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Enhancing Data Quality for Online Casinos

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Challenge: The client struggled with data quality issues due to the limitations of free Google Analytics 4, given the high traffic volumes on their site. Solution: We exported raw data to BigQuery and set up automated dashboards to leverage tabular analysis directly from BigQuery.

Results: The transition to BigQuery enabled an 80% increase in dataset size, substantially improving data quality and insight accuracy.

What’s Next?: We are currently assisting the client with migrating all brands to BigQuery and integrating ecommerce data directly to enhance reporting accuracy further.

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    Neal Cole

    Neal Cole

    Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.
    Neal Cole

    Neal Cole

    Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.
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    What trustworthy measurement is worth

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    Enhancing Data Quality for Online Casinos

    The client struggled with data quality issues due to the limitations of free Google Analytics 4, given the high traffic volumes on their site. Solution: We exported raw data to BigQuery and set up automated dashboards to leverage tabular analysis directly from BigQuery.

    Read Full Case Study
    gambling slot machine casino 53876 123085

    A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.

    Reducing Customer Support Calls for a Global Insurance Company

    Enhancing Data Quality for Online Casinos

    A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.

    Read Full Case Study

    Reducing Customer Support Calls for a Global Insurance Company

    Read Full Case Study

    Enhancing Data Quality for Online Casinos

    Read Full Case Study
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    Case Studies

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    What Our Clients Say

    Our clients value how we simplify complex analytics and make insights easy to act on.

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    Neal worked with me whilst at Assurant, he was a great team player, and nothing was too much for him. Neal added great value to the business and allowed us to strive further in our web analytics. I would recommend Neal to anyone who needs support in this field!
    – Matthew Ormerod – Director at Assurant
    “Neal gets to bottom of your problem, and brings clear, concise and thorough plans to the table. He will be the first guys I contact when I need conversion help and I couldn’t recommend him any higher!”
    – Danny Mahon, Head of Marketing at Bgo.com & Previously Bwin bingo brands
    “Working with the Conversion Uplift team has been an incredible success. The team transformed and improved our web analytics set up and implemented an A/B testing framework for the business. I wouldn’t hesitate to recommend this experienced team to any digital company. ”
    – Andrew Manduca – VP Growth – Casino Brands
    “I had the pleasure of working with Neal from Conversion Uplift Ltd on our company’s Google Analytics 4 implementation, and I can confidently say that he did an outstanding job. I would highly recommend Neal for any project involving Google Analytics 4. He is a true professional who is committed to delivering high-quality results, and his expertise in this field is truly impressive. It was a pleasure working with him, and I hope to have the opportunity to work with him again in the future.
    – Vassilis Skolikis – Marketing Consultant
    “Neal came into Hastings to help us move our web analytics coverage and capability forward. From the outset Neal was consistently able to demonstrate his breadth of knowledge but also his strong work ethic and determination to overcome the challenges he encountered was admirable. Neal’s communication skills allowed him to integrate himself within the wider teams as well. I would have no hesitation in recommending Neal for similar roles and sincerely hope I work with him again in the future.”
    – Dan Le Roux – Hastings Direct
    I've worked with a number of analytics specialists but Neal Cole at Conversion Uplift has always been in a different league. The latest project was for a full GA4 audit and server-side GTM implementation for a key eCommerce client of ours, and the quality of his work was outstanding. Neal has a rare ability to combine deep technical expertise with clear, practical communication that makes sense (and is easy to explain to others internally!). Beyond that, he consistently goes above and beyond, always available for questions at any time of day, and a genuinely calming presence when the inevitable challenges come along. Highly recommended for any GA4, sGTM audit and implementation work, not to mention reporting and dashboards
    Gav Stevens, Paladin Marketing

    Meet Our Team

    Meet the people accountable for your numbers

     Conversion Uplift

    Conversion Uplift is led by Neal Cole, author of the official GA4/GTM audit course for CXL, not “CXL-trained” like much of the field, but the person who wrote the course. Behind him is a small, senior team with a genuine background in the sectors where getting measurement wrong is most expensive: financial services and gaming.

    Neal Cole

    Conversion Uplift Founder
    and creator of CXL.com's GA4 Audit Course

    Kristian Kirk

    Analytics Engineer

    Richard Kottke

    Senior Analytics Consultant

    Muhammad Gaffer

    Data Analyst

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    Insights We Share on LinkedIn

    Neal regularly shares what we’re seeing in the field, where analytics data quietly goes wrong, what AI changes for measurement, and how server-side tracking and BigQuery keep the numbers honest. Practical, specific, and occasionally uncomfortable.

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    Let’s Find Out What Your Data is Telling You

    Start with a free website audit, or talk to Neal directly about a full diagnostic audit. Either way, you’ll know exactly where your numbers stand, and what it’s worth to fix them.

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