Tagging & data collection
Enterprise-grade tagging frameworks and tag management architectures, including Tealium iQ, that capture clean, consistent data across sites and channels.
Digital strategy & analytics
Measure what matters.
Measure what matters.
Scale with confidence.
I'm Ankush Agarwal, a digital strategist and analytics architect. For 28+ years I've turned complex digital ecosystems into clear, actionable systems that help brands understand their customers and grow with precision.
Tag management
KPI systems
Marketing mix modeling
A/B testing
E-commerce growth
New: The First $10K E-Commerce Roadmap
About
Analytics engineering meets modern marketing strategy
I build enterprise-grade tagging frameworks, KPI systems, marketing mix models and performance marketing engines for e-commerce and high-growth organizations.
My work connects deep technical measurement, from Tealium iQ architectures and cross-channel KPI modeling to MMM-driven attribution and behavioral analytics pipelines, with rigorous experimentation on A/B testing platforms. The goal is always the same: validate insights, optimize customer experiences, and help teams decide with confidence.
I pair that with practical marketing strategy focused on funnels, acquisition and conversion optimization, so measurement leads to growth rather than just reports.
28+years building analytics, measurement and performance marketing systems
E-commerceAccurate tracking, unit economics, paid media and retention for online stores and high-growth organizations, built to grow profit, not just revenue
Strategy + engineeringthe engineering of measurement (tagging frameworks, data layers, KPI models, attribution and analytics pipelines) plus the strategy it informs (funnels, acquisition and conversion optimization), so that insight turns into action
Areas of expertise
What I do
Six connected disciplines that turn raw digital data into decisions and growth.
KPI systems & reporting
Cross-channel KPI modeling and measurement frameworks that define what matters, then deliver it in reporting people actually use, including BI tools such as Power BI.
Marketing mix modeling & attribution
MMM-driven attribution that shows which channels really drive results, so budget goes where it earns the most.
Behavioral analytics pipelines
Pipelines and analyses that reveal how customers behave across journeys, turning clickstream and event data into insight.
Experimentation & optimization
Advanced A/B testing on leading experimentation platforms to validate insights and improve the customer experience with evidence, not opinion.
E-commerce & performance marketing
Funnel, acquisition and conversion strategy for online stores: from unit economics and tracking to paid media, email and retention.
Approach
From data to decisions
A simple loop that keeps measurement honest and growth repeatable.
Instrument
Design the tagging and data foundation so every important action is captured accurately.
Measure
Define KPIs, benchmarks and attribution so the whole team shares one version of the truth.
Experiment
Test hypotheses with controlled experiments and learn what actually moves the numbers.
Scale
Put budget and effort behind what works, and keep checking it against blended results.
The book
Get the book →
The First $10K E-Commerce Roadmap
A Practical Guide for Founders
A numbers-first, 90-day playbook for taking a physical-product online store from idea to your first $10,000 in revenue, without guessing. It brings my measurement and growth background to first-time founders.
- Validate demand with a low-cost smoke test before you buy inventory
- Price from your real margins, and know your break-even ROAS
- Set up GA4 and the Meta Conversions API correctly, then launch ads with a clear target
- Build email and SMS flows, and measure honestly with MER and blended CAC
- Run valid A/B tests, plan inventory and seasonality, and know when to expand or outsource
Ebook100+ page guide with charts, checklists and templates (PDF and EPUB)
WorksheetsFillable PDF worksheets for every chapter
CalculatorsA spreadsheet toolkit for unit economics, ads, A/B tests and more
TemplatesEditable ad, email, SMS, supplier and creator templates
Educational content only; not legal, tax or financial advice. No income or results are guaranteed.
Articles
Latest articles
Notes on measurement, experimentation and e-commerce growth.
Break-Even ROAS: The Number Every E-Commerce Store Should Know
Break-even ROAS tells you how many dollars of revenue each ad dollar must return before you start losing money. Here is how to calculate it.
GA4 and Meta Tracking: A Verification Checklist Before You Spend on Ads
Ad platforms cannot optimize on conversions they never see. Use this checklist to verify GA4 and the Meta Conversions API before you scale spend.
A/B Testing With Small Traffic: What You Can and Can’t Learn
Valid A/B tests need more visitors than most new stores have. Here is the math, and what to do instead.
Let's connect
Questions about measurement, growth or the book?
The best way to reach me is on LinkedIn. I'm always glad to compare notes on analytics, experimentation and e-commerce.