Work and how I report results
Client case studies will appear here as projects finish. Until then, see exactly how I report: the same one-page structure every time, with sample numbers clearly marked as samples.
No client names, logos or results on this page are invented. Every number below is a sample.
Pick a slot to see how that kind of project will be reported.
Business website, monthly report
Sample: Enquiries rose from 38 to 51 (+34 %) in the six weeks after the change, against the six weeks before. One period is not a trend, so the next report confirms or corrects it. Source: GA4 key events and Chrome UX Report field data.
The anatomy of every case study
Five parts, always in this order, always on one page. Pick a part to see what it must contain before anything is published.
Goal
What the client wanted, in their words, and the number that would prove it.
- Contains
- A business goal stated as a measurable outcome, the primary metric and the date it is judged on.
- Rule
- One goal, one primary metric, one deadline. Agreed before work starts.
- Typical source
- Kick-off notes and the written quote
Be the first featured project
The first few projects that agree to be published become the case studies on this page. You decide what is shown.
owner decides [terms for featured projects, for example a discount or an extra round of reporting]
- Nothing is published without your written approval of the final text and every number.
- You can publish anonymously: industry and market only, no name or logo.
- Numbers come from your own GA4, Search Console or ad accounts, with the period and source stated.
- You can ask for the case study to be taken down at any time, and it will be.
How results are reported
Plain-language reports you can check against your own accounts. These rules apply to every monthly report and every case study.
Baseline before changes
I record the starting numbers before touching anything, so the comparison is not reconstructed from memory.
Like-for-like windows
Before and after use the same number of days and weekdays. Seasonal businesses get a year-on-year view too.
Every number has a source
GA4 key event, Search Console property, ad platform column or CrUX field data, named next to the figure.
Platform versus analytics
Ad platforms and GA4 attribute conversions differently. I show both and explain the gap instead of picking the bigger one.
What did not work
Tests that lost, changes that made no difference and anything I would undo are listed, not hidden.
One page, then the detail
The first page fits a phone screen. Raw exports and the Looker Studio link sit behind it for anyone who wants to check.
Have a website, store, SEO or ads project? It could be the first one on this page.
Be my first case studyAsk for references
References are shared privately, not listed here. Tell me what kind of project you are planning and I will suggest people who can speak to similar work, then introduce you once they agree.
owner to confirm Which referees are available for which kind of work.
How it works
- 1You email with your project type and market.
- 2I ask a suitable referee for permission.
- 3You get an introduction by email.
Questions about past work
Can I see past work?
Not on this page yet. Client case studies are published only when a project has finished and the client has approved the text and numbers in writing. Until then I can walk you through relevant work on a call, share what is not confidential, and introduce you to references.
How do you report results?
On one page per period: the goal, the baseline, what changed, the result with its source and time window, and what I recommend next. Numbers come from your own GA4, Search Console or ad accounts, which you own and can check. Anything I cannot attribute with confidence is said plainly.
Can I speak to a previous client?
Yes, on request. Email me with your project type and I will suggest people who can speak to similar work, then introduce you once they agree. Referees are never listed publicly and their time is respected, so a short call or a few written answers is usual.
Be my first case study
Tell me about your website, store, SEO or ads project. You get a written fixed price within one working day; publishing is agreed separately and only with your approval.
Or email [email protected]