Freelancer profile translated to English.
Back to original languageAbout Laurent
Server-Side, conversion API, CMP & RGPD, enhanced conversion, custom events, a lot of complicated words that I simplify for business.
I help companies improve their marketing performance by securing, validating, and structuring reliable e-commerce and analytics data.
When the numbers no longer match between GA4, Ads platforms, and dashboards,
I step in to restore actionable measurement and consistent attribution.
Types of projects and deliverables I handle:
• Comprehensive tracking and data quality audits (web, e-commerce, Ads)
• Redesign or implementation of client & server-side tracking architectures
• Structuring of tag management plans and actionable e-commerce event models
• Improving conversion attribution reliability (Google Ads, Meta CAPI, TikTok, LinkedIn…)
• Integration of RGPD consent without degrading signal quality
• Implementation of dashboards based on verified and actionable data
I intervene where measurement becomes fragile: complex stacks, cohabitation of client-side / server-side, poorly managed consent impacts, unreliable attribution rules.
I work at the interface of technical, marketing, product, and data teams
to ensure that indicators reflect business reality.
I have led these missions in complex and international environments,
particularly at Clarins, Expedia Group, TheFork, SFR, and American Express GBT,
with strong challenges in performance, compliance, and scalability.
25 years of IT experience, including over 10 years in tracking, analytics, and marketing data.
Full-stack approach, business-use oriented:
→ clean and verified data
→ clear attribution
→ faster and more reliable marketing decisions
Stack:
Ads (Google Ads, Meta Ads, LinkedIn Ads) | Analytics (Commanders Act, Adobe Analytics, GA4, GTM client & server-side – Addingwell & Stape) | Dataviz (Looker Studio, Power BI, Python/Jupyter) | CMP (Didomi, Tarte au Citron)
French
Native or bilingual
English
Fluent
Hindi
Native or bilingual
Can work on-site
Paris (up to 50km)
Experience
- Clarins GroupAds & Tracking & Analytics & Dataviz ExpertFASHION AND COSMETICSJanuary 2026 - Today (5 months)Paris, FranceTechnical Implementation & Tag ManagementIntervention on all tagging issues within a multi-site, multilingual, and multi-team environment, with a strong focus on data reliability and scalability:
- Deployment and maintenance of marketing tags via a Tag Management System
- Implementation of client-side and server-side tracking solutions
- Advanced design and configuration of custom triggers, rules, and variables
- Automation of certain technical tasks using scripts to optimize operational efficiency and deployment quality
Tracking Strategy & Tagging PlansLeading the data collection strategy with a structured, documented, and business-needs-oriented approach:- Writing and maintaining tagging plans for the group's various websites and applications (Web & App)
- Close coordination with product, data, and technical teams to align business objectives with tracking implementations
- Monitoring of production releases, post-deployment checks, and validation of collected data quality
CMP Management & Regulatory ComplianceComplete management of user consent in an international context:- Initial setup of cookie banners and consent rules
- Management of the migration to a new CMP, with both strategic and technical support
- Adaptation and maintenance of consent rules according to local regulatory constraints (GDPR, CPRA, etc.)
App Tracking & Mobile AnalyticsSupporting teams on tracking new mobile application features:- Implementation and monitoring of event tracking via the mobile analytics solution
- Ensuring data consistency between Web and App environments
- Cigale AventuresAds & Tracking & Analytics & Dataviz ExpertTRAVEL AND TOURISMNovember 2025 - December 2025 (1 month)Paris, FranceMission – Audit & Reliability of Digital TrackingIntervention across the entire measurement chain to ensure the reliability of analytics and advertising data, within a Joomla CMS and Google Ads campaign context.Audit of Tools & Existing Setup‣ Audit of Google Ads (conversions, signal consistency, data usability)‣ Audit of Google Analytics (event structure, data quality, actual usage)‣ Technical audit of the Joomla site (tracking impact points, CMS constraints)Compliance & Consent Management‣ Implementation of a GDPR-compliant CMP‣ Definition and testing of consent rules‣ Verification of consent's impact on data collectionTracking & Google Tag Manager‣ Complete reorganization of the Google Tag Manager container‣ Addition and integration of the CMP into the triggering logic‣ Prioritization and securing of triggers based on user consent‣ Implementation of custom events to better cover the user journeyTesting & Quality Control‣ Functional testing of the CMP and consent scenarios‣ Data capture audit (before / after consent)‣ Validation of consistency between Analytics and Google AdsObjective:To have a reliable, compliant, and usable tracking system, allowing for better management of Google Ads campaigns and a clear understanding of business performance.
- FASilyticsFreelance - Ads, Tracking, Analytics & DatavizCONSULTING AND AUDITSSeptember 2025 - Today (9 months)Paris, FranceMissions & Interventions‣Audit, redesign, and optimization of Analytics ecosystems (GA4)Complete analysis of GA4, Google Tag Manager, and CMP implementations:– quality and consistency of collected data– GDPR compliance and consent management– reliability of events, parameters, and funnelsObjective: usable, stable data aligned with business objectives.‣Audit and optimization of advertising platforms (Google Ads & Meta Ads)In-depth review of advertising accounts and their connection to tracking:– verification of conversions and their reliability– consistency between analytics signals and Ads platforms– identification of data loss and optimization leversObjective: improve attribution, management, and campaign performance.‣Audit & advanced analysis of tracking architecturesTechnical diagnosis of data collection and flow chains(iClosed, Make, GTM, Meta Ads, Addingwell, server-side):– understanding of client-side and server-side flows– detection of breaks, duplicates, and inconsistencies– target architecture recommendationsObjective: secure data end-to-end and ensure the reliability of marketing & data usage.‣Audit & Meta Ads expertise – Conversion API (CAPI)In-depth analysis of CAPI implementations:– coverage and quality of sent events– matching rate and enrichment of user signals– alignment of pixel / CAPI / server-sideObjective: maximize signal quality, improve matching, and support campaign performance.
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Education
- Master of Molecular BiologyUniversité de Strasbourg2001Formation scientifique : rigueur analytique et méthode expérimentale
- BTS in Computer ScienceCESI Engineering School2004Systèmes d'information et architecture logicielle