Hi, I'm Tom — I make analytics make sense.
Web analyst since 2014, full-time on GA4 and GTM since 2020. I run accs-net.com because the docs are dense, the courses are dated, and most "GA4 guides" are recycled blog posts. This site is the reference I wish I'd had when I started.
From SQL to GA4, the long way around
I started in business intelligence — SQL reports, dashboards nobody read, the usual. Around 2014 I picked up Universal Analytics for a side project and got hooked on the puzzle of attribution: data so close to truth, never quite there.
By 2020 GA4 had landed and I switched full-time. Since then I've shipped GA4/GTM setups for ecommerce stores, debugged BigQuery exports for media sites, and rebuilt attribution pipelines through iOS 14, GDPR, and the privacy-update of the week.
10+ years in analytics, in 5 stops
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'14
Business intelligence & SQL
First role: writing SQL reports nobody read. Learned how data actually flows through a business — the gap between what's tracked and what's decided.
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'18
Universal Analytics & first GTM containers
Side projects pulled me into UA. Got my first taste of "tracking is correct, the report is wrong" — the puzzle that's kept me hooked.
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'20
Full-time GA4 & ecommerce
GA4 launched. Switched my consulting practice over. Shipped enhanced-ecommerce setups for Shopify, WooCommerce, custom carts. Lots of broken purchase events.
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'22
Server-side GTM & BigQuery
iOS 14 + GDPR pushed everyone to server-side. Rebuilt attribution pipelines on sGTM + BigQuery. Wrote a lot of denormalized SQL.
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'25
accs-net.com goes live
Tired of recycled docs and gated lead-gen, started writing the GA4 reference I wished I'd had. 71 entries and counting.
My specialties
GA4 implementation
Property setup, data streams, cross-domain, server-side GTM, custom events, BigQuery export.
Ecommerce tracking
Enhanced ecommerce events, Shopify/WooCommerce setups, Stripe attribution, refund handling.
Attribution & reporting
UTM systems, channel grouping, data-driven attribution, Looker Studio, Power BI dashboards.
Privacy & consent
Consent Mode v2, GDPR-compliant tagging, ITP-resistant cookies, server-side identity.
No fluff, no AI summaries, no recycled docs
Most analytics content online is one of three things: rephrased Google docs, gated lead-gen for an agency, or generic AI slop. Each glossary entry on this site is hand-written from real implementation experience — what actually breaks, what the docs leave out, and what the GA4 UI doesn't tell you.
If you find a mistake, an outdated screenshot, or a clearer way to explain something — please email me. Corrections ship the same week.
Editorial principles
- Every entry is tested in a live GA4 property before publishing.
- Code samples are runnable, not pseudo-code.
- When Google's docs are wrong or unclear, I say so and link to the source.
- Tools are reviewed honestly — including the ones I don't recommend.
- No paid placements, no affiliate-driven recommendations.
Got a tracking problem you can't crack?
Drop me a line — I read every email, and most replies go out within 48 hours.