Rob Edlin is a digital analytics, measurement and technology specialist with more than 20 years of experience spanning web analytics, marketing technology, ecommerce, software development and data integration.
He co-founded Niddocks Limited in 2003 and today works directly with businesses, agencies, marketing teams and developers on complex analytics, tracking and measurement projects.
His core areas of expertise include Google Analytics 4 (GA4), Google Tag Manager (GTM), server-side tracking, marketing attribution, conversion measurement, consent management, ecommerce analytics and the integration of marketing platforms with first-party business data.
Rob has worked with Google Analytics since 2004 and adopted Google Tag Manager shortly after its launch in 2012. Since then, he has worked on more than 1,000 GTM implementations across ecommerce websites, lead-generation businesses, digital platforms and other online services.
His work covers the complete measurement lifecycle, from designing data layers and implementing browser-side tracking through to server-side tagging, advertising platform integrations, attribution, reporting and data-quality auditing.
Current specialist areas include:
– Google Analytics 4 (GA4)
– Google Tag Manager (GTM)
– Server-side Google Tag Manager and server-side tracking
– Google Ads conversion tracking and Enhanced Conversions
– Meta Pixel and Conversions API
– Marketing attribution and measurement strategy
– Consent Mode and consent management platforms
– Shopify and Shopify Plus measurement
– Ecommerce and conversion funnel analytics
– Cross-domain and multi-domain measurement
– CRM and offline conversion integration
– APIs, databases and custom data integrations
– Looker/Data Studio and analytics reporting
– Data-quality auditing and technical troubleshooting
A defining feature of Rob’s work is the combination of marketing measurement expertise with a broad technical background.
His experience includes JavaScript, PHP, Python, SQL, APIs, relational databases, Docker, Kubernetes and cloud infrastructure, alongside extensive practical knowledge of PPC, SEO, ecommerce and conversion optimisation.
This allows him to investigate the entire path between a user’s interaction with a website and the data ultimately received by analytics, advertising and business systems.
Rather than treating analytics solely as a tagging or reporting exercise, Rob approaches measurement as an interconnected technical and business system.
This is particularly valuable when working on complex problems involving developers, marketers, analysts and external agencies, where identifying the actual cause of inaccurate data often requires understanding several different technologies.
Rob has extensive experience in ecommerce and particularly within the Shopify ecosystem.
After identifying the limitations businesses faced when attempting to implement sophisticated Google Tag Manager measurement on Shopify, he designed and developed a dedicated Shopify application for deploying and managing GTM and ecommerce tracking.
The application grew into an international subscription software product used by thousands of Shopify stores worldwide.
Rob was responsible for the concept, technical development and evolution of the product before successfully selling the business to an investor in 2020.
The experience of building and operating an analytics product across thousands of real ecommerce environments continues to inform his approach to Shopify, ecommerce measurement and data quality today.
Rob’s interests and experience extend beyond marketing analytics.
He has worked on technology projects involving renewable energy monitoring and control systems, API integrations, automation, cloud infrastructure and large-scale data processing.
His work has also included maritime analytics combining Automatic Identification System (AIS) vessel tracking with weather and oceanographic datasets to analyse vessel movements, voyage conditions and performance.
These projects reflect a wider interest in turning complex data from multiple sources into practical information that can support real-world decision making.
Today, Rob works through Niddocks, providing specialist consultancy, project delivery and contract support to organisations in the UK and internationally.
Engagements range from focused troubleshooting and analytics audits through to complete measurement implementations, server-side tracking projects, attribution strategy and longer-term technical consultancy.
He also works with digital agencies that require additional specialist analytics and measurement expertise for their own clients.
Rob’s current professional interests include first-party and server-side measurement, marketing attribution, privacy-aware analytics, data quality, ecommerce measurement, APIs, automation, applied data engineering and the practical use of artificial intelligence within analytics and technical workflows.
Rob maintains professional profiles and identifiers across a number of platforms, including:
– ORCID: 0009-0005-0074-6843
– LinkedIn: robedlin
– GitHub: robedlin
– Upwork: Rob Edlin
For consultancy, contract or project enquiries, please contact Rob via email at rob.edlin@niddocks.com or via LinkedIn.