Meet Lawrence Greenlee our fab new Senior Web Analyst

I started my digital marketing career as a pot washer in a fry-up café. I was elbow deep in soapy, bacony water when a friend of the chef popped in to inform her that he needed an intern for the summer to do some content writing.

Sam, the wonderful MD of BlinkSEO (Norwich), got me trained in SEO. I moved to Brighton after university and worked with Cobb Digital (now Fox&Bear) for six years, diverting my career from SEO into web tracking and analytics about four years ago. I had the great privilege of overhauling the reporting and creating dashboards for clients in Looker. It was a fantastic opportunity for me.

Now that Google has introduced quotas for its GA4 into Looker connection, moving and manipulating all that data will cost clients if they choose to use BigQuery to export their data. It’s a small price to pay for the freedom to explore data, but it is still a very real barrier.

Lawrence Greenlee, Senior Web Analyst 

I had heard such good things! I’m good friends with a couple of ex-employees who had great things to say, and I was looking for an agency with a bigger analytics team from whom I could learn.

The huge focus has been on GA4. I don’t think there is a person in digital marketing at the minute who isn’t thinking about the sunsetting of Universal Analytics to some degree.

Looker. How data can be manipulated and visualised is powerful, particularly when plugging in something like Supermetrics to bring in key metrics from other platforms, like Meta Advertising. Blending all this data together gives clients the full picture of where their advertising spend is going without having to hop across platforms.

Now that Google has introduced quotas for its GA4 into Looker connection, moving and manipulating all that data will cost clients if they choose to use BigQuery to export their data. It’s a small price to pay for the freedom to explore data, but it is still a very real barrier.

Every Monday, I check Google’s release notes for Analytics, Tag Manager and Looker. I also enjoy attending MeasureFest (Brighton SEO).

It’s got to be Google for me. The out-the-box free version of GA4 offers a good amount of insights by itself, and it is where the majority of my experience is.

Google has released predictive metrics in GA4, which will be a useful tool to incorporate into everyday insights.

More clients are going to have BigQuery requirements in the next year or so, and I am excited to expand my knowledge in that area.

Clear communication and a genuine interest in their business.

Working with other analysts!   

WhatsApp – it's so important to stay connected to people.

My mum has absolutely told people I work “for” Google, not “with” Google, and my dad thinks I am the family IT technician. I have a lot of friends in digital marketing, and one very good friend, a social media manager, introduces me at parties as the one who “does all the number stuff.”

Every Autumn, I try and get out and look for mushrooms. I don’t pick them, and I definitely don’t eat them, I think they’re neat. The best find I’ve ever had was a mealy tooth fungus: it looks like a blobby white sponge with these red blood-like boils. It’s not very common in the UK, so it was an exciting find. My favourite mushrooms are a magpie inkcap because of the way they grow and release their spores (Google “inkcap time-lapse” and you’ll see what I mean).  

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Whip the whites into meringue and the yolks into custard.