What Measurelab does

Measurelab is an independent UK-based analytics consultancy founded in 2013 in Lewes, East Sussex, employing between 11 and 50 staff. The firm operates across four solution areas: Tracking Solutions (Google Analytics 4 implementation, server-side Google Tag Manager migrations via the proprietary UPDATE framework, Consent Mode v2, and measurement planning); Intelligence Platforms (BigQuery data warehouses with Dataform transformations and governed semantic layers); Data Products (Looker Studio dashboards, conversational AI agents, BigQuery ML predictive models, and reverse-ETL activations); and Managed Services (SLA-backed support). Underlying infrastructure is built primarily on Google Cloud Platform, including BigQuery, Vertex AI, Cloud Run, Cloud Functions, and Looker Studio, with supporting BI tools (Tableau, Evidence, Rill) and server-side tagging via Stape.

The firm's commercial model is professional services-led: discovery-call initiated enterprise engagements, bespoke project or retainer scoping, and CPD-certified training. Pricing is not publicly disclosed. Distribution runs through direct sales, thought-leadership content (The Measure Pod podcast with 143+ episodes, Measured Opinions blog, The Measure Channel video), speaking presence at MeasureCamp, BrightonSEO/MeasureFest, and Superweek, and ecosystem participation via Swarm, an AI governance community Measurelab co-founded. Recognised as a Select Google Cloud Partner with highest possible data analytics competency and a Google Marketing Platform Certified Partner, the firm received the Marketing Analytics Services Specialisation in September 2025 and was included on the IPA Beacon List 2025.

SEAM (Semantic Engine for Agent Mediation) is Measurelab's flagship proprietary product, a governed AI semantic layer that sits between AI agents and data sources, using YAML-based metric definitions and Model Context Protocol tool-call proxying to deliver consistent, auditable answers without requiring replatforming. The firm is founder/management-owned (Managing Director Steven Elliott; Technology and Operations Director Mark Rochefort), with no disclosed institutional capital, no subsidiaries, and no M&A activity on record. Customer logos span Google, Salesforce, S&P Global, AJ Bell, Monzo, EDF Energy, Springer Nature, Pret A Manger, BDO, Charles Stanley, BFI, the University of Exeter, and University of the Arts London, across more than 15 verticals.

Name

Measurelab

Legal name

Measurelab Ltd.

Website

https://measurelab.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Analytics Consulting Services

NAICS

Custom Computer Programming Services (541511), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Attribution, Measurement, Analytics & Incrementality (BPAMALAF)

akta.pro secondary industries

Semantic Layer, Metrics Store & Headless BI (HDAEAMAE), Model Monitoring, Accountability & Incident Management (HDAAAMAF)

Keywords

• Analytics consulting services
• Data platform engineering
• Server-side GTM
• Google Cloud analytics
• AI agent governance

Headquarters

HQ city

Lewes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Analytics Consulting & Implementation Services: Professional services engagements covering analytics implementation (GA4), server-side GTM, consent management, measurement planning, and data platform engineering. Engagements are likely project-based or retainer-based given the enterprise sales cycle.
2. Intelligence Platform Engineering: Building BigQuery data warehouses with Dataform transformations, semantic layers, and governed metric definitions. Custom data platform builds for individual client business requirements.
3. Managed Services: Ongoing SLA-backed monitoring, maintenance, and evolution of analytics infrastructure with named teams. Recurring revenue stream from existing client base.
4. Training: CPD-certified courses in GA4, GTM, and Looker Studio offered as public or in-house training sessions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Measurelab is an independent analytics and data engineering consultancy that helps organisations build trusted data foundations on Google Cloud Platform. It sells four core solution areas — Tracking Solutions (GA4 implementation, server-side GTM, consent management), Intelligence Platforms (BigQuery data warehouses with Dataform transformations and semantic layers), Data Products (Looker Studio dashboards, conversational AI agents, BigQuery ML predictive models), and Managed Services (SLA-backed monitoring and maintenance). Its flagship proprietary product is SEAM (Semantic Engine for Agent Mediation), a governed AI layer that ensures consistent and auditable answers from AI agents querying client data.

Product overview

Measurelab is a Google Cloud Partner offering a platform of analytics consulting and data engineering services organized around four core solution areas: Tracking Solutions (GA4 implementation, server-side GTM with the proprietary UPDATE framework, Consent Mode v2), Intelligence Platforms (BigQuery data warehouses with Dataform transformations and semantic layers), Data Products (Looker Studio dashboards, conversational AI agents, predictive models via BigQuery ML), and Managed Services (SLA-backed support). The portfolio is anchored by SEAM (Semantic Engine for Agent Mediation), a proprietary governed AI platform that sits between AI agents and data sources, enabling consistent, auditable answers through YAML-based definitions and MCP protocol. All offerings are built on Google Cloud Platform infrastructure, primarily BigQuery and Dataform, with a focus on first-party data governance and semantic layer design.

Differentiator

Problem solved

Functional benefit

Brands

• SEAM: Semantic Engine for Agent Mediation - a governed AI platform that sits between AI agents and data sources, ensuring consistent, auditable answers through YAML-based definitions and complete audit trails
• The Measure Pod
• Measured Opinions
• The Measure Channel

Products and services

• SEAM (Semantic Engine for Agent Mediation) Governed AI platform that sits between AI agents and data sources, ensuring every answer is consistent, auditable and governed via YAML-based definitions and MCP-based tool call proxying. Designed for organisations deploying AI agents on enterprise data without moving data or surrendering metric definitions.
• Tracking Solutions

Quantifiable outcome

• Server-side GTM recovered 70% of previously lost session data (Unily)
• +5 more outcomes

Named customers25 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability9 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Google CloudcoreTechnology or IntegrationMeasurelab is a Select Google Cloud Partner recognised as having the highest possible data analytics competency. They hold the Marketing Analytics Services Specialisation within Google Cloud Partner Advantage. Their core technology stack is built on Google Cloud Platform including BigQuery, Dataform, Vertex AI, Cloud Run, and Cloud Functions.
• Google Marketing PlatformcoreTechnology or IntegrationMeasurelab is a certified Google Marketing Platform partner, enabling them to implement and optimise GA4, Google Tag Manager, and related GMP tools for clients.
• SwarmminorStrategic or Co-development PartnerSwarm is a community of practitioners focused on AI governance. Measurelab co-founded and actively participates in this community, contributing shared learning and events.
• Looker StudiocoreTechnology or IntegrationLooker Studio is a core part of Measurelab's technology stack for building dashboards and data products for clients.
• TableaucoreTechnology or IntegrationTableau is used alongside Looker Studio and Evidence for dashboard development as part of Measurelab's data products solution area.
• Prospect Global Ltd (Sopro)minorGTM or Marketing PartnerSopro is an appointed data processor for Measurelab, conducting marketing activity on Measurelab's behalf. Reg: ZA346877.
• BrightonSEO / MeasureFestminorGTM or Marketing PartnerMeasurelab actively participates in BrightonSEO and its analytics fringe event MeasureFest, with team members regularly speaking and running workshops.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Jellyfish: Global digital marketing agency with strong Google Marketing Platform partnership and analytics implementation capabilities. Direct competitor in GA4, GTM, and BigQuery-led marketing analytics consulting for enterprise brands.
• Brainlabs: Digital media and analytics agency with deep Google ecosystem expertise, offering programmatic, paid media, and analytics services to enterprise clients — closely overlapping Measurelab's measurement and data platform work.
• Croud: UK-based digital marketing agency and Google Marketing Platform partner providing analytics, SEO, paid media, and data services to enterprise clients — a directly comparable boutique-scale peer.
• Bounteous: Digital analytics and experience consultancy with deep Adobe and Google partnerships offering analytics implementation, data platform engineering, and MarTech advisory — direct competitor in enterprise marketing analytics.
• Analytics8: Independent analytics consultancy specialising in data strategy, BI implementation, and analytics platform builds — closely comparable services and customer profile to Measurelab's Intelligence Platforms offering.

Broad incumbents

• Merkle: Large performance marketing and analytics incumbent within dentsu, with deep Google partnership and full-service marketing analytics, data, and CX capabilities. Competes for the same enterprise RFPs but at materially greater scale.
• iProspect: Global digital performance agency within dentsu offering end-to-end analytics, media, and transformation services. Overlaps with Measurelab on GA4, attribution, and measurement strategy for enterprise clients.
• Dept Agency: Global digital agency offering data, analytics, engineering, and marketing services at much greater scale than Measurelab. Competes on similar enterprise digital transformation mandates.

Others

• Dataform (acquired by Google): SQL-based data transformation toolkit that Measurelab integrates with for BigQuery workflows. Now part of Google Cloud, making it both a core technology dependency and a potential competitive vector for native dataform-style tooling.
• dbt Labs: Provider of dbt (data build tool), the leading analytics engineering transformation framework. Competes with Dataform in the semantic/transformation layer space that Measurelab's Intelligence Platforms service is built around.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/measurelab
• Xx.com/measurelab

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Measurelab