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.

Expertise

Google Analytics 4Google Tag ManagerServer-side taggingAdobe LaunchAdobe AnalyticsMarketing attributionDigital analytics strategyBigQueryPython for analyticsTableauMarketing measurement frameworksGA4AttributionMeasurement architectureExperimentationFunnel analysisRevenue reconciliationMarketing analyticsData storytelling

Nishan leads Analytico’s measurement architecture, analytics strategy, and client advisory work across Track, Analyze, and Optimize engagements. His work spans GA4, Google Tag Manager, server-side tagging, BigQuery, attribution design, experimentation strategy, and executive-facing analytics interpretation.

He works at the intersection of growth, product, and engineering—helping teams move from fragile tracking and reporting confusion to a version of reality leadership can actually trust. That includes designing event schemas, diagnosing attribution problems, guiding implementation quality, and translating analytics into decisions around spend, funnel improvement, and experimentation.

Nishan is equally comfortable in technical implementation reviews, measurement strategy sessions, and leadership conversations where the real question is not “what does GA4 say?” but “what should we do next based on the signal we trust?”