Jimmy Okoth.
Case studiesBlogGet a free health check
Available for freelance work

The numbers your store runs on, made trustworthy again.

I fix the tracking, tagging and reporting behind your ecommerce data, then show you where you're leaking sales and ad spend.

Get a free health checkSee what I do
Why this, and not just "analytics"

Most stores don't have a data shortage. They have a trust problem.

The tracking is half-broken, campaigns are tagged inconsistently, and the dashboard quietly reports numbers nobody believes.

AI tools can now generate an analysis from a prompt in seconds. What they can't do is go into your tracking setup and make the numbers real, or repair a broken product feed. That hands-on layer is what I do, and it's the part that actually holds up.

You get working tracking, a dashboard you can read, and a short written breakdown of what to do next.

Services

Start with a free scan. Fix the plumbing. Then read your numbers with confidence.

Free wedge — Tracking Health Check

I scan your store's tracking, tagging and analytics setup and send a scored report of what's broken and what it's costing you. No charge. It's how most engagements start.

Core services deliverable today

GA4 Dashboard Build

For stores flying blind or drowning in spreadsheets
Clean GA4 tracking and a Looker Studio dashboard your team can read without asking me.

Campaign Tagging System

For anyone whose channel data is split by messy tags
A UTM naming convention, a simple generator, and cleanup of your existing broken tags.

Funnel & Ad Spend Audit

For traffic that isn't converting, or spend with no clear return
Where customers drop off, which channels waste money, and the three fixes that matter most.
Premium services the defensible tier

Server-Side Tracking Setup

Stape or server-side GTM
Tracking rebuilt so your data survives ad blockers and browser limits.
Hands-on setup no AI agent can perform.

Consent Mode & GDPR Tracking

Built for EMEA stores
Compliant consent and cookie configuration that keeps your data legal and usable.
A recurring, high-stakes need across your market.

Merchant Center Feed Fixes

For Google Shopping sellers
A repaired, clean product feed plus monitoring to keep it healthy.
Unglamorous, constantly breaks, owners won't touch it.

How I work through a problem

Three tracking problems I see in almost every store, and how I diagnose and fix each. This is the method you're hiring.

When your analytics undercount sales

The symptom. GA4 shows healthy add-to-carts, but the conversion numbers never match what Shopify actually banked. That gap is almost always a tracking problem, not a sales one.

How I diagnose it

  • Reconcile GA4 events against Shopify's real order data to size the gap.
  • Inspect where each event fires and what's blocking it, from ad blockers to browser privacy limits.
  • Trace the tag setup end to end, from landing page to purchase.

The fix. Move the key events server-side through Stape or server-side GTM so they survive blocking, then verify the numbers line up with Shopify.

What good looks like: a funnel you can trust, so you optimize against real drop-off instead of phantom numbers.
Tools: GA4, Google Tag Manager, server-side tracking

When you can't tell which ads actually work

The symptom. Meta and Google both claim the same sales, and inconsistent campaign tags split the data, so nobody can say where the budget really earns its keep.

How I diagnose it

  • Audit your UTMs for the inconsistencies that fragment channel reporting.
  • Map where attribution overlaps and double-counts across channels.
  • Rebuild a single channel view that de-duplicates the conversions.

The fix. A UTM naming convention plus a simple generator so tags stay clean, and one reconciled report that shows true return by channel.

What good looks like: a clear read on which channel to scale and which to cut.
Tools: GA4, Sheets, Looker Studio

When the dashboard contradicts itself

The symptom. Numbers live in scattered exports, the existing dashboard disagrees with itself, and the team has quietly stopped trusting it.

How I diagnose it

  • Trace each metric back to its source to find where definitions diverge.
  • Clean and reconcile the messy exports into one dataset.
  • Rebuild the view around the handful of metrics that actually drive decisions.

The fix. A single source of truth and a documented Looker Studio dashboard the team can maintain without me.

What good looks like: a dashboard people actually open, because it agrees with reality.
Tools: Python, SQL, Sheets, Looker Studio

What the work changes

The point of fixing tracking is a decision you can make with confidence. Here's what that looked like for four stores.

Supplement bottles on a wooden desk

Supplement brand — found where the ad budget was really earning

See what I did
Shopper in a home furnishings store

Home goods store — one dashboard instead of conflicting reports

See what I did
Amber glass skincare bottles and jars on white display blocks

Skincare brand — recovered 14% of dropped purchase conversions

See what I did
See all case studies

How I work

Scan

A free tracking health check to find what's broken and size the opportunity.

Playing through the four steps — click any step to jump.

Skills & tools

TrackingGA4, Google Tag Manager, server-side tracking, consent mode
AnalyticsConversion funnel analysis, ad attribution, channel reporting
DataData cleaning, SQL, Excel & Google Sheets, Python
VisualizationLooker Studio, Power BI, dashboard design
EcommerceShopify, Meta Ads, Google Ads, Merchant Center, Klaviyo

Background

Jimmy Okoth

You work directly with me, Jimmy Okoth. The person who scopes your project is the person who does the work.

Marketing Analyst — US-Based Marketing Agency
September 2025–present
Marketing and SEO analytics across multiple client accounts. Funnel reporting, ad performance, tracking and content analysis.
Freelance Data Analyst — Upwork
2021–2023
20+ client engagements across data cleaning, analytics and reporting.
BSc Actuarial Science — Catholic University of Eastern Africa
2025
Statistics, probability and financial modelling.

Questions

What do you need from me to start? +
Access to your GA4, tag manager and ad accounts, or exports if you prefer. I'll send a short checklist once we scope the work.
How is this different from an AI tool that reads my Shopify data? +
Those tools can describe your data. They can't rebuild your tracking, fix your consent setup, or repair a broken feed. I do the hands-on work that makes the numbers trustworthy in the first place.
Do you sign an NDA? +
Yes. Your data stays confidential and I only use anonymized, permissioned examples in my portfolio.
What platforms do you work with? +
I work with Shopify and WooCommerce most often, and I can set up GA4 and Google Tag Manager on any platform. Tell me what you run and I'll confirm fit before we start.

Want to know what's broken in your tracking?

I'll run a free health check and tell you honestly whether it's worth fixing before you pay anything.

I’ll only use these details to reply about your health check. No logins needed, nothing shared. Privacy

Or find me on Upwork and LinkedIn.