Measurement plan and event design
They write the measurement plan first: the decisions your team needs to make, the events and conversions that answer them, and a naming scheme that still makes sense in a year.
Fractional Teammates · Marketing
A senior measurement and conversion lead, embedded in your week
One senior specialist owns your GA4 and server-side tracking, the event design underneath it, and the experiment programme that tests pages, forms and funnels. Fixed days, in your accounts and your ticket queue.
A senior specialist, not a junior placement You own the work and the accounts Reply within one business day
Attribution · this quarter
GA4 · server-sideDirect
Paid
Social
Organic
Email
312
Booked calls
3.1x
ROAS
−31%
CPL
What a conversion & analytics specialist is
OlDevs embeds a fractional conversion and analytics specialist, a senior member of our Vancouver studio, in your organisation for a defined part of each week.They own measurement and conversion rate together: the GA4 property, Tag Manager and server-side tracking, the event and consent design underneath it, the dashboards your team reads, and the experiment programme that tests landing pages, forms and funnels. They also do the analysis that says what actually moved and what only looked as though it did. They work in your accounts, your ticket queue and your standups, and the accounts, data and test history stay yours.
Key facts
- 01Engagement
- Ongoing fractional, a defined weekly slice
- 02Owns
- Measurement, tracking and conversion rate
- 03Core stack
- GA4, Tag Manager, server-side, BigQuery
- 04Experiments
- Hypothesis backlog, A/B tests, written readouts
- 05Typical commitment
- 1 day a week
- 06Judged on
- Tracking accuracy versus back office · Experiments shipped · Conversion rate
Marketing
Where the week actually goes
What this teammate takes off your plate
GA4, Tag Manager and server-side tracking
They build and maintain the tracking itself: GA4 configuration, Tag Manager containers, a server-side container where it is warranted, and the Conversions API feeds your ad platforms depend on.
Consent, privacy and data quality
They keep the numbers defensible: Consent Mode, first-party collection, bot and internal-traffic filtering, and alerts that tell you when a tag broke rather than letting a quiet gap reach the board.
The experiment programme
They run testing as a programme rather than a one-off: a prioritised hypothesis backlog, sample sizes agreed before launch, tests left to run their course, and a written readout on every result, including the flat ones.
Funnel and page-level conversion work
They analyse where people stall, whether that is checkout steps, forms, quote requests or member sign-ups, then specify the changes, brief whoever builds them and check the result against the agreed baseline.
Attribution and definitions both teams accept
They connect ad platforms, analytics and CRM so revenue can be traced past the last click, and hold one set of definitions that your marketing lead and your finance lead have both signed.
Benefits
What owning the numbers changes for marketing
01
Someone will call a result noise
You get someone who has run measurement and experiment programmes across many organisations, who will say which tests are not worth running and when a promising lift is only noise. Few marketing teams keep that specialist busy full-time.
02
Bidding optimises to the real outcome
The conversions reported back to your ad platforms match what the business actually counts as a sale or a qualified enquiry. Automated bidding is then optimising towards the outcome you chose, not a proxy that was never decided on.
03
A flat result stops being failure
Your team can propose changes that might not work, because a test that comes back flat has still answered something and saved the build. Ideas stop being filtered down to the ones nobody in the meeting will object to.
04
Broken tracking stops going unnoticed
A browser change, a consent update or a release that quietly stops a conversion firing gets found by someone whose job it is to look, while it can still be corrected — not months later, when a quarter of reporting is unusable.
05
New work arrives already measured
Campaigns, landing pages and forms go live with their tracking settled beforehand, so the quarter no longer opens with a clean-up of last quarter's untagged launches. Marketing and development stop negotiating measurement after the fact.
06
Measurement knowledge that stays behind
Tag containers, tracking documentation and the record of every test live in your own accounts, written so your team can follow them. When people move on — including this seat — the reasoning behind each definition stays with the organisation.
How it works
How the work is set up and kept going
A call about decisions, not tools
We ask which decisions depend on your numbers and which of those numbers nobody currently trusts. That tells us what needs measuring and how much of a senior week it needs.
Access, not ownership
You grant access to your existing GA4, Tag Manager, ad and CRM accounts. We do not create parallel properties in our name; we work inside the systems you already own.
Audit and a written baseline
The first sessions go to what is tracked, what is broken, what is double-counted and where your conversion rates actually sit today. You get that baseline in writing.
One agreed set of definitions
Events, conversion definitions, attribution model and reporting KPIs are agreed with marketing and finance together, so a lead means the same thing in both rooms.
Fixed days, work in your tracker
Your teammate joins your standups and your board on agreed days. Tickets sit in your tracker, and a weekly demo shows what changed, what is live and what it did.
Who it's for
Who feels this first
Measurement is continuous, unglamorous work that gets postponed until somebody needs a number in a hurry. These are the organisations that feel that first.
Marketing teams buying media at scale
You spend enough that a point of conversion rate matters, but not enough to justify a full-time analyst sitting permanently beside the campaign managers.
Sites with traffic and flat conversion
Visitors arrive, revenue does not follow, and nobody owns the question of why. The tracking usually needs repairing before any test result is worth reading at all.
Teams whose dashboards disagree
Marketing reports one number, finance reports another, and the meeting is spent arguing about whose is right. Somebody has to agree the definitions and then hold them.
Franchise and multi-location networks
Head office needs one definition of a lead across dozens of locations, and reporting the franchisees can compare without disputing whose numbers are the real ones.
12+
Years of studio experience since 2014
1
Typical commitment — 1 day a week
EN/FR
Languages this engagement can be delivered in
Other fractional roles
Often paired with
01
Data & Analytics Specialist
The warehouse, the pipelines, the definitions everybody argues about, and a board pack built from the same modelled data as the dashboards.
Explore02Google Ads Specialist
A set part of each week inside your own Google Ads account: structure, weekly search term work, Performance Max, the Shopping feed, and conversion tracking that reconciles with your CRM.
Explore03UI/UX Designer
Research, task flows, wireframes, a component library in your brand, and specifications your developers can build from.
ExploreFAQ
The measurement questions we get
Both, and they are the same job. Measurement is keeping GA4, Tag Manager, server-side tracking and the CRM connections accurate, and repairing them when a release breaks a tag. Conversion is analysing funnels, specifying page and form changes, running the test programme and writing up what moved. A typical week is part standing meetings, part hands-on build, part analysis.
Enough that a change can be told apart from noise inside a sensible number of weeks. We work that out from your own conversions before proposing a test programme, not after selling you one. On lower-traffic sites the honest answer is usually to fix the tracking, do the qualitative work on funnels and forms, and put the effort into demand instead.
They implement most of the measurement work themselves: GA4, Tag Manager, server-side containers, dashboards and test set-up. Page and template changes usually need developers, either yours or ours. That is the practical difference between a studio and a lone contractor, because when a test needs front-end work or a data pipeline, a second OlDevs specialist picks it up under the same quote.
We will not put a number on that, and you should be wary of anyone who does. What we commit to is the sequence: trustworthy tracking and an agreed baseline first, then a prioritised test backlog, then results reported honestly, including the tests that come out flat, which many do. Lower-traffic sites take longer to learn anything reliable, and we say so early.
Nothing moves. The GA4 property, the Tag Manager containers, the ad and CRM accounts, the dashboards and any BigQuery datasets are in your name, and we hold access rather than ownership. On exit we remove that access and hand over the measurement plan, the event documentation, the test log and the dashboard definitions, then run a session with whoever takes it on.
Three cases. If you need somebody in every meeting and reachable all week, hire. If you have one bounded job, such as a single GA4 migration or one server-side build, buy that as a project instead. And if your site gets little traffic, an experiment programme will rarely reach a conclusion, so fix the tracking and work on demand instead.
Let’s connect
Let’s talk about the conversion & analytics specialist gap.
Tell us what is not getting done and roughly how much of a week it needs. We’ll reply within one business day with who would cover it and a tailored quote — no obligation.