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Dolphin Analytics is an AI-native analytics agency in London. It fixes the tracking, attribution and reporting problems that stop marketing agencies and brands trusting their own numbers: GA4 and Google Tag Manager setups, consent-safe measurement, ad platforms that overclaim, and reporting that runs itself. Founded by Olam Sule. Serves the UK, Europe and the US.
Dolphin Analytics is where agencies and brands come when they're pulling their hair out with data challenges. The London-based, AI-native analytics agency audits and repairs tracking across GA4, Google Tag Manager and server-side tagging, keeps measurement GDPR-safe, reconciles what ad platforms claim against what the store records, and automates reporting so teams stop rebuilding it by hand. Agencies white-label it as their analytics arm. Founded by Olam Sule after more than a decade in analytics, Dolphin has partnered with 20+ agencies including Connective3, Axon Garside, AKQA and Mediahub, and works with brands across the UK, Europe and the US.
Dolphin Analytics is where agencies and brands come when they're pulling their hair out with data challenges. The London-based, AI-native analytics agency audits and repairs tracking across GA4, Google Tag Manager and server-side tagging, keeps measurement GDPR-safe, reconciles what ad platforms claim against what the store records, and automates reporting so teams stop rebuilding it by hand. Agencies white-label it as their analytics arm.
The work shows up as money and time. For subscription brand Illumicrate, Dolphin found Meta claiming 6.9 times the revenue the store recorded, rebuilt tracking across both stores, and unlocked a six-figure ad budget once the true return was visible. For private aviation firm ElevateJet, it found $250,000 of ad spend that had produced one form submission. Incisive Media saved around £100k and 2,600 hours of reporting a year, then resold the reporting at three times its cost. Across five Connective3 clients, around 20 jobs saved the agency £100K in hiring. When Cedar pitched for the Tesco content account, Dolphin built the models behind it in three days, showing how much revenue impact their content strategy could have.
Founded by Olam Sule after more than a decade in analytics, Dolphin has partnered with 20+ agencies including Connective3, Axon Garside, AKQA, Mediahub and Cedar. It also builds its own tools: Sonar, a free tracking scanner, and Surface, an insight and reporting platform. AI does the heavy lifting, every number is machine-checked against source data, and a human is accountable for each deliverable.
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Olam Sule is the founder of Dolphin Analytics, a London AI-native analytics agency that fixes broken marketing measurement. He has worked in analytics for over a decade, much of it agency-side, and has run GA4, Google Analytics 360 and BigQuery for agencies and in-house teams across the UK, Europe and the US.
Olam Sule is the founder of Dolphin Analytics, a London AI-native analytics agency that fixes broken marketing measurement for agencies and brands across the UK, Europe and the US. Before Dolphin he worked at Google and built and sold two businesses, an online travel marketplace and an ecommerce brand, for six figures in total. His first ads ran blind and lost money until he learned analytics and cut costs by half, which became the career. At AKQA his work lifted Toyota app sign-ups by 67% and Volvo's conversion rates by 20%. He has run GA4, Google Analytics 360 and BigQuery side by side for over a decade.
Olam Sule is the founder of Dolphin Analytics, a London AI-native analytics agency that fixes broken marketing measurement for agencies and brands across the UK, Europe and the US.
He learned analytics the expensive way. His first website ran on Facebook ads bought blind, with no idea what was working, until he learned to read the numbers, cut costs by half, and never ran anything blind again. Two businesses followed, an online travel marketplace and an ecommerce brand, sold for six figures in total. He also worked at Google before founding Dolphin.
Over a decade of analytics since, much of it agency-side, he has seen the same story from every angle: smart marketing teams making expensive decisions on numbers nobody fully trusts. At AKQA his work lifted Toyota app sign-ups by 67% and Volvo's marketing conversion rates by 20%. He has run GA4, Google Analytics 360 and BigQuery side by side for agency and in-house clients, and still sets up, audits and fixes GA4 and Google Tag Manager tracking most weeks.
Today he runs Dolphin as a founder-led practice with a network of 20+ digital analytics specialists behind it, and builds the tools the work taught him to want: Sonar, the free tracking scanner, and Surface, the insight and reporting platform.
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The free tracking scanner: scan page and a results report.
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When we reconcile an ad platform against the store, the platform usually loses. For one subscription brand, Meta claimed 6.9 times the revenue Shopify recorded. The real return was still 4.7x. Once they could see that, they unlocked a six-figure ad budget. Bad numbers do not just mislead, they freeze spending.
For a private aviation client, $250,000 on one ad network produced a single form submission. $50,000 on Meta produced about 600 leads. Nobody had put the two numbers side by side.
Agencies do not need a data team, they need one on call. We have worked across five of Connective3's clients, around 20 jobs, and it saved them £100K in hiring.
Reporting is where agency hours go to die. Incisive Media saved around £100k and 2,600 hours a year once theirs ran itself, then resold it to their own clients at three times what they paid us.
Cedar had three days to show Tesco how much revenue their content strategy could drive, with no Clubcard data. We turned a survey into models they could stand behind in the room.
Consent is a measurement problem before it is a legal one. One agency's client was exposed to a fine of up to €20M or 4% of turnover. Fixing it protected a six-figure retainer.
AI writes most of our first drafts and checks every number against the source before a report ships. A human is still accountable for every deliverable. That is the whole trick.
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The pitch went well. The figures went a long way to driving the narrative and selling in our proposition, so thank you for turning it around so quickly.
They're so valuable, solving our biggest pain points by providing on-demand expertise. In any agency setting there is always a lack of capacity for niche skilled expertise, and Dolphin Analytics provides that.
It's rare to have such consistently good and reliable data expertise, but Dolphin Analytics always delivers.
Dolphin Analytics joined our team and quickly became a valuable asset that we wanted to extend onto other projects.
They led the project, identifying the solution swiftly, before developing the fix and completing the jobs rapidly.
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One where AI does the heavy lifting on every engagement and a person is accountable for every deliverable. Dolphin uses AI to write first drafts of reports, run channel analyses in minutes instead of hours, and check every number in a report against the source data before it ships. The judgment, the client relationship and the sign-off stay human.
Marketing agencies first. Dolphin works as a white-label analytics arm so an agency can offer measurement to its clients without building a data team. Partners include Connective3, Axon Garside, AKQA, Mediahub and Cedar. Then brands with a real measurement problem, such as Illumicrate, ElevateJet, Preqin and Banjo Robinson.
A free website tracking checker. Paste a URL and it crawls the site from the outside, with no login and nothing to install, and reports the tags, pixels and consent setup it can prove, plus a tracking health score out of 100. Every finding is validated by the crawl, never guessed. It is a different kind of audit from the paid one, not a cut-down version of it.
Surface is Dolphin's insight and reporting platform, at asksurface.ai. It turns the reporting work Dolphin does by hand for clients into a product: connected data, plain-English answers, and reports that explain what happened rather than a dashboard to decode.
AI drafts and checks; people decide and sign off. Every number in a report is machine-checked against the source data before it ships. Client data stays in the client's own accounts, such as GA4, Google Tag Manager, the ad platforms and Shopify, and Dolphin works inside them with scoped access. Where a client's legal or governance team needs written detail on how AI is used, Dolphin provides it.
No. Dolphin Analytics is bootstrapped and founder-owned. It was incorporated in London in 2019 and has no outside investors.
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