Niddocks is an independent digital consultancy providing specialist support across Google Tag Manager, analytics, consent management, Shopify and conversion data.
Founded in 2003 by Rob and Andrea Edlin, Niddocks has spent more than two decades working with businesses, agencies and digital teams to solve technical marketing and measurement challenges.
Today, the consultancy is led by Rob, who works directly with clients through contract engagements, defined projects and ad-hoc specialist support.
Rob is the co-founder and lead consultant at Niddocks, with more than 20 years’ experience working across digital marketing, ecommerce, analytics and technology.
His work increasingly focuses on the technical infrastructure behind modern digital marketing: ensuring that websites, analytics platforms, advertising systems and consent technologies exchange accurate and useful data.
Rob specialises in areas including:
– Google Tag Manager
– Server-side GTM
– Google Analytics 4
– Data layer design and development
– Ecommerce and Shopify tracking
– Consent management and Google Consent Mode
– Enhanced conversions and first-party data
– Conversion APIs and server-side tracking
– Marketing attribution and measurement
– Tracking audits, QA and troubleshooting
– Conversion data and signal optimisation
His broader background in digital marketing is an important part of that work.
Having worked extensively with PPC, SEO, ecommerce, conversion optimisation and web development throughout his career, Rob approaches tracking from both a technical and marketing perspective. The objective isn’t simply to make a tag fire — it’s to ensure that the resulting data is useful to the people and platforms making marketing decisions.
Tracking and analytics projects often sit between several teams.
Marketing knows what it wants to measure. Developers understand the website. Agencies manage campaigns. Analytics platforms collect the data. Consent requirements determine what can happen and when.
Problems frequently arise in the gaps between them.
Rob is comfortable working across those boundaries: discussing measurement requirements with marketers, specifying data layers with developers, investigating browser and server-side requests, validating analytics data and explaining the resulting implications to stakeholders.
This makes Niddocks particularly well suited to projects where somebody needs to understand both the technical implementation and the commercial reason behind it.
Niddocks was founded in 2003, but Rob’s involvement with the web and digital marketing began even earlier.
Over the years, the work has evolved alongside the industry — from website development, search marketing and ecommerce through to sophisticated analytics, tag management, APIs, consent management and server-side measurement.
That breadth of experience is particularly valuable when investigating complex tracking problems. Modern measurement rarely exists in isolation: websites, ecommerce platforms, advertising systems, consent platforms, APIs and backend systems all influence the data being collected.
Rather than looking at one platform in isolation, Niddocks looks at how the complete system fits together.
Niddocks deliberately operates as a small specialist consultancy.
Clients work directly with Rob rather than passing through account managers or layers of agency resource.
Rob can join an existing team as a specialist contractor, providing additional expertise and capacity for a defined period.
Niddocks can take responsibility for clearly defined projects such as tracking implementations, audits, migrations, data-layer development or server-side tracking.
For smaller requirements, troubleshooting or specialist advice, support can be provided on an hourly or short-term basis.
Niddocks also works with agencies that need additional technical analytics and tracking expertise for their own client projects.
Andrea co-founded Niddocks with Rob in 2003 and continues to play an active role in the business.
Today, Andrea primarily looks after the company’s finance, administration and business operations, allowing Rob to concentrate on client delivery and technical consultancy.
Having worked together since the company was founded, Rob and Andrea have built Niddocks around long-term relationships, practical expertise and straightforward ways of working.
Niddocks Limited has been trading since 2003 and works with clients in the UK and internationally.
Contract and project engagements are undertaken through Niddocks Limited, with appropriate professional business arrangements in place for consultancy and contracting work.
Our approach is deliberately straightforward: understand the requirement, communicate clearly, work constructively with the people already involved and deliver something that solves the underlying problem.
Whether you need an experienced specialist to join your team, have a defined tracking or analytics project, or simply need help solving a difficult technical problem, we’d be happy to discuss it.