DIGITAL ANALYST · CRO & WEB ANALYTICS
Hi, I'm El Mahdi. I read the data, shape the experience, and build the pages.
Trusted by teams building at
(01) About
A hands-on analyst obsessed with user behavior, clean data, and pages that actually convert
I work across the full journey, not a single channel. I look at what users do, dig into why they hesitate or drop, and decide what to move first, the page, the tracking, or the message. Then I go build it.
That's the part most analysts skip: I don't stop at the recommendation. I read the data and I ship the fix analysis and execution in the same pair of hands.
20+
Projects contributed to
8
Countries Worked With
5
Sectors
∞
Cups of Coffee
(02) Stack
The tools I reach for, day to day.
Google Analytics 4
ContentSquare
Microsoft Clarity
Google Tag Manager
Amplitude
AB Tasty
Looker Studio
Figma
Framer
Hubspot
JavaScript
(03) Experience
Where I’ve been consulting.
2026
Digital Analytics Consultant
— AVISIA
GA4 · GTM · Looker Studio · ContentSquare
2025
Digital Analytics and UX Consultant
— VOID
2025-2026
Webdesign & CRO
— Freelance
Framer · GA4 · GTM · Figma · Hubspot · Clarity
2024
Digital Marketing
— SA PUB
MetriCool · Meta Ads · Google Ads
CERTIFications
Credentials that back the craft
Google Analytics 4
Core GA4 skills: event-based tracking, reports, and audiences, reading behavior and turning it into decisions.
Source · Google Skillshop
Earned · 2026
Experience Analytics Advanced
Behavioral analytics with Contentsquare: heatmaps, session replay, and journey analysis to find where users struggle.
Source · ContentSquare
Earned · 2026
Conversion Rate Optimization
The CRO method end to end: research, hypotheses, A/B testing, and reading results that actually hold up.
Source · Google Skillshop
Earned · 2026
HubSpot Inbound Marketing
Inbound fundamentals: attracting, converting,
and nurturing audiences across the full marketing funnel.
Source · HubSpot
Earned · 2025
Artificial Intelligence in Marketing
How AI reshapes marketing analysis and decisions, where it genuinely helps, and where judgment still wins.
Source · University of Virginia
Earned · 2024
(04) Study cases
A few cases I’m proud to have studied.
BANKING · CRO
Recovering a leaking account-opening funnel
A bank's signups leaked at a single step. The fix wasn't fewer steps but restoring confidence where trust broke.
GA4 · Funnel analysis · Clarity · A/B testing
Automotive · Web Analytics
When two dashboards tell two different stories
A carmaker's analytics and CRM never agreed. The gap wasn't in the reports; it was built in at collection
GA4 · GTM · BigQuery · DebugView
Insurance · CRO · Design
From data to a page that converts
An insurance page drew traffic but converted almost none. Reading the behaviour first, then rebuilding it, lifted the rate.
GA4 · Heatmaps · Figma · Event tracking
Retail · Web Analytics
Instrumenting a site before launch
Tracking is usually bolted on after launch, and the data breaks. Designed first, as a spec, it's clean from day one.
Measurement plan · dataLayer · GTM · DebugView
UX/UI & CRO
Designing a booking journey for a high-emotion purchase
A luxury photoshoot brand needed bookings, not just beautiful images. The site was built around one decision.
Figma · Framer · GTM · GA4 · SEO
UX/UI & Web Analytics
Structuring a multi-discipline school, and measuring it
A surf school with three disciplines needed structure, not a brochure. It shipped instrumented from day one.
Figma · Framer · GTM · GA4 · Clarity · SEO
(05) blog
Sharing Knowledge.
LET'S CONNECT