About Us

About Convert & Measure

Founded in 2013, Convert & Measure Ltd is a UK-based consultancy specialising in digital analytics, performance measurement and business insight. We help organisations understand how their digital services and business systems are performing by making better use of the data they already collect. From websites and mobile applications to APIs, backend platforms and operational systems, we ensure that the right information is available to support informed decision-making. Our work is centred on helping organisations measure performance accurately, improve the quality of their data and present information in a way that is clear, relevant and useful. Rather than simply producing reports, we help clients understand what the data is telling them and where improvements can deliver the greatest value. Whether the challenge is improving an existing analytics implementation, reviewing reporting or establishing meaningful performance measures, we provide practical advice backed by experience.

What We Do

Good decisions start with good information. We help organisations build measurement and reporting practices that provide a clear understanding of digital performance, customer behaviour and operational efficiency. Every engagement is tailored to the organisation’s objectives. Some clients need confidence in their existing analytics, while others require support implementing new measurement frameworks or improving reporting across multiple systems. Whatever the requirement, our aim is to deliver practical solutions that help teams make better decisions.

Our services include:

Digital performance analytics
KPI development and measurement frameworks
Frontend, backend and API data requirements
Tracking, tagging and audit event reviews
Dashboard design and reporting improvements
User journey and conversion analysis
Data quality assessments and implementation assurance
Stakeholder workshops and delivery-ready recommendations

Clarity

Complex data should be easy to understand. We present information in a way that helps people make decisions without unnecessary complexity.

Trust

Reliable reporting starts with reliable data. We help improve tracking, strengthen data quality and establish consistent measurement practices that teams can depend on.

Action

Insight is only valuable when it leads to improvement. We provide practical recommendations that can be prioritised, implemented and measured over time.

Impact

Our goal is simple: to help organisations use data more effectively so they can improve digital services, support better decision-making and achieve stronger business outcomes.

Avdesh Verma

Founder & Director, Convert & Measure Ltd

Avdesh Verma established Convert & Measure Ltd with a simple objective: to help organisations gain greater value from their data and use it to make informed business decisions. With more than 15 years of experience in digital analytics, business analysis and performance measurement, he has worked with organisations to improve how they measure digital services, monitor performance and use reporting to support decision-making. His experience covers the full analytics lifecycle, from defining measurement strategies and KPIs to improving data collection, validating tracking implementations and developing reporting that gives stakeholders a clear view of performance. He has worked closely with business leaders, product owners, analysts and technical teams to ensure that data is collected accurately, reported consistently and used effectively. Rather than focusing solely on technology, Avdesh takes a practical approach that combines business objectives with technical delivery. His ability to translate business requirements into measurable outcomes has helped organisations improve reporting, strengthen data quality and identify opportunities for continuous improvement.

At Convert & Measure, he continues to work closely with clients, providing practical guidance, independent advice and hands-on support throughout the delivery of analytics and measurement projects.

Our Network

While Convert & Measure is led by Avdesh Verma, every project is supported by a trusted network of experienced professionals when additional expertise is required. Depending on the needs of each engagement, we work alongside specialists in digital analytics, business intelligence, software engineering, data engineering, user experience, cloud technologies and project delivery. This flexible approach enables us to assemble the right mix of skills without the overhead of a large consultancy. By working with a carefully selected network of associates and subject matter experts, we can scale our support when needed while maintaining the personal service, responsiveness and attention to detail that our clients value.
Our priority is always the same: bringing together the right people to deliver practical solutions and successful outcomes for every project.

Why Choose Us?

Why Choose Convert & Measure?

Choosing the right analytics partner is about more than technical expertise. You need someone who understands your business, asks the right questions and helps you make sense of the data behind your services. At Convert & Measure, we combine practical experience with a collaborative approach to help organisations build confidence in their reporting and make informed decisions based on reliable evidence.

Experience Across Complex Digital Environments

We work with data from websites, mobile applications, APIs, backend systems, business platforms and operational services. This broader perspective allows us to understand how information flows across an organisation rather than focusing on a single analytics tool or platform.

Connecting Business and Technology

Successful analytics requires more than accurate data. It depends on people working towards the same goals. We work closely with business stakeholders, product managers, developers, analysts and delivery teams to ensure that measurement supports both business objectives and technical implementation.

Reliable Data You Can Trust

The value of any report depends on the quality of the data behind it. We help organisations identify gaps in data collection, improve tracking, strengthen reporting standards and increase confidence in the information used to support business decisions.

Practical Support From Strategy to Delivery

Our involvement doesn't end with recommendations. Whether we're helping define requirements, reviewing analytics implementations or supporting delivery teams, our focus is on providing practical guidance that leads to measurable improvements.

Reporting That Supports Better Decisions

Good reporting should make it easier to understand performance, identify trends and highlight where attention is needed. We create dashboards, KPI reports and management insight that provide decision-makers with clear, relevant information they can use to monitor progress, assess performance and plan future improvements.