Michael Frith
Glasgow
Summary
Digital Analytics Specialist with 5+ years’ experience overseeing digital analytics strategy, implementing first-party tracking systems, server-side tagging, and unified data layers for eCommerce. Architect of a custom PHP analytics pixel + WooCommerce plugin enabling accurate, multi-touch attribution, LTV/CAC modelling, and enhanced tracking resilience.
Overview
6
6
years of professional experience
1
1
Certification
Work history
Digital Analyst, Tracking Developer
Zap
Remote
2024.04 - Current
- Built custom PHP analytics pixel + WooCommerce plugin enabling first-party identifiers, enriched event payloads, and UTM persistence.
- Designed GA4 + GTM + sGTM tracking architecture improving attribution accuracy and reducing browser tracking loss.
- Implemented event_id stitching/deduplication, and user data for Meta CAPI & Google Ads EC.
- Developed custom dataLayer infrastructure to collect custom e-commerce data, user data and custom parameters to improve tracking.
- Developed SQL models for LTV, CAC, retention and a custom multi-touch attribution model.
- Designed and assisted in development of custom WP API to send custom attribution data server-side (alongside custom client to receive this data in sGTM) and forward this onto BigQuery for attribution modelling).
Digital Marketing Analyst
Freelance
Remote
2020.01 - 2026.02
- Delivered analytics reporting, GTM builds, CRO audits and paid advertising support.
- Audited and optimised GA4, GTM, Paid Ad setups.
- Set up custom server-side infrastructure.
Performance Marketing Analyst
GLO
Remote
2024.09 - 2025.03
- Developed full GA4 → BigQuery reporting infrastructure for client performance visibility.
- Implemented advanced GTM tagging leveraging custom data-layer variables.
- Audited and optimised Google Ads and Meta Ads accounts + data collection.
- Produced forecasting dashboards and automated reporting templates.
Group Digital Marketing Manager
Scotsman Hospitality
Glasgow
2023.11 - 2024.07
- Oversaw GA4/GTM implementation across multiple hospitality brands.
- Optimised Google Ads and Meta Ads accounts for multiple brands.
- Improved site performance and UX through WordPress optimisation and custom theme enhancements.
Web Developer
Freelance
Remote
2022.01 - 2024.01
- Developed bespoke WordPress features and lightweight PHP tracking enhancements.
Digital Marketing Analyst
Tigerbond
Glasgow
2023.03 - 2023.11
- Provided analytics insights across multi-channel campaigns informing strategy and CRO changes.
- Implemented robust GA4/GTM measurement and achieved record-low CPL/CPA across key campaigns.
- Developed landing page optimisation strategies improving engagement and lead quality.
Digital Marketing Account Manager
Boyd Digital
Glasgow
2022.05 - 2023.03
- Managed SEO, PPC and analytics reporting for 20+ clients across varied industries.
- Identified insights driving improvements in traffic quality and conversion rates.
Education
Business Administration with Law -
University of the West of England
Skills
- GA4
- GTM (Client & Server)
- BigQuery
- SQL
- PHP
- JavaScript
- WordPress Plugin Development
- Attribution modelling
- Event tracking architecture
- Data Layer
- Paid Ads
- Multi-channel attribution
- API integration
- Data Governance & Compliance
Certification
GA4 Certification, Google CRO Certification, Google Ads Suite
Accomplishments
- Improved GA4 to backend order accuracy by 30–45%.
- Improved Meta EMQ scores across 25+ clients to 8.8+ on average across all events.
- Reduced attribution loss by 35% with first party tracking, cross-device and cross-session stitching.
Technical Achievements
- Architected cross-platform first-party tracking system.
- Designed and built a custom multi-touch attribution model.
- Built advanced sGTM pipelines with deduplication and backend validation.
- Built custom data pixel in Wordpress and developed custom datalayer.
- Designed and assisted in building WP API to send custom attribution data to sGTM via custom built client (which collected and forwarded data to BigQuery for attribution modelling).
Timeline
Performance Marketing Analyst
GLO
2024.09 - 2025.03
Digital Analyst, Tracking Developer
Zap
2024.04 - Current
Group Digital Marketing Manager
Scotsman Hospitality
2023.11 - 2024.07
Digital Marketing Analyst
Tigerbond
2023.03 - 2023.11
Digital Marketing Account Manager
Boyd Digital
2022.05 - 2023.03
Web Developer
Freelance
2022.01 - 2024.01
Digital Marketing Analyst
Freelance
2020.01 - 2026.02
Business Administration with Law -
University of the West of England