About Analytico

We build analytics foundations so you can make confident moves, not educated guesses.

Analytico is a boutique analytics and tracking team working at the intersection of growth, product, and engineering. We exist for teams who treat measurement as critical infrastructure—not a “nice-to-have” report at the end of the month.

Deep expertise in GA4, GTM, server-side tagging, and modern data stacks.
Built for marketing, product, and leadership teams who actually use the data.
Engagements driven by outcomes: cleaner tracking, clearer insights, smarter bets.

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Offices in Toronto, Calgary, and Charlotte. Clients across North America and beyond.

Analytics-first

We don't “also do” analytics. It's the core of the business.

Engineering-backed

Engineers and analysts work together on every engagement.

Outcome-obsessed

Everything maps back to decisions, not vanity dashboards.

Analytico in Numbers

Small on purpose. Big on impact.

We aren't trying to be a 200-person agency. We're building a sharp, senior-heavy team that plugs into organizations where analytics actually changes strategy, spend, and product direction.

Platforms

10+

GA4, GTM, sGTM, Shopify, Stripe, HubSpot, BigQuery, Looker Studio, Power BI and more.

Verticals

E-commerce / DTC, SaaS, Healthtech, Media, Hospitality and Fintech are where we go deep.

Implementations

100+

Audits, rebuilds, and greenfield setups across web, app, and multi-domain stacks.

Focus

Measurement that drives decisions. Everything else is optional.

Our Story

Analytico was born out of frustration with “good enough” analytics.

Too many teams were making big decisions on top of fragile tracking, misaligned conversions, and "close enough" reporting. Agencies would implement GA or GTM as a line item, then vanish. Engineers were too busy. Marketers were left guessing.

Analytico was started to solve that. Not by throwing more dashboards at the problem, but by treating measurement like a product: scoped, owned, versioned, and maintained.

Today, we help teams across e-commerce, SaaS, health, and finance rebuild their analytics foundations, model reality more accurately, and invest where the data actually supports it.

What we believe

Bad data is more dangerous than no data.
Analytics has to be understood by humans, not just tools.
Measurement is a team sport: growth, product, and engineering.

How we show up

We'll call out weak assumptions and fragile setups.
We pair technical depth with business context, every time.
We leave you with documentation, not just a "fixed" container.

Where we work

We're based in Toronto, Calgary, and Charlotte and work with teams across Canada, the US, and select global markets.

Team & Leadership

Senior-led, execution-focused, zero fluff.

The people you speak with in the first call are the ones who architect your GA4 setup, review your experiments, and sit with leadership to walk through what the numbers actually mean. No disappearing seniors, no mystery handoffs.

Founder & Lead

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 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.

Connect with Nishan on LinkedIn

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.

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.

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.

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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.

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Our Methodology

The Track · Analyze · Optimize framework.

Every engagement, no matter how small, is designed to respect this lifecycle. You shouldn't optimize what you can't track properly, and you shouldn't analyze data nobody trusts.

Track

Engineer the data foundation.

We design and implement measurement across GA4, GTM, sGTM, and your core platforms so events, revenue, and conversions actually line up.

Learn more →

Analyze

Turn data into decisive insight.

We build models, views, and reporting layers that reflect your real funnel, customer journeys, and profitability.

Learn more →

Optimize

Invest where it truly moves the needle.

We support experimentation and optimization programs so your roadmap and budgets follow the signal, not the loudest voice.

Learn more →

We build analytics foundations so you can make confident moves, not educated guesses.

Small on purpose. Big on impact.

Analytico was born out of frustration with “good enough” analytics.

Senior-led, execution-focused, zero fluff.

Nishan Singh

Lohit Sharma

Valentina Borisovna

Harshita Maheshwari

Analytics Engineers, Data Engineers & BI Developers

CRO, UX, and Media Partners

The Track · Analyze · Optimize framework.

Engineer the data foundation.

Turn data into decisive insight.

Invest where it truly moves the needle.

If you’re serious about fixing measurement, let’s talk.