The Conversion Republic

What The Conversion Republic does

DataLed, the trading name of The Conversion Republic, is an independent analytics and conversion rate optimization (CRO) consultancy operated as a solo practice by founder Brian O'Sullivan from Ireland. The firm helps SaaS and lead-generation companies identify and fix hidden conversion bottlenecks in their growth funnels, with a stated emphasis on measuring revenue impact through structured experimentation.

Its core service offering is built around four pillars: (1) analytics infrastructure, principally custom Google Analytics 4 (GA4) implementations with advanced event tracking, custom parameters, and tailored dashboards for SaaS and lead-gen funnels; (2) systematic A/B testing programs with prioritized experiment roadmaps; (3) growth strategy consulting delivered through weekly sessions and Slack access; and (4) a free personalized video audit acting as a freemium lead magnet. A specialized HIPAA-compliant analytics service for US healthcare businesses differentiates it within a regulated niche where GA4 cannot sign Business Associate Agreements.

The business model is professional services revenue from project-based engagements and monthly retainers, supplemented by freemium entry-point audits. Demand generation relies on content marketing via a technical GA4/CRO blog, European speaking engagements, and MSc guest lecturing that leverage the founder's nine years at Google and two years as Senior Growth Product Manager at Dropbox. No external funding has been raised; the firm operates as an unincorporated solo consultancy with named testimonial relationships to Canva, Dropbox, Leadfeeder, and other SaaS executives.

Name

The Conversion Republic

Website

https://dataled.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

DataLed is a solo Ireland-based consultancy run by an ex-Google and ex-Dropbox operator that provides custom GA4 analytics implementation, conversion rate optimization, and growth strategy services to SaaS, lead-generation, and US healthcare companies.

Ownership category

akta.pro rank

Product category

Analytics and Growth Consulting

NAICS

Custom Computer Programming Services (541511)

SIC

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

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Analytics consulting
• Conversion rate optimization
• GA4 implementation
• A/B testing services
• Growth strategy consulting

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Analytics Services: GA4 setup and custom implementation services for SaaS and lead-generation companies. Typically project-based engagements with discovery, implementation, validation, documentation and Q&A phases.
2. Conversion Rate Optimization (CRO): A/B testing strategy and optimization services including experiment roadmap development, test setup and monitoring, and implementation support.
3. Strategic Consulting: Ongoing strategic guidance through weekly strategy sessions with Slack access between meetings. Monthly retainer engagement model for companies with existing growth teams seeking strategic direction.
4. Free Audit: Personalized video audit (10-15 minutes) plus written summary of specific issues and prioritized recommendations. Used as a lead generation/entry point to convert prospects into paying consulting clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

DataLed (operated by The Conversion Republic) is an independent analytics and growth consultancy run by Brian O'Sullivan. It delivers custom Google Analytics 4 (GA4) implementations, systematic A/B testing and conversion rate optimization (CRO), HIPAA-compliant analytics for US healthcare businesses, and ongoing growth strategy consulting for SaaS and lead-generation companies.

Product overview

DataLed operates as a freelance analytics and optimization consultancy rather than a traditional SaaS product. The core offering is a consulting service led by Brian O'Sullivan, a former Google and Dropbox analytics professional. Services include GA4 setup agency (custom implementation for SaaS and lead-gen companies), CRO services (A/B testing and experiment roadmaps), strategic consulting (weekly sessions with Slack access for growth guidance), and a free audit service. Additional offerings include HIPAA-compliant analytics for healthcare businesses and educational blog content covering GA4 features and analytics best practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Analytics & Optimization Consulting Service End-to-end analytics infrastructure setup, conversion rate optimization (CRO), and growth strategy consulting for SaaS and lead-generation companies, including GA4 setup, custom dashboards, user research, A/B testing, and strategic growth guidance.
• GA4 Setup Agency Custom Google Analytics 4 implementation service tailored to a client's business model, including custom events, parameters, and reports designed to capture the data needed to understand site performance for SaaS and lead-generation businesses.
• CRO Services Conversion rate optimization services for SaaS and lead-generation businesses, including systematic A/B testing strategy, prioritized experiment roadmaps, complete test setup and monitoring, analysis, and implementation support with the client's development team.
• Strategic Consulting Ongoing growth strategy consulting for companies with existing growth teams, delivered through weekly strategy sessions, ongoing Slack access for tactical questions, growth model design, channel strategy, metric frameworks, and team mentoring.
• Free Audit Service Personalized 10-15 minute video audit plus written summary that identifies specific issues and provides prioritized recommendations based on the prospect's business model, target audience, and current performance.
• HIPAA Analytics Setup HIPAA-compliant web analytics service for US healthcare businesses, including selection of an alternative analytics vendor (since GA4 cannot sign a BAA) and setup of the chosen tool for the client.

Quantifiable outcome

• +79% increase in SaaS free trial signups over 9 months
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CXL (formerly ConversionXL): CXL is a well-established conversion optimization research, training, and consultancy platform. It overlaps with DataLed on CRO and experimentation services but operates at a much larger scale with a broader training and certification business that DataLed does not have.
• Brainlabs: Brainlabs is a large digital marketing agency with paid media, SEO, and analytics practices. It is a broad incumbent that overlaps with DataLed on analytics implementation and growth strategy for enterprise clients.
• Optimizely: Optimizely is an experimentation platform that also offers services and partner agencies for CRO programs. It competes with DataLed both directly (via services) and indirectly (by enabling clients to run experiments in-house).

Direct peers

• Conversion Sciences: Conversion Sciences is a conversion optimization agency offering landing page testing, email testing, and analytics implementation. It is a direct competitor in the CRO services space targeting growth-stage SaaS and e-commerce businesses.
• WiderFunnel: WiderFunnel is a conversion rate optimization agency offering A/B testing, experimentation programs, and growth strategy. It directly competes with DataLed on CRO services and experiment roadmaps for SaaS and enterprise clients.
• Invesp: Invesp is a CRO and conversion optimization agency providing A/B testing, landing page optimization, and analytics consulting. It competes directly with DataLed on SaaS and lead-gen clients seeking systematic experimentation programs.
• Growth Pilots: Growth Pilots is a CRO and conversion optimization agency serving SaaS and e-commerce clients. It competes with DataLed on A/B testing strategy and execution for growth-stage companies.

Emerging players

• Omniconvert: Omniconvert combines an A/B testing and personalization platform with CRO agency services. It is an emerging competitor that bundles tooling with consulting, which could appeal to clients comparing pure-services offerings like DataLed.
• Experiment Engine: Experiment Engine provides A/B testing platform and experimentation services. It overlaps with DataLed on experimentation programs for SaaS clients, particularly those without internal testing infrastructure.

Others

• Digital analytics freelance/consulting marketplace (e.g., Analytics8, Keystone Solutions): Analytics8 is an analytics consulting firm providing GA4, Adobe, and data strategy services. It is comparable as a professional-services peer in the same analytics consulting category, though it operates at a larger team scale than DataLed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Conversion Republic