The person behind the field.
DarkField Analytics is Marcus Lagerstorm — an analytics engineer based in Sweden who got tired of watching good stores make big decisions on bad data.
Why DarkField exists
Every mid-size store runs on the same broken setup: GA4 says one thing, the ad platforms say another, the store backend says a third — and the honest answer to “which is right?” is none of them. The tools weren't built to agree. They were built to sell themselves.
DarkField started from the engineering side of that problem: building server-side tracking, engagement-scoring engines and unified warehouses for real Swedish ecommerce stores — systems that score every shopper on dozens of behavioural signals and feed cleaner decisions back into ads, email and the site itself.
The name is the method. In darkfield microscopy you don't shine light straight at the specimen — you light it from the side, and structures invisible under direct light suddenly glow. Data works the same way: stare at one dashboard and you see what it wants to show you. Join every source into one field and light it obliquely, and the patterns appear.
Marcus Lagerstorm
Founder · analytics engineering, engagement scoring, Google-stack data infrastructure (GA4, GTM, BigQuery, Google Ads).
Sweden · works in Swedish & English
Four principles, no exceptions.
Look where the light scatters
Darkfield microscopy reveals what direct light can't: you light the specimen from the side, and invisible structure glows against the black. That's the method here — the finding is never in the dashboard you're staring at; it's in the overlap between sources nobody joined together.
Actions, not dashboards
A metric that doesn't end in a decision is decoration. Every analysis ships as a ranked list of changes with expected numbers — and gets scored against reality the following month, hits and misses both.
Your data stays yours
The warehouse lives in your Google Cloud, personal data is encrypted before it lands, and if we part ways you keep everything. Doing analytics properly and doing it ethically are the same discipline.
Few clients, deep work
At most three new clients per quarter. Not a scarcity gimmick — a monthly analysis that's actually read, questioned and acted on takes real attention, and attention doesn't scale.
Talk to the person who'll do the work.
No account managers, no hand-offs — the Fit Call is with me, and so is everything after it.