Viktor Kvant.
Senior web analyst specialising in Google Tag Manager, server-side GTM, cookie consent, GA4 and BigQuery — and the author of Analysverket.
Viktor Kvant
Viktor Kvant is a marketing analytics professional based in Lund, Sweden, with nearly two decades of experience in digital analytics and marketing technology. His day-to-day work centres on building and maintaining enterprise-scale analytics infrastructures — from Google Tag Manager implementations and server-side tagging architectures to GA360 deployments across global organisations.
Viktor's core expertise lies in the Google marketing and measurement stack: Google Tag Manager (both web and server-side), GA4 and GA360, BigQuery, and the privacy engineering required to run compliant measurement across European markets — cookie consent, consent management platforms and Consent Mode v2.
He's an active member of the analytics community and a regular at MeasureCamp — the unconference format for analytics professionals
Analysverket is Viktor's side project, born from the conviction that the web analytics profession deserves better resources. Too much analytics content is written for beginners or generated without practitioner review. Analysverket is written from the perspective of someone who has deployed these tools in production, measured their real-world impact, and navigated the trade-offs that vendor marketing materials never mention.
The editorial philosophy is straightforward: every tool review reflects actual production experience. Every tip is tested against real data. Every opinion is backed by measurement. If a platform claims privacy compliance, we verify the technical implementation. If a tool promises performance improvements, we benchmark before and after.
Core Expertise & Technical Focus
Web Analytics & Tagging Architecture
Enterprise-scale deployments of Google Analytics 4 (GA4) and Google Tag Manager (GTM). Specialising in server-side tagging (sGTM) on Google Cloud Run to bypass browser tracking limitations (ITP) and establish data ownership.
BigQuery & Analytics Engineering
Building pipeline foundations inside the Google Cloud Platform (GCP) and Google BigQuery. Flattening nested event parameters and automating clean, tested data transformation models using dbt (Data Build Tool).
Statistical Methods & Experimentation
Applying advanced analytics methods to user behaviour data: Bayesian A/B testing to quantify decision risk, Kaplan-Meier & Cox survival analysis in R for retention modelling, and causal inference models.
Privacy Engineering & Compliance
Engineering legally compliant measurement systems under GDPR and the ePrivacy Directive. Auditing Consent Mode v2 setups, building cookieless aggregation frameworks, and conducting data Transfer Impact Assessments (TIAs).
Projects by Viktor Kvant
TagConsole — AI workspace for Google Tag Manager
A management console and AI co-pilot for Google Tag Manager, built for agencies. It audits containers for orphaned tags, broken variable references and naming violations, builds complete tracking setups from playbooks (GA4 ecommerce, Google Ads, Meta, TikTok and LinkedIn), checks Consent Mode v2, runs batch operations across every container in an account and guides server-side GTM setups. Every change is proposed for approval first and backed by a Git audit trail. Hosted in Google Cloud's EU region.
MeaConsole — GA4 admin console
A workspace for Google Analytics 4 property administration built on the GA4 Admin API: configuration audits per property, custom dimensions and metrics, web and app data streams with Measurement Protocol secret rotation, audiences and key events, and automated checks of data retention, Google Signals and consent-related settings. An AI assistant can read and edit the configuration — only with explicit approval.
RelConsole — AI-assisted Dataform console
A console for building and running Dataform pipelines in BigQuery. A wizard scaffolds the GA4 BigQuery export into unnested staging views, session and user marts and a Looker Studio mart with built-in quality assertions — or starts from any BigQuery table. It adds a lineage graph, audits against BigQuery performance and naming standards with one-click fixes, dry-runs the whole pipeline before deployment, manages release and workflow schedules, and generates audit-ready data governance documentation.
Vitki Runor — open runestone research platform
An open-source (GPL-3.0) platform for analysing runestones: quantitative 3D groove analysis of scans, the full Samnordisk runtextdatabas, orthographic stylometry, statistics in R and evidence-weighted carver attribution. It applies the same principles as Analysverket — measured data, cross-validated methods and full provenance — to inscriptions carved a thousand years ago.