About
Toronto, Canada
Hi, I’m Alicia — a lead web analyst based in Toronto with over 12 years of experience in digital analytics.
I started my career wrestling with clunky analytics implementations and watching teams drown in data they couldn’t use. That frustration shaped my approach: analytics should be meaningful, not just comprehensive.
Today, I focus on helping businesses build smooth, reliable tracking systems that respect user privacy while delivering actionable insights. Whether it’s migrating from legacy platforms, implementing privacy-first solutions, or making sense of attribution data — I’ve probably debugged it at 2 AM.
I write here to share what I’ve learned: the practical stuff that actually moves the needle, without the jargon or vendor hype.
What I cover
Privacy-First Analytics
Cookieless tracking, GDPR-compliant setups, and analytics that work without surveillance.
Open-Source Tools
Deep dives into Matomo, Plausible, Umami, and alternatives to the Google ecosystem.
Tracking Implementation
Data layers, tag management, event tracking, and debugging techniques.
Attribution & Conversion
Multi-touch attribution models, cross-channel measurement, and funnel analysis.
Data Quality
Filtering spam, detecting anomalies, validating tracking setups.
Analytics Fundamentals
Core concepts, metrics that matter, and avoiding vanity metrics.
What I believe
The analytics industry has a problem: too much complexity, too little clarity. Vendors sell features; practitioners need solutions. I write to bridge that gap — sharing what actually works based on real implementations.
Get in touch
Have a question about analytics implementation? Want to suggest a topic?