that fit your funnel and state their limits plainly. Where spend is large, I back models with incrementality tests.

06

Funnel & conversion analysis

I measure conversion step by step to show where users drop off and why. Findings go straight into CRO and product backlogs.

07

Customer segmentation & cohort analysis

I group users by channel, market or behaviour to track retention and value over time. Cohorts show which acquisition sources bring customers who stay.

08

BigQuery / PostgreSQL / MySQL

I query across warehouses and application databases with performance and cost in mind.

09

Google Sheets & Excel

I build fast models, forecasts and analyses for teams that live in spreadsheets, from budget pacing to scenario planning.

10

Tracking architecture & marketing dashboards

I design event taxonomies, naming conventions and dashboards that give every team the same definitions and numbers.

How I work

  1. 1

    Define the questions

    Which decisions the data must support, the metrics behind them, and an agreed definition for each.

  2. 2

    Design the tracking

    Event taxonomy, data layer, UTM rules and naming conventions, documented in one tracking plan.

  3. 3

    Implement and validate

    GA4, GTM and warehouse pipelines, checked against source data before anyone relies on them.

  4. 4

    Analyse

    Funnel, cohort, segmentation and attribution analysis in SQL, with assumptions written down.

  5. 5

    Report

    Dashboards plus written insights, each ending in a clear recommendation and owner.

Who I help

Marketing teams whose platform reports don't match revenue or product data.

Growth and product teams that need cohort, funnel and retention analysis without waiting on a data team.

Leadership that wants one weekly or monthly view of acquisition, CAC and growth.

Companies moving to GA4 or a warehouse that need tracking rebuilt properly.

Tools and stack

  • SQL
  • BigQuery
  • PostgreSQL
  • MySQL
  • ClickHouse
  • Metabase
  • GA4
  • Google Tag Manager
  • Google Sheets
  • excel
  • python
  • Looker Studio

Related skills

All skills
Illustration for seosearch#1#2#3AI answercited: you+2 sources

Marketing skill

SEO, AEO & GEO expert

Afeez AdebayoSkill

Related case studies

All case studies

Questions

Why use SQL for marketing analytics instead of GA4 alone?

GA4 shows on-site and in-app behaviour, but revenue, retention and customer value usually live in your product database. SQL joins the two, so you can see which channels bring customers who transact and stay, not just visitors who convert once. It also removes the sampling and thresholding limits of the GA4 interface.

Which attribution model should I use?

No model is exact. For most startups, GA4's data-driven model, checked against first-touch and last-touch views, gives a practical picture. Where spend is large, add incrementality tests such as geo holdouts or conversion lift studies to confirm which channels truly add customers.

What should a marketing dashboard include?

Spend, CAC, conversions and revenue by channel; funnel conversion by stage; and retention by cohort. Keep it to the metrics that drive decisions. Every metric needs an owner and a definition everyone agrees on, or the dashboard becomes a source of arguments instead of answers.

How do you keep tracking from breaking?

With a documented event taxonomy, a data layer the product team owns with marketing, strict naming rules, and a QA checklist run before every release. Automated alerts on sudden drops in key events catch breakages within a day instead of at month-end.

What is cohort analysis used for in marketing?

Cohort analysis groups users by when or how they joined, then tracks their behaviour over time. It shows whether retention is improving, which channels bring the most valuable customers, and how long it takes to pay back acquisition costs.

Want numbers your team can trust?

Tell me what you are working on. I reply within two working days.

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