Data & Analytics Engineer

Turning raw events into reliable measurement

I build server-side tracking pipelines, GA4 & BigQuery data models, and tag management systems that hold up in production — and write about how they actually work.

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don't wake her up ☕

Writing

From the blog

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Server-Side Tracking

Server-Side GTM: Reclaiming First-Party Data in a Cookieless World

Why moving your tag container into a server-side environment changes the trust and accuracy equation for every downstream report.

Jun 2, 2026·7 min read

Analytics

Designing a GA4 Ecommerce DataLayer Schema That Survives Contact with Reality

A field-by-field breakdown of the GA4 ecommerce object, and the schema decisions that keep a data layer maintainable past launch day.

May 14, 2026·9 min read

Tag Management

Tag Management Governance: Stopping Container Sprawl Before It Starts

GTM workspaces multiply fast. Here's the review process that keeps a container auditable once more than two people can publish to it.

Apr 22, 2026·6 min read

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Selected Work

Featured projects

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2026

Server-Side Tracking Migration

Migrated a 40M-event/month ecommerce container from client-side GTM to a server-side tagging setup on Cloud Run.

GTM Server-SideCloud RunGA4Meta CAPI+1

2025

Custom Attribution Model on BigQuery

Built a data-driven, position-weighted attribution model on top of the raw GA4 BigQuery export, replacing last-click reporting.

BigQuerySQLdbtLooker Studio+1

Ecommerce DataLayer Sandbox

See GA4 events fire in real time

A working ecommerce flow wired to a live dataLayer debugger — view_item_list, add_to_cart, begin_checkout, and purchase, exactly as they'd hit GTM.

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