We're the data empowerment agency.
MeasureMinds are a digital-first analytics and business intelligence agency specialising in analysis and insights, implementation and optimisation for enterprise businesses.
We're the data empowerment agency dedicated to making you the best you can be.

headquarters
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MeasureMinds Group, Engine Shed, Station Approach, RedcliffeBristol, BS1 6QHUnited Kingdom
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Highly Complex & Large Scale GTM & GA Implentation
Company Profile
Need we give any introduction? National Geographic is the iconic American cable and satellite television network boasting millions of viewers. A true world leader in adventure, science, photography, environment, history and space exploration.
The Problem
The website was using an in-house Tag Management solution that needed to be migrated to Google Tag Manager. However, there was only a 3-month window to complete this migration and it involved 6 CMSs and 500 tags!
The Solution
The existing GTM setup was cleaned-up and changed from classic Analytics to Universal Analytics. Then a phased approach of migrating the pageview, events & then transactions was adopted. An automatic QA system was introduced to monitor the 500 events during the migration and a robust migration process was introduced to minimise human error.
The Results
- GTM migration completed in 3 months
- High-quality data allowed A/B testing using GA goals
- Massive reduction in JavaScript errors
Summary
The project was completed within 3 months and data quality was high enough that it allowed the client to start an A/B testing plan using Google Analytics Goals. An unexpected result of this project was a reduction in JavaScript errors. These were fixed by moving to GTM native JavaScript listeners which are more robust.
What our Client Says
"Google Tag Manager gurus. I worked with them on a complex implementation project for over 10 months and continued to be impressed by their GTM & GA skills. They provide creative solutions and were not shy about making recommendations or improvements that they believed would add value. Their expertise in Analytics and Google Tag Manager definitely make them a great resource to work with." - Deeplaxmi Adke, Director of digital analytics.

650% Conversion Rate Increase for Finance Firm
Company Profile
Principality is a Building Society based in Cardiff, Wales. With assets of £8bn, it is the largest building society in Wales and the sixth-largest in the UK.
The Problem
Whilst Principality are the largest building society in Wales, and favoured amongst older generations, this pool was shrinking due to its ageing population. Also, Principality had been operating predominantly offline and didn't have the resources set up to track their products, customers and media spend.
The Solution
We set up an automated daily crawl of Principality’s website to extract the product IDs, savings and mortgage rates. The data collected was entered into our bespoke database in order to allow a server-side look-up, which returned the profit-per-product.
In parallel, we set GTM to read the product data from the website and look-up the profit-per-product, saving this information as a cookie. This then allowed us to send the transactional and profit data on the applications’ complete pages.
The financial site started reporting as an e-commerce website – thus born Fin-Com. We mapped pages on the website into the relevant e-commerce stage, predetermining how visitors would traverse from product pages, products in cart, through to the purchase page.
The Results
Over the course of a year:
• We increased Principality’s sales conversion rate from 0.40% to 3% (650%)
• Took savings applications from 487 to 3914 (704%)
• Enhanced non-abandons by 309%
MeasureMinds has enabled the building society to be more responsive to changing markets and customer needs, which has resulted in higher profit margins. Prior to the digital transformation, Principality could not access this data in real-time.
What our Client Says
"Phil is clearly an expert in his field and his knowledge was obviously second-to-none. It was helpful to look at GTM with an expert."...
..."The Google data studio training greatly improved our business performance reporting." - Sofia Alvadia, Online Marketing Manager.

40% Traffic Boost and Complex GA Installation
Company Profile
The University of Bristol is a red-brick university located in the south-west of England. As part of the Russell Group, the University of Bristol is committed to maintaining an excellent standard of research and teaching. The University of Bristol had an enrollment of 22,278 as of 2015 and remains one of the top universities in the UK.
The Problem
The client needed reliable Digital marketing tracking; prior to increasing marketing budgets. However, they had limited development resources and required a solution that was ready in time for their January deadline.
The Solution
Using Google Tag Manager, MeasureMinds Group standardised the Google Tag Manager setup and activated form application tracking on all course pages. To rapidly increase organic traffic; meta canonicals were enabled.
The Results
- Instant 20% boost to traffic
- Clearer visibility on marketing spend
- 20% further increase to organic traffic
Bristol University received an instant 20% boost to their traffic from being shown in the Mobile carousal on Google. Consolidating Bristol.ac.uk & Bris.ac.uk increased their trust rank by 35 points to 70/100 which resulted in an additional 20% boost to all organic phrases! Furthermore, real-time tuition fee tracking was added to show International vs EU revenue per session and to justify investment in international marketing.
Reviews
the project
GA4 Migration & GTM Server-Side Setup for Learning Community
"What really sets MeasureMinds apart is their technical expertise."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Learning with Experts is a global classroom community that brings people together to learn from expert tutors and each other online. I’m Alex Nott, the Head of Growth Marketing at Learning with Experts. My role covers all aspects of customer acquisition, conversion, and retention.
For what projects/services did your company hire MeasureMinds Group?
To summarise the top-level projects
- Universal Analytics to Google Analytics 4 migration
- Upgrade to GTM server-side
- Cookie compliance review
- GTM clean up
How did you select this vendor and what were the deciding factors?
It was an extremely detailed project that required a lot of expertise. We had worked with their Analytics Director, Phil Pearce, in the past and knew that he was at the top of the game in terms of the complexity of projects he could take on.
Describe the project in detail and walk through the stages of the project.
We had a couple of meetings to come up with the specification of work to follow in the next two months. After the kick-off meeting, the first phase was to clean up our GTM account and review our tracking. In the second phase we performed the migration from Universal Analytics to Google Analytics 4.
Team MeasureMinds also took care of some small tweaks that really made a difference (e.g. split live vs dev traffic and server-side tracking). We wrapped up the project with a 2-hour handover call during which we ran through all the work performed, learned about the newest tags, variables, and triggers that team at MeasureMinds have implemented and did an overview of the set-up.
How many resources from the vendor's team worked with you, and what were their positions?
Phil Pearce, the Director of Analytics and Founder Gabrijel Zelic, Senior Analytics Developer Francis Angelo Reyes, Senior Digital Analyst
Can you share any outcomes from the project that demonstrate progress or success?
We are now using GA4 as our main analytics platform. We have already transitioned to the latest version of Google Analytics and we’re already seeing a 27% uplift in reported conversions.
How effective was the workflow between your team and theirs?
Reporting was excellent, task management software was implemented to keep track of task assignments and deadlines and communication was regular, clear, concise and effective.
What did you find most impressive or unique about this company?
What really sets MeasureMinds apart is their technical expertise. This is only something you can only find in an agency with years of digital analytics experience.
Are there any areas for improvement or something they could have done differently?
No
the project
Analytics & Data Management for Pest-Control Company
"They’re able to implement fixes quickly and efficiently right out of the box."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Rentokil Initial is a British business services group founded in 1925 as a pest-control business. It has since diversified and expanded and is now a globally recognised pest control and property care business. Currently, Rentokil is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. As the Digital Marketing and Analytics Manager, I oversee all aspects of our digital growth and utilise the applications of digital analytics to enhance our business decision-making.
For what projects/services did your company hire MeasureMinds Group?
As a business that operates in over 60 countries globally, Rentokil processes a lot of data. In order to maximise the use of this data, we needed to set up the proper implementation of Google Analytics and Google Tag Manager. We had a lot of accounts and containers and things were starting to get difficult to manage and operate because of the complexity.
After this was done, we needed to be able to take proper insights from the data and inform our business decision-making better. To summarise we hired MeasureMinds for:
- Google Analytics and Google Tag Manager cleanup, auditing and implementation
- Business intelligence
- Data visualisation
- Data governance
How did you select this vendor and what were the deciding factors?
Due to the size of Rentokil’s operations and thus the complexity of the GA and GTM accounts, we needed expert help and someone with experience in working on large-scale projects like this. After finding MeasureMinds, we saw that they had worked on projects such as National Geographic. In their case studies, they had shown their ability to work on huge, complex accounts, which was really what we were looking for.
Describe the project in detail and walk through the stages of the project.
The MeasureMinds team started by auditing our GA and GTM accounts. They provided a clear overview of all of the problems associated with them and how they could be improved. Once given the greenlight, MeasureMinds cleaned up our entire GA and GTM setup. And provided some business insight reports based on our current data. Simultaneously we were given a KPI workshop, in which Phil understood our pain points and targets.
From there, MeasureMinds were able to set up goals and data studio reports that would show us the sets of data related to our targets. The data visualisation aspect of the project was really important as that was what we were struggling with prior to this project. With better goals set up, we could more accurately attribute value to certain marketing channels and understand their effectiveness. With a better understanding, we were then able to inform our business and marketing decisions with more confidence and were able to get a better ROI on our ad spend.
Thanks to MeasureMinds expertise they were also able to help with data governance. They ensured that our site was using best practices through the use of OneTrust and advised on any other problems we could have faced. After implementing our new and improved GA and GTM setup. Phil and his team were able to identify site speed issues and ensure the use of lean code thanks to their impressive developer knowledge.
How many resources from the vendor's team worked with you, and what were their positions?
Phil, the director of Analytics and founder, and Will, the digital marketing manager worked mostly with us.
Can you share any outcomes from the project that demonstrate progress or success?
Improved data quality and data governance saving over 1,500 working hours per year which equated to an approximate resource saving of £42K.
How effective was the workflow between your team and theirs?
MeasureMinds were extremely effective at identifying and demonstrating issues, then clearly roadmapping their solutions and providing reasoning behind them. Deadlines were always met. Targets were always achieved. Transparency was always a part of the way they worked.
What did you find most impressive or unique about this company?
The team at MeasureMinds really knows their stuff and that becomes clear very quickly. Phil’s technical knowledge is world-class and we’re pretty sure that there wasn’t a single question or problem he couldn’t find the solution to. Trust me, we tried! They’re able to implement fixes quickly and efficiently right out of the box. So we started to see significant improvements very soon after starting. I believe they’ve even built some free tools that help automate these processes too.
Are there any areas for improvement or something they could have done differently?
No
the project
BI & Analytics for Financial Services Company
"MeasureMinds technical expertise was extremely impressive."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Vistra is a leading fund administrator and corporate service provider specializing in private equity, real estate, capital markets, private wealth and international business expansion. My role as the global director of digital marketing is to oversee all digital marketing channels, conceptualise and deliver campaigns, analyse and report on their effectiveness and thereby inform further marketing and business decisions. The bottom line being to provide a positive return on investment with ad spend.
For what projects/services did your company hire MeasureMinds Group?
Google Analytics & Tag Manager auditing, cleanup and implementation. Data analysis and insights. Conversion rate optimisation.
How did you select this vendor and what were the deciding factors?
We first learned of MeasureMinds through the events that they ran on digital analytics. They quite clearly showed some impressive expertise through their thought leadership and decided to contact them once we realised that we needed help with our digital analytics and conversion rate.
MeasureMinds also had a lot of digital analytics experience working with large companies. Which showed us that they were capable of handling the amount of work we wanted to be done.
Describe the project in detail and walk through the stages of the project.
MeasureMinds started by auditing, cleaning up and consolidating our GA and GTM accounts. On top of this, they delivered a KPI workshop in order to understand our business goals and provide a clear outline of what we wanted to achieve. After this MeasureMinds set up Google Data Studio dashboards in line with the findings from the KPI workshop.
MeasureMinds also installed a feedback and session recording tool (Hotjar) in order to understand customer pain points. Performed 5-second tests to understand user perception. They also provided heatmap analysis using Feng Gui. Through the use of these tools, MeasureMinds were able to propose certain changes to the site in order to improve conversion rate. These were then implemented through A/B testing using Google Optimize.
How many resources from the vendor's team worked with you, and what were their positions?
Phil, the director of Analytics and founder, Will Rice, the digital marketing manager, Francis Reyes, the senior digital analyst and Gabrijel Zelic, the senior analytics developer all worked on this project.
Can you share any outcomes from the project that demonstrate progress or success?
Through the changes that MeasureMinds made via A/B testing our conversion rate increased by +41% from 0.59% to 0.83% (+0.25%). On top of this our GTM and GA accounts are now much more manageable and follow a strict naming protocol allowing for easy access and identification.
How effective was the workflow between your team and theirs?
MeasureMinds were extremely attentive and transparent. With at least one catch up call a week, we were able to fully understand the work they were doing and request certain changes. All of their communication made us feel like we were in really good hands. Furthermore, if there was anything that had to be done on our end, MeasureMinds were very clear on the benefits and how to make the necessary changes.
What did you find most impressive or unique about this company?
MeasureMinds technical expertise was extremely impressive. I’d be very surprised if there was any other agency with more knowledge of digital analytics than MeasureMinds. They’re extremely good at what they do and have made a serious impact on our company even in the short amount of time that they’ve been working for us.
Are there any areas for improvement or something they could have done differently?
No
Since the vendor helped the client transition to the latest version of Google Analytics, they’re already seeing a 27% uplift in reported conversions. The client described the vendors reporting as excellent and the communication as regular, clear, concise, and effective.