Cross-platform reporting disagreement
GA4, Adobe, ad platforms, CRM, and backend systems all report different versions of performance.
About Analytico
We help organizations build measurement systems they can actually trust.
Analytico is a senior-led measurement architecture and analytics engineering partner. We work with organizations that have outgrown fragmented reporting, brittle tracking, and platform-level versions of the truth.
We design the underlying measurement layer that helps marketing, product, finance, and leadership operate from the same numbers— across GA4, Adobe, server-side infrastructure, warehouses, and internal systems.
- Measurement architecture for complex, multi-platform environments.
- Direct access to senior practitioners from strategy through implementation.
- Built for teams where data quality affects budget, product, and executive decisions.
Offices in Toronto, Calgary, and Charlotte. Supporting teams across North America and beyond.
Senior-led
Strategy, architecture, and delivery stay close to the same experienced hands.
Architecture-first
We fix the system underneath reporting, not just the surface symptoms.
Decision-oriented
The goal is not more dashboards. The goal is cleaner, faster, higher-confidence decisions.
Trusted by teams across healthcare, SaaS, education, ecommerce, and regulated environments
Best Fit
We are at our best when measurement is already too important to leave half-fixed.
Analytico fits best where reporting trust affects real budget, product, operational, and leadership decisions—not just dashboard aesthetics.
Fragile measurement infrastructure
Tracking breaks when sites, funnels, products, or internal teams change faster than the analytics layer can keep up.
Slow decisions across stakeholders
Marketing, product, finance, and leadership spend too much time debating the numbers instead of acting on them.
Need for senior-level support
Internal teams need a partner who can think architecturally, work directly with stakeholders, and help execution move forward cleanly.
Why Analytico Exists
We started Analytico to fix the layer most organizations underestimate.
Most companies do not have a reporting problem first. They have a measurement problem underneath it.
Events are inconsistent. Revenue logic is fragmented. Ad platforms optimize against partial signals. Teams pull numbers from different systems and still call all of them “correct.”
That creates more than confusion. It slows planning, weakens budget decisions, and makes growth harder to defend internally.
Analytico was built to solve that layer properly. We approach measurement as infrastructure: event design, data layers, server-side routing, warehouse logic, governance, and reporting that reflects how the business actually works.
That is the work we care about. And it is the work most teams postpone until the cost of bad data becomes too expensive to ignore.
What we believe
- A clean-looking number is still dangerous if the system underneath is broken.
- Measurement should support decisions, not create more reconciliation work.
- The best analytics systems are documented, governed, and usable across teams.
How we work
- We challenge weak assumptions early, before they harden into expensive mistakes.
- We work directly with internal teams instead of hiding behind layers of process.
- We leave behind systems your team can operate, not black-box fixes.
Where we work
We're based in Toronto, Calgary, and Charlotte and support teams across Canada, the US, and select global markets.
How We Work
A tighter operating model for teams that do not want layers between strategy and execution.
In complex environments, speed comes from clarity—not from cutting corners. We keep engagements close to the work so architecture, tradeoffs, and implementation decisions stay connected.
Senior-led from the start
The people shaping the architecture are the same people involved in the core delivery decisions. That keeps context high and handoff loss low.
Built to work with internal teams
We are comfortable working alongside product, engineering, analytics, marketing, and leadership teams instead of trying to replace them.
Architecture before busywork
We do not start with random tag requests or dashboard cosmetics. We start with the measurement model underneath the business questions.
Documentation and continuity matter
Our work is meant to survive launches, redesigns, new markets, new teams, and platform changes—not just look clean on delivery day.
Leadership & Team
Senior-led, close to the work, and built to operate without handoff drag.
The people you meet early are the people shaping the work. We keep engagements senior-led so decisions move faster, tradeoffs are discussed clearly, and implementation does not get diluted through layers of handoff.
Principal Consultant
Nishan Singh
Founder & Lead Analytics Architect
Based in Toronto · Working across North America
Our job isn’t to hand you another dashboard. It’s to make sure your tracking is trustworthy, your analytics are explainable to leadership, and optimization work actually moves revenue.
Owns analytics strategy end-to-end: from instrumentation and schemas to revenue attribution, experimentation, and stakeholder buy-in.
- 15+ years across digital analytics, growth, and product-adjacent roles.
- Hands-on with Adobe, GA4, GTM, sGTM, Shopify, Stripe, HubSpot, BigQuery, Looker Studio, and Power BI.
- Comfortable in both C-suite conversations and in-the-weeds debugging event payloads and data pipelines.
L
Lohit Sharma
Lead Analytics Implementation Specialist
Track pillar · Web, app & warehouse
Owns the implementation side of the Track pillar: data layers, frontend and backend event flows, and BigQuery schemas that line up cleanly with how the business actually works.
- Builds and maintains GA4 + GTM + sGTM implementations across complex stacks.
- Comfortable across frontend, backend, and warehouse, so tracking doesn’t break at system boundaries.
- Designs BigQuery schemas that make downstream analysis and activation easier, not harder.
V
Valentina Borisovna
Lead Experimentation & Data Visualization Analyst
Analyze & Optimize pillars
Leads AB testing programs, experiment design, and data visualization so stakeholders can see, trust, and act on results across Analyze and Optimize.
- Designs AB and multivariate tests that map directly to revenue, conversion, or retention questions.
- Builds dashboards that tell a clear story instead of dumping charts on leadership.
- Partners with product and marketing to turn insights into prioritized experiment backlogs.
H
Harshita Maheshwari
Performance Advertising Specialist
Optimize pillar · Paid media
Owns the advertising side of Optimize: turning cleaner measurement into smarter bidding, tighter audiences, and more disciplined media spend.
- Translates analytics and attribution insights into concrete campaign structure and bidding decisions.
- Works across search and social platforms with an emphasis on signal quality and conversion reliability.
- Collaborates closely with tracking and experimentation to close the loop between media, site behavior, and revenue.
Specialist Bench
Analytics Engineers, Data Engineers & BI Developers
A flexible bench of specialists who plug in when your stack needs more hands on keyboards—without you managing a small agency inside your org.
- GTM/sGTM implementers for complex, multi-platform tracking.
- Data engineers for SQL, warehouse modeling, and ETL/ELT pipelines.
- BI developers for stakeholder-ready dashboards in Looker Studio and Power BI.
Extended Network
CRO, UX, and Media Partners
Trusted partners we bring in when your analytics needs to connect directly into CRO, UX redesigns, or media execution.
- CRO specialists to turn insights into experiments and higher-converting journeys.
- UX/product collaborators to reshape flows when analytics reveals structural issues.
- Paid media partners who can act on cleaner signals from GA4, CAPI, and server-side setups.
Our Methodology
The Track · Analyze · Optimize framework.
Our work follows the same logic every time: fix the measurement foundation first, build analysis on top of it, then help the business act with more confidence.
Track
Engineer the measurement foundation.
We design and implement measurement across analytics platforms, tagging systems, server-side infrastructure, and core business events so the inputs are reliable.
Learn more →Analyze
Build a truth layer the business can use.
We reconcile platform differences, structure reporting around the real funnel, and help teams understand performance without constant debate.
Learn more →Optimize
Help the organization act with confidence.
Once the numbers are trustworthy, teams can reallocate budget, prioritize improvements, and run smarter experiments with less internal friction.
Learn more →Next Step
If your teams are still debating the numbers, the work probably needs to start underneath the dashboard.
We help organizations identify where trust breaks in the measurement layer, what it is costing the business, and what architecture is required to fix it properly.