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I’m Alex McLean, a digital analytics implementation specialist with 20 years’ experience across tagging and measurement—from requirements and technical specifications to debugging, testing and data QA, all the way through to analysis, insights, reporting and dashboarding. I’ve worked extensively with tag management systems (including Google Tag Manager, Adobe DTM, Adobe Launch and Tealium) and major measurement platforms such as GA4, Adobe Analytics, Google Ads and Looker Studio, helping teams turn complex tracking requirements into reliable, actionable data. I’m equally comfortable deep in the technical details (JavaScript, HTML, DOM, dataLayer work and QA) and advising stakeholders on what to measure and why. Across a wide range of sectors, I’ve delivered GA4 migrations, ecommerce and consent-mode implementations, and third-party marketing pixel integrations (including Meta CAPI, TikTok CAPI, Amazon DSP and email/SMS vendors), ensuring governance and consistency while improving campaign and event tracking quality.…I’m Alex McLean, a digital analytics implementation specialist with 20 years’ experience across tagging and measurement—from requirements and technical specifications to debugging, testing and data QA, all the way through to analysis, insights, reporting and dashboarding. I’ve worked extensively with tag management systems (including Google Tag Manager, Adobe DTM, Adobe Launch and Tealium) and major measurement platforms such as GA4, Adobe Analytics, Google Ads and Looker Studio, helping teams turn complex tracking requirements into reliable, actionable data. I’m equally comfortable deep in the technical details (JavaScript, HTML, DOM, dataLayer work and QA) and advising stakeholders on what to measure and why. Across a wide range of sectors, I’ve delivered GA4 migrations, ecommerce and consent-mode implementations, and third-party marketing pixel integrations (including Meta CAPI, TikTok CAPI, Amazon DSP and email/SMS vendors), ensuring governance and consistency while improving campaign and event tracking quality.

Alex. McLean

Web Developer, Data Visualizer, Marketing Consultant, +2

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I’m Alex McLean, a digital analytics implementation specialist with 20 years’ experience across tagging and measurement—from requirements and technical specifications to debugging, testing and data QA, all the way through to analysis, insights, reporting and dashboarding. I’ve worked extensively with tag management systems (including Google Tag Manager, Adobe DTM, Adobe Launch and Tealium) and major measurement platforms such as GA4, Adobe Analytics, Google Ads and Looker Studio, helping teams turn complex tracking requirements into reliable, actionable data. I’m equally comfortable deep in the technical details (JavaScript, HTML, DOM, dataLayer work and QA) and advising stakeholders on what to measure and why. Across a wide range of sectors, I’ve delivered GA4 migrations, ecommerce and consent-mode implementations, and third-party marketing pixel integrations (including Meta CAPI, TikTok CAPI, Amazon DSP and email/SMS vendors), ensuring governance and consistency while improving campaign and event tracking quality.…I’m Alex McLean, a digital analytics implementation specialist with 20 years’ experience across tagging and measurement—from requirements and technical specifications to debugging, testing and data QA, all the way through to analysis, insights, reporting and dashboarding. I’ve worked extensively with tag management systems (including Google Tag Manager, Adobe DTM, Adobe Launch and Tealium) and major measurement platforms such as GA4, Adobe Analytics, Google Ads and Looker Studio, helping teams turn complex tracking requirements into reliable, actionable data. I’m equally comfortable deep in the technical details (JavaScript, HTML, DOM, dataLayer work and QA) and advising stakeholders on what to measure and why. Across a wide range of sectors, I’ve delivered GA4 migrations, ecommerce and consent-mode implementations, and third-party marketing pixel integrations (including Meta CAPI, TikTok CAPI, Amazon DSP and email/SMS vendors), ensuring governance and consistency while improving campaign and event tracking quality.

Available to hire

I’m Alex McLean, a digital analytics implementation specialist with 20 years’ experience across tagging and measurement—from requirements and technical specifications to debugging, testing and data QA, all the way through to analysis, insights, reporting and dashboarding. I’ve worked extensively with tag management systems (including Google Tag Manager, Adobe DTM, Adobe Launch and Tealium) and major measurement platforms such as GA4, Adobe Analytics, Google Ads and Looker Studio, helping teams turn complex tracking requirements into reliable, actionable data.

I’m equally comfortable deep in the technical details (JavaScript, HTML, DOM, dataLayer work and QA) and advising stakeholders on what to measure and why. Across a wide range of sectors, I’ve delivered GA4 migrations, ecommerce and consent-mode implementations, and third-party marketing pixel integrations (including Meta CAPI, TikTok CAPI, Amazon DSP and email/SMS vendors), ensuring governance and consistency while improving campaign and event tracking quality.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Beginner

Work Experience

GTM Implementation Specialist (Freelance) at Situation Interactive UK (Agency)

January 1, 2026 - March 1, 2026

Implemented GTM and GA4 across theatre client websites (e.g., Wicked and other West End shows). Configured Meta Conversion pixels and Google Ads/Floodlight conversion tags, set up tracking integrations between show sites and ticketing platforms (including ATG, Tixly, Ticketek and Nimax), and led end-to-end QA using dev tools, Omnibug, dataLayer validation and Observepoint.

GA4 and Tagging Audit (Freelance) at Upwork (Freelance)

June 1, 2025 - July 1, 2025

Performed GA4 and GTM tagging audits for DataMadeSimple clients, producing actionable recommendations for event, ecommerce and campaign tracking improvements.

Digital Implementation Specialist (12 month FTC) at Airwair International Ltd / Dr Martens

January 1, 2024 - December 1, 2024

Migrated GA4 for 15 ecommerce sites across APAC, EMEA and US, creating GA4 properties/datastreams and implementing new GA4 event tagging in GTM with custom templates plus custom JavaScript/HTML where the standard setup couldn’t meet dataLayer constraints. Implemented Advanced Consent Mode 2.0 via OneTrust and GTM. Deployed and validated third-party tags and pixels (e.g., Attentive SMS, Klaviyo email, Amazon DSP, Monetate, Vyking/Strutfit and Meta/TikTok CAPI), delivering thorough QA and debugging with tools such as Observepoint and Omnibug.

GA4 and Tagging Audit / Implementation (Freelance) at Upwork (Freelance)

August 1, 2023 - November 1, 2023

Audited GTM/GA4 tagging for edvectus.com and recommended improvements. Built GA4 explorer reporting for globalinsightservices.com and advised on account and event/campaign tracking improvements. Implemented GA4 via GTM on hostbetter.com with event tracking, and created Looker Studio dashboards for performance monitoring.

Analytics Consultant (Freelance) at Buddy Media (Agency)

October 1, 2022 - January 1, 2023

Audited GA/GTm implementation for Arena Racing Company (ARC), reconfigured analytics accounts including properties/views/filters and ecommerce tagging specifications, and implemented GTM updates. Scripted new push events and dataLayer changes, followed by technical documentation and QA. Led GA4 migration across ARC sites and supported migration from GTM client-side to server-side tagging.

Google Analytics Consultant (Contract) at BP

June 1, 2022 - July 1, 2022

Migrated GA4 on self-service portals and implemented via server-side sGTM. Configured GA4 properties/datastreams, created GA4 explorations and dashboards (DataStudio), and implemented updated tagging containers in GTM.

Analytics Consultant (Contract) at Publicis AI (Agency) - Sonepar

March 1, 2022 - April 1, 2022

Audited GA4 and GTM tagging, rewrote dataLayer and tagging specification for developer usability, and migrated tagging from client-side to server-side sGTM. Built new GTM containers with revised naming conventions and folder structure, including custom scripts for data cleansing, and reconfigured GA4 for easier analytics team use.

Analytics Consultant (Freelance) at SJR (Agency) - ExxonMobil

August 1, 2021 - Present

Audited existing GA and GTM tagging and provided recommendations plus JavaScript snippets to improve site performance and data collection.

Analytics Consultant (Freelance) at heycar (Freelance)

November 1, 2020 - Present

Audited GA and GTM tagging on heycar.com and provided recommendations and JavaScript snippets to improve site performance and data collection.

Analytics Consultant (Contract) at Equiti Group

August 1, 2020 - September 1, 2020

Audited GA/GTm implementation across equiti.com and fxpesa.com, created replacement tagging specifications, and scripted new push events and dataLayer implementations with developer documentation. Liaised with stakeholders to capture requirements, followed by QA and testing.

Analytics Director (Contract) at Huge Inc (Agency)

January 1, 2020 - February 1, 2020

Planned and scoped implementation of Adobe Analytics & Adobe Launch for the new regus.com website. Advised on KPIs and measurement accuracy, wrote new dataLayer and push event specs with offshore developer coordination, and supported launch strategy guidance including Adobe Analytics configuration.

Senior Analyst (Freelance) at AKQA (Agency) - Rolls Royce UK

August 1, 2019 - September 1, 2019

Wrote dataLayer and tagging implementation specs for the Rolls Royce UK website, configured Adobe Launch properties for the build, and tested/QA’d/debugged implementations. Configured Adobe Analytics account including report suites, eVars/props/events.

Web Analytics Consultant (Freelance) at Green Park Content (Agency) - Unilever

July 1, 2019 - September 1, 2019

Audited Adobe Launch builds across www.allthingshair.com international regions and recommended moving to a single global container. Built a stripped-back global container by removing unnecessary JavaScript/tags and delivered testing/QA/debugging.

Senior Web Analytics Specialist (Freelance) at Brainlabs (Agency)

May 1, 2019 - May 1, 2019

Audited GA and GTM implementation for Swoon furnishings and recommended improvements. Implemented GTM tagging updates for Brainlabs clients including iRobot and NordAnglia Education.

Senior Web Analyst (Freelance) at Oliver (Agency) - Ernst & Young UK

April 1, 2019 - April 1, 2019

Audited Google Analytics implementation on the EY UK site prior to migration to Adobe Analytics, recommended improvements for tagging in preparation for server-side tracking, and performed user behaviour/journey analysis using segmentation to identify engagement and campaign activity.

Digital Analytics Consultant (Freelance) at Centaur Media (Freelance)

May 1, 2018 - December 1, 2018

Audited Adobe DTM tagging across brand sites, migrated Adobe Analytics from Adobe DTM to Adobe Launch for new single page application sites (e.g., econsultancy.com and thelawyer.litigation.com), wrote custom JavaScript to track SPA behaviour, and tested/debugged implementations using Charles, Observepoint and Tagtician.

Web Analytics Consultant (Contract) at NTT Data / Vodafone

January 1, 2018 - February 1, 2018

Worked on analytics deployment and global data layer projects using Tealium IQ and Adobe DTM; supported analytics implementation including ecommerce/data layer work and tag management activities.

Senior Digital Intelligence Consultant (Freelance) at AmazeRealise (Agency) - multiple clients

November 1, 2017 - February 1, 2019

Performed audit and QA of GA via GTM for Brewdog, The Jockey Club and other client sites, including diagnosing ecommerce dataLayer issues. Wrote developer tagging/dataLayer specifications for multiple ecommerce and marketing tracking needs and supported BrightTag/Signal-based deployments and debugging.