Kickflip Analytics

Professional analytics consulting from an unprofessional skateboarder.

Kickflip Analytics

An experienced marketing measurement and analytics consultant for hire. I work with marketing, data and analytics teams to navigate the complex landscape of marketing technology and fuzzy data signals. I have years of proven experience in Google Analytics, Google Tag Manager, server-side Google Tag Manager, Looker Studio, BigQuery, Funnel, Stape, Excel and Sheets, and more. - Daniel Perry-Reed.

About Me

My name is Daniel and I help teams navigate the increasingly complex world of marketing analytics. I specialize in marketing measurement, analytics strategy, and implementation. I have been doing this since 2012 - a long time with a lot of change in the industry I've navigated. I host the Analytics Unscripted podcast, moderate at MeasureFest, and co-organize the CRAP Talks conferences. When I'm not wrangling data, you can find me skateboarding, gaming, or building a new app for some niche hobby I've gotten into.

Services

  • Marketing Measurement Strategy
  • Attribution, MMM and incrementality
  • Analytics Implementation
  • Marketing Technology Implementation
  • Data Strategy and Governance
  • Technical Marketing & AdTech/MarTech
  • First-party data collection and usage
  • Reporting, Dashboarding and automation
  • Analysis and insight generation
  • Training, Mentoring and Up-skilling
  • On-site or remote working

Technology & tools

  • Google Analytics (GA4)
  • Google Tag Manager (GTM)
  • Server-Side Google Tag Manager (sGTM)
  • Looker Studio
  • BigQuery
  • Funnel
  • Stape
  • Excel and Sheets
  • Pixel and CAPI (Facebook, Meta, TikTik, Snapchat, etc.)

Contact & Links

Blog Posts

GTM Tag Template: Ad Click ID Storer (v1.0)

Date: 2025-10-17 Summary: Want to run a leaner site by removing bloated ad platform pixels but still need click IDs for server-side CAPI? This lightweight template captures those IDs directly from the URL and stores them as rich JSON objects, ensuring your Conversion API events get the reliable attribution click ID data they need.

MeasureCamp London 2025 - Thoughts & Musings

Date: 2025-10-10 Summary: 'Analytics Christmas' comes every year in the form of MeasureCamp London, and this year was no exception. Jam-packed of talks on AI and the rapidly evolving nature of 'analytics' work. Here's some thoughts and musings from my time there, at least before the pub...

GTM Tag Temaplate: GTM Atrribution Cookie (v0.3)

Date: 2025-05-23 Summary: A lightweight GTM tag template that captures UTM parameters, click IDs and referrer data, then stores them in a first-party cookie and localStorage for consistent attribution across sessions. Simple setup, reliable tracking, and optional dataLayer pushes.

How to add UTMs in Google Ads for better attribution

Date: 2025-05-20 Summary: Are you wrestling with Google Ads traffic appearing in GA4 as (organic) or (direct), wondering why the GCLID auto-tagging is failing? You’re not alone. If you’re looking for a robust, future-proof method to ensure every Google Ads click is accurately measured in GA4 with UTMs, you’re in the right place.

Silicon Brighton June 2024 - Google consent mode explained

Date: 2024-06-26 Summary: I was invited onto a panel at a Silicon Brighton event to talk about all things Consent Mode (my favourite acronym CoMo) with Dani Herrmann from Trapeze Media. Here's the recording.

CRAP Talks MCR December 2023 - You don’t hate GA4, you hate change

Date: 2023-12-15 Summary: CRAP Talks Manchester is a wonderful event run every few months by Becky Lacock and team - the sister event of CRAP Talks London and Brighton. I filled in last minute to do a talk on why the hate for GA4 is somewhat unfounded, for my sins...

Brighton Data Forum May 2022 - GA4 machine learning made easy?

Date: 2022-05-26 Summary: My talk at Brighton Data Forum in May 2022 is all about the the machine learning models Google Analytics 4 has and offer for free. Is that a good or bad thing? Here are the slides that I presented.

MeasureFest April 2022 - The role of GA in the future MarTech stack

Date: 2022-04-06 Summary: My talk at MeasureFest in April 2022 is all about the future of Google Analytics, here are the slides on what I have predicted.