About Analytics Mates
We make marketing measurement reliable.
Analytics Mates helps businesses find, fix, and prevent the tracking problems that quietly break marketing performance. We combine hands-on analytics expertise with The Helm — our measurement operations platform — to monitor signal integrity across GA4, GTM, paid media, and the systems marketing teams depend on to make decisions.
Why we exist
Marketing teams are making bigger decisions on weaker signals.
Modern marketing depends on conversion signals, attribution data, campaign learning, CRM events, and platform integrations. But the infrastructure underneath those decisions breaks constantly.
A form changes. A thank-you page gets rebuilt. A GA4 event fires twice. A paid media platform optimizes toward the wrong conversion. A campaign looks like it's working — until someone realizes the data was never trustworthy.
Analytics Mates exists to solve that problem. Our mission: make marketing data reliable so every strategy can perform as intended.
What breaks
- Conversion tracking
- Attribution paths
- GA4 event firing
- Paid media signals
- CRM handoffs
- Reporting definitions
What that costs you
- Bad budget decisions
- Inflated conversion counts
- Algorithms optimizing wrong
- Misleading reports
- Lost team confidence
- Compounding invisible losses
The Helm
The product we wished every marketing team already had.
After years of helping companies migrate, repair, and manage analytics systems, we kept seeing the same pattern: measurement breaks silently, and no one owns the operational layer that catches it. So we built The Helm — a measurement operations engine that monitors signal integrity, detects drift, prepares fixes, verifies outcomes, and builds a durable memory of what happened across each property.
We inspect the full signal path and find where conversion tracking is breaking.
We prepare the fix — a GTM change, GA4 correction, event update, or developer ticket.
After the fix ships, we validate that the signal actually improved.
We document what changed, why it mattered, and what to monitor going forward.
How we work
The principles behind the work.
These shape our services, our product, and how we communicate with clients.
Clarity creates confidence.
Marketing teams don't need more noise. They need clear evidence, clean priorities, and direct recommendations — not a second opinion that hedges everything.
Good judgment beats more data.
More dashboards don't solve broken measurement. We focus on the data that actually changes decisions. Everything else is distraction.
Never guess when you can measure.
Our recommendations are grounded in observed evidence. If the data isn't there yet, we say so — and we build the instrumentation to get it.
Fixes need proof.
Finding a problem is half the job. We care whether the fix worked. Verification is not optional — it's what separates real repair from patch theater.
Expert systems beat generic AI wrappers.
AI is useful when it's connected to real data, bounded workflows, and human judgment. We use AI to increase leverage, not to replace the expertise that makes it useful.
Founder
Built from 15 years of doing the actual work.
Gary founded Analytics Mates in 2022, growing it out of Zen Anchor Digital — a Google Partnered agency with over 15 years of supporting companies including Avis Budget Group, Costco Auto, Gallagher Insurance, Penn State Health, Springer Publishing, and Lancaster Orthopedic Group.
Analytics Mates grew out of a specific problem Gary kept encountering during the GA4 migration: companies were being asked to make more sophisticated marketing decisions while their measurement infrastructure was becoming less reliable. Tracking tags disappeared. Attribution shifted. Ad platforms optimized toward the wrong conversions. And no one owned the operational layer responsible for catching it.
That insight became the foundation for The Helm — a measurement operations platform built to detect, fix, verify, and remember the issues that affect marketing signal integrity. Analytics Mates uses The Helm to bring more structure, speed, and accountability to the client work it already does — and to make that same operational rigor available at scale.
Gary is currently completing his Executive MBA at Northwestern University's Kellogg School of Management, focused on AI, product strategy, and entrepreneurship. His background is deliberately interdisciplinary: analytics, paid media, SEO, product, AI, and client service. That mix shapes the Analytics Mates point of view: measurement is not just a technical discipline. It is an operating discipline.
Outside of work: sailor, beer league hockey player, Second City improv performer, husband, and father. Based in Chicago.
The team
Built by operators, analysts, strategists, and builders.
Analytics Mates is not just a software company and not just an agency. We're a working team of analytics specialists, strategists, project leads, and technical operators who solve measurement problems every day.
Gary Spagnoli
Founder & CEO
Gary founded Analytics Mates in 2022, growing it from Zen Anchor Digital — a Google Partnered agency with 15+ years of client work. He built The Helm after watching the GA4 migration reveal how silently measurement infrastructure breaks. Currently completing his Executive MBA at Northwestern's Kellogg School of Management.
Laura Dietl Giordano
Customer Success Manager
Laura brings deep experience in project management, operations, marketing, and business development to Zen Anchor. She keeps client engagements moving with clarity and precision.
Mark Anthony Tamayao
Digital Analytics Specialist
A former web developer and Xoogler, Mark discovered his passion for Analytics in 2010. He has since worked with renowned companies, deepening his expertise in Google Analytics and measurement systems.
Kenneth Bandong
Analytics Manager
Ken has extensive expertise in GA4, Google Tag Manager, and Looker Studio. He's dedicated to deriving meaningful, actionable insights from complex data environments.
Vinith John
Lead Designer
With 17+ years as a graphic, editorial, and presentation designer, Vinith creates visual communications that are both precise and client-facing.
Kyle Williams
Email Marketing Lead
Kyle has managed email marketing for B2C and B2B brands for 6+ years, specializing in strategy, design, and account management.
Experience
Across industries, enterprise teams, and growth companies.
Our team has supported analytics and marketing operations across automotive, insurance, healthcare, legal, publishing, energy, home services, ecommerce, and B2B. We're most useful when teams need someone who can move between strategy and implementation — understand the business question, diagnose the measurement layer, fix the technical issue, and explain the result clearly.
Names represent direct client work and consulting engagements across the Analytics Mates team's combined history.
Automotive
- Costco Auto
- Avis Budget Group
Insurance & Financial
- Gallagher
- The Provant Group
Healthcare
- Lancaster Orthopedic Group
- Penn State Health
- Advanced Dental Arts NYC
- Curve Dental
- All Healthcare Careers
Legal
- FHVG Legal
- Andrew Pickett Law
- Wilshire Law
- Allen Law
- Go Kenny
Publishing & Media
- Springer Publishing
Home Services
- U.S. Waterproofing
- Arrow Sewer & Plumbing
- National Floors Direct
- Badger Brothers Moving
B2B / Technology
- Airtable
- PharmaForceIQ
Get started
Want to know if your marketing data can be trusted?
Analytics Mates can audit your measurement setup, repair broken tracking, and build a more reliable operating system for marketing decisions — for your own property or across your agency's client portfolio.