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Take Action On Your Data, don't just look at it

Stop us if any of this sounds familiar

Overwhelmed by the complexity of data analysis tools like GA4, GTM, Big Query, and Looker Studio, and you don't know where to start...

You're using data analysis in your work, but it's not delivering the insights you need to take action

Struggling to stay on top of the seemingly endless list of analysis tasks you need to handle.

Spent countless hours trying to make sense of your data, but you're tired of the frustration of wrestling with confusing.

You're an agency owner, consultant or in-house team member but you're not sure how to leverage data to achieve your goals.

Quality advice & support on mastering data analysis tools and turning raw data into actionable insights

What two members think

Jordan Hill
Mendy Zeigler

That's what inspired us to build The Lab

We were fed up with hearing stories about dedicated professionals, just like you, that just “didn’t know what to do”

Insights that help you move the needle at every step.

Strategies that allow you to improve & activate your data.

Lifetime access allows you to sleep easy knowing you have a team behind you.

Thankfully, all of that is behind you...

What is The Lab?

The Lab is the premier training community for data professionals and digital marketers.

It’s a membership about mastering data!

It’s packed with in-depth, practical training and resources on all aspects of planning, implementing, running, and growing successful data strategies.

PLUS the community support you need to ensure your data analysis skills achieve their full potential.

In fact, many in the community feel that the support they receive in the #shameless-ask channel is more than worth the entire investment.

Bring your whole team on board

Team Up for Transformation

Accelerate Collective Growth with Shared Knowledge

Access to Expertise

Leverage our extensive experience in the industry and a proven track record of driving the growth of numerous successful measurement marketing projects across a broad range of markets.

We Walk the Talk

While others teach unproven theory or rely on outdated experience - we're successful data practitioners ourselves, we run a whole agency!

Peer Support

With a growing community of members - all fellow data analysis professionals - The Lab community is there 24/7 to answer all your questions and provide feedback and support.

Look over our Shoulder

Members tell us they learn a lot from watching us 'do our thing' - The Lab is a living 'case study', and we're transparent in showing behind the scenes of our own business.

No Fear-Mongering Allowed

In an industry where fear-mongering is commonplace and tools are often pushed on you on the premise of impending doom, we stand apart. We don't twist facts to sell solutions.

We operate on solid knowledge and understanding of technology, which allows us to stay calm and solve actual problems, not made-up ones.

Our Unwavering Dedication

We live and breathe data analysis and are thrilled to share the knowledge we've amassed and continue to learn alongside you.
Our greatest joy comes from teaching and sharing our enthusiasm for data with The Lab community.

We're here for the long haul, committed to your success and our shared journey in the world of data

The Lab will empower you to

Craft a career that not only fuels your passion for data but also garners the respect and recognition you deserve.

No more worrying about client retention when you're delivering insights they can't get anywhere else.

Master the technicalities of data analysis tools like GA4, GTM, Server Side GTM, Big Query, and Looker Studio.

Eliminate the guesswork and the endless cycle of trial and error. We provide you with a clear, step-by-step roadmap to follow.

Tap into the collective wisdom of a community of data analysis professionals.

Become a master at managing your data projects. Less stress, more efficiency, and a whole lot of time saved.

Meet Your Instructors

The Lab is the premier training community for data analysis professionals and digital marketers.

JJ Reynolds & Stockton

JJ Reynolds

JJ Reynolds, a Hawaii native with a knack for storytelling and a keen understanding of digital analytics, brings his unique perspective and wealth of experience to the table.

With a ‘B.S. in BS’ (read: communication degree) under his belt, he’s managed substantial ad budgets and worked with production companies and ad agencies before choosing to delve deeper into the digital analytics world. 

Frustrated by clients who couldn’t see ‘what is happening,’ he founded Vision Labs to present not

just numbers, but the story behind them.

Stockton Fisher

Stockton Fisher, a near-accountant turned marketing maestro, shares his vast knowledge gained from diverse experiences such as being a product manager at Funnelytics and the marketing director for an eight-figure ecommerce brand. 

Recently stepping into fatherhood, Stockton is well-known for his love of teaching and educating others about tracking and measurement. 

He continues to provide world-class measurement systems to clients while maintaining his passion for teaching.

Both JJ and Stockton bring their love for what they do and their infectious enjoyment to every lesson, making learning not just informative, but fun!

Featured In

Dive into data your way

As a The Lab member you'll get immediate access to

→ Foundations + Strategy + Action Path


In our Foundational Courses, we walk you step-by-step through every click and code adjustment, ensuring you establish a robust foundation for your measurement marketing setup. Our most coveted Foundational Courses are:

Google Tag Manager Foundations

This course provides a comprehensive overview of Google Tag Manager. From creating your first GTM account to exploring the world of tags, triggers, and variables, you'll gain the practical knowledge needed to manage and implement effective data tracking strategies.

GA4 Foundations

Dive into the world of Google Analytics 4 with our in-depth course. You'll learn how to set up your account, collect and customize data, and navigate the GA4 interface. The course also covers how to generate, interpret, and share insightful data reports using GA4's Explore feature

Looker Studio Foundation

Unlock the power of data visualization with our Looker Studio course. Starting with the basics of account setup and chart creation, you'll delve into advanced topics like custom functions and data blending. By the end, you'll be able to transform raw data into clear directions for what you need to do next.

Big Query Foundations

Embark on a journey into the world of Big Query with our comprehensive course. You'll learn how to create your cloud console account, understand Google Cloud Projects, and work with Big Query. The course also covers practical techniques for selecting, filtering, and analyzing data.


Welcome to the art of selling data as a service. We’ll teach you how to converse ‘data’ with your clients, ensuring you’re always speaking their language. Our strategy courses include Value Delivery Strategy and Client Communications.

Value Delivery Strategy Course

In our Value Delivery Strategy course, we redefine traditional concepts of pricing and value, guiding you through the creation of effective value ladders and strategy multipliers. You'll gain insights into our own strategies, learn to identify what you're truly selling, and understand the importance of the tools you use. This course equips you with a comprehensive strategy to deliver exceptional value to your clients, transforming the way you approach your services.

Client Communication Strategy Course

Our Client Communication Strategy course is designed to help you master the art of client interactions. Starting with the rules of engagement, we take you on a journey through the entire communication process, from initial discovery to crisis management. You'll understand the nuances of project versus retainer communication, and learn effective strategies for building long-term relationships with your clients. This course is your guide to effective, impactful client communication.

Action Path

Action Paths are comprehensive step-by-step guides designed to help you achieve specific tasks. These paths seamlessly blend foundational knowledge with strategic insights, providing you with a well-rounded approach to data analytics.

The Foresight System Action Path

This course provides a comprehensive exploration of our signature Foresight System, teaching you how to strategically plan for leads and build offer journeys. You'll gain practical skills in implementing the system in GTM and creating insightful reports.

The Foresight System Backend Action Path

Dive into the backend of the Foresight System with this course. You'll learn how to manage leads and transactions, blend data for analysis, and create visualizations in Looker Studio, equipping you with the knowledge to fully leverage the system.

Conversion Tracking Action Path

Master the art of conversion tracking with this course. You'll learn how to define and map out the customer journey, understand conversion data, and implement tracking in WooCommerce and Thrive Cart for effective data analysis.

Mixed Analytics GA4 Template Action Path

This course guides you through the setup and use of the Mixed Analytics GA4 Template. You'll learn how to effectively manage your sheet, understand its limits, and use the Looker Studio and Foresight Templates for your data analysis needs

Unleash your data potential with key resources and community backing



If you're tired of repeatedly redoing tasks, our Standard Operating Procedures (SOPs) are here to help. We've carefully designed these SOPs as your efficient roadmap, leading you step-by-step through complex processes, ensuring consistency, reducing errors, and saving you time."

Cheatsheets & Templates

Cheatsheets & Templates

We provide all the resources we can to help you implement what you learn and make managing your data analysis tasks as easy as possible. These include: UA Tag Analyzer, GTM Tag Analyzer, GTM Tag Templates and Mix Analytics GA4 Template.

A Thriving Community

A Thriving Community

Our Slack community is the vibrant core of The Lab a, providing answers, feedback, support, inspiration, and networking for data professionals. With JJ and Stockton actively involved, you'll access expert insights. Our community is truly impressive.

Weekly Updates

Weekly Updates

Stay ahead of the curve with our weekly updates. We'll keep you in the loop about the latest happenings in the data world.



From handy tips and tricks to additional tools, we've got a treasure chest of resources to aid you in your data journey.

Better than Data Live

The Lab Live

The Lab Live are monthly live calls. Tune in as we discuss the latest trends, answer pressing questions, and tackle those seemingly unsolvable data conundrums. It's like having a data analysis masterclass at your fingertips, ready whenever you are.

Learn to build amazing things like this

Continuous learning tailored to you

At The Lab, we believe in the power of continuous learning and evolution. That’s why we’re always expanding our course offerings, staying ahead of the curve in the ever-changing landscape of data analysis. But what truly sets us apart is our commitment to our members. We listen to you, understand your needs, and often select new course topics based on your requests. After all, our mission is to empower you with the knowledge and skills you need to thrive in your data journey.​

Sean Webster​

Sean Webster​

Founder | Mac 'n Cheese Media

"I can’t express how much of an impact Stockton has made on my Business. If you get an opportunity to work with him, you should definitely do that”​



Founder | Analytics Consultant

"I highly recommend [The Lab]. Whether you are a beginner, experienced marketer, or webmaster, you will find valuable information and insights that will help you.

JJ and Stockton are truly dedicated to helping their members succeed and it shows in everything they do from the lessons to membership calls. They also stay on top of the issues such as Google limiting access to some of their APIs.”​

Giacomo Galanti

Giacomo Galanti

Digital Analyst | Digital.Galanti

"I really like JJ and Stockton's way of going deep. I have collected many interesting ideas and new ways of doing some things compared to before, both on the GA4 and GTM side but also on other things such as ideas on strategies and tactics in Looker Studio. I really like the informal style and practicality of the guys. I also find the Slack channel dedicated to subscribers very interesting.”​

James Santiago

James Santiago

Agency | Ad Manager

"I freakin love these weekly updates!!!

Your confidence makes me confident I made the right choice to be a member of BTD!”​

Ahmad Kanani

Ahmad Kanani

Founder | Siavak

"I’ve found [The Lab] so unusually attractive as an offer (before joining) and so incredibly valuable as a program (after joining) that I’m genuinely happy to recommend it to anyone running a measurement-focused agency or freelance business who wants to stay top of the game.
I joined as a foundation member last year and can’t recommend it highly enough!"



Founder | VitalTechResults

"[The Lab] is the perfect online course platform for busy professionals who want to up their game. Whether you're a business executive, a stay-at-home mom, or just want to improve your productivity, their courses and resources will teach you the skills you need to achieve success.”​

Attention! The Lab might not be the perfect fit for everyone, and we genuinely want to ensure it’s the right choice for you BEFORE you decide to join. We value your time and wouldn’t want you to invest it unwisely. So, let’s get straight to the point…

Who The Lab is for

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Agency owners, consultants and in-house team members who want to elevate their tech setup and data skills.

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Existing data consultants or agency owners who want to expand their services.

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Data analysts who are new to the measurement marketing industry but are eager to learn, willing to invest time and energy to make their data dreams a reality.

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Action takers who aren’t just going to watch some training videos and never implement. You still need to do the work!

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Entrepreneurs who have an existing client base and want to better leverage their time and knowledge, whilst helping more clients, by offering data as a service.

Who The Lab is NOT for

Idea chasers - if you’re constantly chasing the next idea and never getting anything off the ground, this isn’t a fit for you.

Looking for a quick fix or not willing to dedicate time to learning data analysis. Mastering these skills takes time and effort.

Someone who is looking for a done for you solution. We offer async help & 1 live call a month. If you are looking for a done-for-you option, you are welcome to apply to work with us.

People expecting guaranteed results - we know what we teach works (because we’re doing it ourselves) but we can’t guarantee effortless results from following our advice. Technology can be tricky and capacious. You have to be ready to roll up your sleeves and bLend our recommendations to your tech stack and data questions.

It may seem odd, us attempting to discourage you from joining – but honestly, if The Lab isn’t the right fit, it won’t serve either of us well. We’re invested in your success (after all, you won’t stay if we’re not providing value, right?) – and that begins with ensuring The Lab is the right choice for you before you sign up.

Unlock your access to The Lab now!

If you’re ready to elevate your data analysis skills and deliver unmatched value to your clients by joining The Lab, simply select your Journey option below and click the button to embark on your adventure with us…

The Lab


15 months


All Courses

  • Foundations (i)
  • All Action Paths (i)

All Insider Calls (i)


Members only community

Monthly Live Calls

Dedicated Help

Open Support (i)

1:1 Direct Support

Dedicated Conversation Channel

x10 Team Members

The Lab For Teams



All Courses

  • Foundations (i)
  • All Action Paths (i)

All Insider Calls (i)


Members only community

Monthly Live Calls

Dedicated Help

Open Support (i)

1:1 Direct Support

Dedicated Conversation Channel

x10 Team Members

What others are saying about us

Sure, we’re confident in the value we provide – it’d be concerning if we weren’t!But don’t just rely on our word for it, take a look at this collection of praise and testimonials from our satisfied members…

Trina Kearney
Sean Webster
Fiona Smallwood
Irene Pollak
Tammy Martin

Frequently Asked Questions

So, you have questions? Let us try to answer those for you…

The sooner you begin, the quicker you’ll be able to leverage the game-changing power of GA4, Analytics Canvas, Big Query, and Looker Studio. Every day you wait is a day of untapped potential. Plus, the digital landscape is evolving rapidly; staying current is not only advantageous, it’s essential.

The beauty of this course lies in its efficiency. We recommend setting aside just three hours per week over a span of three weeks. That’s all the time you’ll need to dive deep into the material and emerge with a wealth of actionable knowledge. So, in less than a month, you’ll be all set and ready to take the data world by storm!

Success is an ongoing journey, not a final destination. With our individual courses and courses inside Better Than Data, we focus on fueling your continued growth. Whether you’re keen on refining your strategies, enhancing client communication, or aspiring towards loftier goals, we’ve got you covered. Our robust expertise, drawn from helping clients across diverse sectors in the data world, ensures you’ll find valuable insights to facilitate your growth trajectory. No matter how successful you are, there’s always room for enhancement, and that’s where we step in!

We’re all for questions and active participation. Whether you’re puzzled about a specific module or curious about an analytics concept, don’t hesitate to drop us an email. We’re committed to supporting you throughout this learning journey and will reply as swiftly as we can.

Moreover, when you sign up for Better Than Data, you’ll gain entry to our exclusive Slack community. Here, you’ll have the unique opportunity to interact directly with Stockton and JJ. They’ll be hosting regular training sessions and answering questions, offering you direct access to their wealth of expertise!

You get full access to the Analytics Canvas course (and all of the courses of Better Than Data, if you join us inside the membership) right away. No need to wait for certain modules to be released. You can dive in and start learning immediately. And don’t forget, we’re continually updating and adding new material, so your resource library will keep expanding.

While we do offer asynchronous help and a monthly live call for Better Than Data peeps, we don’t offer one-on-one assistance as part of this course. However, if you need personalized, live consulting, we do provide that service for an additional hourly rate.

While we can’t make guarantees as results vary greatly depending on individual circumstances and effort, our experience shows us that the knowledge you’ll gain has immense value. We’ve been doing this for a while and have consistently seen monthly returns in the range of $3k – $10k. Your investment in this course has the potential to yield significant rewards.

We strive to provide immense value in everything we do, and we take that commitment seriously. If you’re searching for an easy exit strategy, we may not be the right fit for you. We’re real people who work hard to ensure the quality and worth of our course. Our goal isn’t to take your money and run, but to deliver a learning experience that’s truly transformative. As of right now, noone has ever asked for a refund.

I you can’t find the information you need, don’t hesitate to
contact us. We’re here to assist you.