Author

Jamie Isabel

Founder of MetricMaven, based in Nashville, Tennessee. Jamie leads every MetricMaven engagement and writes the guides on this site.

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Background

Before MetricMaven.

Jamie founded MetricMaven after eight years building analytics infrastructure inside high-growth companies and for marketing agencies.

Prior employment

RYZE Superfoods

Senior Data Manager Built the attribution models and reporting systems a high-growth direct-to-consumer brand ran its marketing on.

Mars

Strategic Revenue Management Analyst, eCommerce Designed the cross-retailer eCommerce performance dashboard covering over $1B in annual revenue, and automated MAP compliance reporting that protected retailer margin.

HCA Healthcare

Digital Analytics, Product Analyst Managed Google Tag Manager and Google Analytics across 800+ sites. Built forecasting-based monitoring that caught tracking breaks before anyone reported them, and the first reporting for the MyHealthOne patient app.

Ancient Nutrition

Marketing Technologist Set up BigQuery and built the first SQL reporting on it: an enterprise performance dashboard across programs, ecommerce, and marketplaces, plus pace-to-goal reports for each line of business.

What Jamie works on

Marketing measurement, from the first tracking audit to ongoing upkeep.

Every engagement starts with a tracking audit.

Healthcare, B2B SaaS and agencies.

Healthcare businesses, B2B SaaS teams and agencies, including agencies that serve banks and credit unions.

Articles

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Jamie Isabel

Before MetricMaven.

RYZE Superfoods

Mars

HCA Healthcare

Ancient Nutrition

Marketing measurement, from the first tracking audit to ongoing upkeep.

Measurement

Modeling

AI access

Alerting

Healthcare, B2B SaaS and agencies.

Guides by Jamie Isabel

Why your numbers never match between platforms

Why HubSpot and GA4 numbers don’t match

Meta’s on-device conversion setting starts November 12. Check it before then

GA4 multi-touch attribution with BigQuery

How to fix “This dataset has been accessed too many times” from GA4 in Looker Studio

Server-side tagging: what it is, when it is worth it, and how to set it up

Beginner’s guide to server-side tagging with Google Tag Manager

Marketing tracking audit checklist: what to check in a running setup

Google Consent Mode v2, explained: basic vs advanced setup

Enhanced conversions in Google Ads: how web and lead setups work

Meta Conversions API deduplication: how pixel and server events are matched

Bank and credit union marketing tracking without sending customer data to ad platforms

GoHighLevel attribution reporting: first touch, latest touch, and what actually closed

How fractional analytics leadership works: what a fractional analytics manager does

Ecommerce metric reconciliation: Shopify vs Meta vs Google Ads vs GA4

Why customer and audience counts don’t match across your CRM and ad platforms

Why ABM platform reports and web analytics don’t match

Why web and mobile app analytics numbers don’t match

Why Google Ads and GA4 conversions don’t match

Why Meta Ads and GA4 numbers don’t match

Why Shopify and GA4 revenue doesn’t match

Why Salesforce and GA4 numbers don’t match

Why LinkedIn Ads and GA4 numbers don’t match

Why GoHighLevel and GA4 numbers don’t match

Why Adobe Analytics and GA4 numbers don’t match

Why email and SMS clicks don’t match GA4 sessions

Client reporting workflow for agencies

HubSpot data cleanup checklist for reporting

GA4 multi-touch attribution without BigQuery: what the built-in reports can and can’t do

HubSpot multi-touch attribution: native reports vs. a warehouse model

Salesforce multi-touch attribution: Campaign Influence vs. a warehouse model

What an attribution audit looks like: a real 30/60-day scope of work

Tracking mistakes that wreck server-side GTM setups

Tracking QA checklist: what to test before you launch a site or campaign

Healthcare marketing tracking without sending patient data to ad platforms

Beginner’s guide to multi-touch attribution

Beginner’s guide to offline conversions

Multi-touch attribution (MTA) technical guide

Marketing attribution models, explained, and when to actually use each

Dynamic UTM parameters: a standardized tracking guide and generator

GoHighLevel offline conversions: sending won deals to Google Ads and Meta

Client reporting system for agencies: scale reports without rebuilding decks

Looker Studio vs HubSpot vs Google Sheets for marketing reporting

Agency client reporting QA checklist and metric definitions template

Set up your agency’s reporting infrastructure

Find what your tracking misses in about 10 seconds.