Digital analytics and conversion optimisation
Traffic and charts are not enough to tell you what to improve. I help you measure enquiries, sales and user journeys, assess data quality and turn analysis into practical decisions for your website and campaigns.
I am Javier Carmona Benítez, a digital marketing consultant and lecturer based in Alicante, working with businesses in Spain and internationally. I connect measurement with business objectives so your team understands what the data shows, where its limits lie and which actions are worth testing.
The project can start with GA4 and Google Tag Manager setup, an event review or a specific conversion problem. First, we clarify the decision you need to make. Then we define how to gather the information needed to make it.
Client reviews on Google
Clients, teaching and collaborations
Explore the documented projects and case studies to see the work carried out for each organisation.
A measurement plan before adding tags
We translate business objectives into observable actions. A visit, a WhatsApp click, a submitted form and a confirmed sale mean different things. The plan defines each event, where it occurs and how it is validated, so an intermediate action is not mistaken for a completed business outcome.
We inventory the tools, data sources and access available. We also review campaign naming and maintenance responsibilities. This gives your team a reference when the website changes, a campaign launches or someone new needs to understand the measurement setup.
GA4 and Google Tag Manager: setup and validation
We review the installation, events and parameters required by the project. This can cover forms, navigation, contact actions and ecommerce transactions. We check for duplicates, missing events and situations where one action is counted more than once.
Google Tag Manager helps organise tags and triggers, but every implementation needs testing. We compare events with actual website behaviour and document what has been validated. Measurement must respect consent choices; personal information should not be collected through event fields or page addresses.
Dashboards built around clear questions
A useful report helps you identify what has changed and why it deserves attention. We organise indicators by objective, channel and journey stage, keeping visits separate from commercial outcomes. Where appropriate, we use Looker Studio to present the agreed data sources.
Filters, dates and definitions need to be understandable. We explain where each figure comes from and which comparisons have limitations. If your CRM records which enquiries become opportunities or sales, we assess how to connect that information with acquisition data without assuming every system is already integrated.
Conversion: identify friction and prioritise improvements
We examine landing pages, intermediate actions and the points where people stop progressing. A drop may relate to a form, an unanswered question, a technical issue or an offer that does not match expectations. Data guides the investigation; it does not establish the cause on its own.
Recommendations are prioritised by evidence, expected impact and effort. They may address messaging, forms, navigation or checkout steps. Each change has a hypothesis and a way to monitor it. A/B testing is considered when traffic and conditions allow; with limited volume, qualitative review and careful observation may be more useful.
Deliverables your team can use
- Measurement plan: objectives, events, parameters and definitions.
- Technical review: issues, agreed configuration and completed checks.
- Dashboard or report: relevant indicators and clearly identified sources.
- Improvement backlog: prioritised conversion hypotheses and actions.
- Team handover: how to interpret the data and maintain the setup.
The scope specifies whether implementation is included or coordinated with your developers. Structural changes can be addressed through web design and ecommerce. If your team needs greater independence, we can include business training.
Connect acquisition measurement with business decisions
Analytics supports SEO, paid advertising and social media communication. Its role here is to assess and explain results. It does not replace an acquisition strategy or guarantee improvement simply because a tool has been installed.
My professional and teaching background provides context for this work. Tell me what you currently measure, which systems you use and which question you cannot answer. I can then distinguish setup, analysis and ongoing reporting in the proposal.
Digital analytics and conversion questions
Can you review an existing GA4 installation?
Yes. We review the available configuration against real actions on the website. The proposal identifies what to retain, what to correct and which additional measurements are needed.
Does a WhatsApp click count as a customer?
No. It indicates an intention to make contact. Establishing whether a conversation, opportunity or sale followed requires additional information and a way to connect it. Reporting should preserve that distinction.
Why do GA4, advertising platforms and our CRM disagree?
They may use different definitions, attribution windows, time zones and collection methods. Consent and blockers can also affect coverage. We examine these differences before treating a discrepancy as an implementation error.
Can conversion be improved when traffic is low?
We can still identify errors and clear friction. What changes is the evidence available: a statistical test may not have enough volume. We adapt the method and avoid presenting small variations as definitive findings.
What access is needed?
This depends on scope and may include GA4, Tag Manager, your website or reporting sources. We agree the permissions required and keep the accounts under your company’s ownership.
Tell me what your project needs
Share your website, what your business does and what you would like to improve. I will review the context so we can discuss the next step.
“Together, we can improve the present and future of your online business”
Javier Carmona Benítez
Find me on Google Maps
Based in Alicante, working with businesses across Spain and internationally. Open Google Maps.