How Marc helped Knight Frank master GA4

Whether you’re migrating a website, rebuilding your analytics, or integrating tracking with internal systems, we bring clarity, structure, and measurable results.

You’ll work directly with Marc, who recently re-architected Knight Frank's tracking from the ground up, improved user experience through data-driven insights, and aligned GA4 seamlessly with business systems.

The Challenge With Knight Frank

Knight Frank set out on an ambitious 18-month project to completely redesign their UK & UAE websites—modernising the experience, improving usability, and boosting lead generation across their property services.

But with a move from a heavily customised legacy CMS to a modern Optimizely platform, the scale of change exposed some big challenges:

Data continuity at risk – A full rebuild meant the business needed to migrate and standardise tracking without losing historical accuracy.

Overcomplicated dataLayer and tagging framework – poor naming conventions, and inconsistent implementation of dataLayers left a very complicated maintenance of site tagging.

Outdated privacy banner – Non-compliant with GDPR, lacking granular consent controls, and putting the business at regulatory risk.

Poorly optimised lead-gen forms – Long, clunky, and unfriendly on mobile, with abandonment rates exceeding 80%.

Untangling the Complexity

Here is how Marc stepped in, helping Knight Frank create a unified, scalable analytics and user experience strategy to master GA4 —aligning data, compliance, and usability across multiple teams and stakeholders.

Key initiatives included:

Clean, Scalable Analytics Setup

Strategised and developed a dynamic CMS-integrated settings framework with mandatory dropdowns for page type, category, division, and transaction type—ensuring that a page-load dataLayer was automatically created on page creation and consistent metadata was fed through into GA4, from day one.

Universal Form Tracking

Developed, with Optimizely Expert Services, an “all pages – all forms” solution that automatically populated form opens, submissions, and close dataLayer events for any form generated across the website.

Precise Lead Attribution

Integrated a unique conversion ID from Knight Frank’s internal form database, that was fed on form submissions into GA4, from the dataLayer, via Google Tag Manager, and LeadPro, via an API, enabling accurate funnel tracking and CRM attribution.

Form Optimisation for Higher Conversions

Collaborated with designers to simplify fields, improve mobile usability, and reduce friction—boosting completion rates across key forms.

GDPR-Compliant Privacy Strategy

Designed and implemented a modern privacy banner with clear, user-friendly consent options—meeting legal requirements without sacrificing valuable analytics data.

The Results of Marc's Work

Marc’s work delivered both technical and commercial wins:

A modern, integrated analytics infrastructure now supports accurate tracking, segmentation, and reporting—empowering developers with an easy to maintain framework, as well as marketing and product teams to make data-driven decisions.

27.4% overall uplift in form completion rates within the first month post-launch of the UK website.

49.2% conversion rate on the UK critical Market Appraisal form from organic traffic.

67% desktop and 63% mobile consent acceptance rates—above industry benchmarks—thanks to the new privacy banner.

Marc's Expertise