You hire me — not a junior, not a queue.
Every euro you spend on marketing should be measurable. If it isn’t, you’re not making decisions — you’re guessing with extra steps.
- Engineering degree (BEng) in Computer Science & Data Analysis — Collegium Da Vinci
- 3+ years as GA4 & web-analytics specialist
- GA4, Google Tag Manager & Looker Studio
- Ahrefs, Senuto, Screaming Frog & Search Console
- ISTQB Certified Tester — Foundation Level
- Remote — Norway & the EU · invoicing in NOK & EUR
I didn’t start in marketing. That’s the point.
I spent years in software QA and IT support — the job where you don’t get to say “looks fine to me.” You test until it breaks, then you fix it before it ships.
Then I started working alongside marketing teams and saw the gap: companies pouring money into ads and redesigns with zero reliable way to know what was actually working. Tracking was broken, duplicated, or never set up right in the first place — and nobody had tested it, because nobody thought to.
GA4 is software. It fails the way software fails. So I stopped leaving my QA instincts at the door and started applying them to analytics instead. That’s the entire premise of SquirrelMetrics.
The mark isn’t decoration — a squirrel’s instinct for gathering and storing, running on roots built to last.
Your data is probably lying to you a little
Most tracking setups are installed once and never questioned again. I test them the way I’d test production code.
No double-counting
A refreshed confirmation page or a reopened tab shouldn’t turn one sale into two.
Verified under real conditions
Slow connections, double-clicks, five different browsers, the back button — I check your tracking still correctly shows whether a user actually finished and signed up, not just clicked in.
Built to survive change
Your developer will redesign that page eventually. Your tracking shouldn’t go dark when they do.
The 40% that wasn’t there
An e-commerce client came to me convinced their ad campaigns were crushing it — GA4 had their ROAS looking excellent. Their bank account told a different story: reported revenue was running roughly 40% ahead of what actually landed.
The cause was mundane: every refreshed order-confirmation page was logging as a brand-new sale. I built and tested a deduplication fix in GTM. Overnight, the numbers matched reality — and their campaigns stopped being optimized toward purchases that never happened.
That’s the difference between data that looks good and data you can act on.
That story isn’t the exception
The 40% gap is the clearest example I can point to — but it’s not unusual. These are the same handful of issues I run into, project after project.
Purchases counted twice
A refreshed confirmation page, a reopened tab, a double-click on checkout — and suddenly one sale looks like two.
Conversions that quietly stopped
A redesign moves a button, changes a URL, or swaps a form plugin — and the event tracking it depended on goes dark. Nobody notices until the numbers look “off” months later.
Traffic that was never fully there
A cookie banner blocks the tag before consent is given, or GA4 was installed but never verified — so the dashboard looks fine while it’s quietly missing a chunk of real visitors.
None of these show up as an error. They just look like normal, slightly-underwhelming numbers — which is exactly why they go unnoticed without someone testing for them.
How it actually works
We start with a conversation
Before I touch a single tool, we talk. What feels broken, what you’ve already tried, which numbers you don’t trust — from there, I know exactly where to start looking.
You keep control
I work with delegated access to GA4 and GTM. Never your master login.
I check what’s actually being tracked
Most owners don’t actually know if their analytics is working — is GA4 collecting traffic at all, do the events that matter even exist, are they set up right.
You get a dashboard you can actually read
A custom Looker Studio dashboard built around the numbers that actually matter to your business — put together and explained by me, personally, not handed off with a template and a goodbye.
Wherever you’re based, this is easy
Whether you’re in Oslo, Paris, or Berlin, doing business with me is straightforward — no compliance headaches on your end. I work in English and Polish, with Norwegian steadily improving. Invoicing runs in NOK or EUR, whichever fits your books better, and since I work Central European Time, our days overlap — you get real-time answers, not a reply that lands after you’ve gone home.
Who this isn’t for
To keep the quality high for the clients I do take on, I have to be selective.
Hands-off, zero-access
Fixing your tracking means getting under the hood. If company policy or personal preference keeps me out of your GTM or CMS, we won’t get real results — no exceptions.
Chasing vanity metrics
If a bigger pageview number is the win you’re after, rather than more conversions and sales, my business-focused approach won’t line up with what you want.
An unrealistic timeline
Reliable tracking takes real testing and verification. If you need a rushed setup by tomorrow morning with no room for quality assurance, I’ll politely step aside.
Mountains, watercolors, and a lot of patience
Away from GA4 tags, I hike mountain trails — a good reminder that a genuinely clean analytics setup, like a summit, comes from consistent, deliberate steps, not shortcuts.
I also knit and paint with watercolors. Both demand real patience and an eye for detail — one wrong stitch or stray brushstroke changes the whole piece. That’s the same focus I bring to a dashboard that has to hold up under scrutiny.
Tracking standards and privacy rules shift constantly, so staying current is its own kind of hobby — testing new GTM features and picking apart documentation in my own sandbox environments, so what I build for you uses the latest, most reliable methods available.
A few things people usually wonder
I don’t have GA4 set up at all — is it too late to start?
No. Most of my clients start exactly there. A first-time setup, done properly, is simpler than fixing one that’s already gone wrong.
My data’s been messy for months. Can it even be fixed, or do we start over?
It can almost always be fixed without starting over. Most “broken” tracking is a handful of specific, findable issues — not a reason to rebuild everything.
What access do I actually need to give you?
Delegated access to GA4 and GTM — never your master login, never your website’s admin panel. You can revoke it just as easily as you granted it.
I’m not very technical — will I actually understand what you tell me?
That’s exactly who I built this for. You won’t need to know what GA4 or GTM even mean — I’ll tell you plainly what’s wrong, why it matters for your business, and what to do about it, the same way I’d explain it to a friend.
Why not just hire an agency?
You’ve probably lived this before: an agency pitches you with a senior director, then hands your account to a junior managing thirty other clients. Reports come from a template. Something breaks, and the fix gets routed through an account manager, then a project manager, then — maybe — a developer, weeks later.
There’s no hand-off here. The person who understands your business is the same person configuring your tracking, testing your forms, and building your dashboard. That’s me, start to finish.