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Lukas Grebe

Lukas Grebe

Analytics & data governance lead.
Turning data into decisions since 2008.

I make data trustworthy enough to decide on. For 18 years I have designed tracking and data models, built and led analytics teams, and set up the governance that keeps an implementation correct long after launch. I work from Cologne, Germany.

What I do

Data governance
Measurement plans, documentation and clear ownership that keep an analytics implementation in its intended state.
Analytics implementation
GA4 data models, server-side tagging, consent management and platform migrations.
Experimentation & CRO
A/B testing programmes and conversion optimisation, run with in-house teams and agencies.
Data literacy & teams
Training and internal certification, and building and leading analytics teams.
Systems & IoT
Hands-on with Home Assistant, MQTT, KNX, eBus and energy metering, down to packet-level network analysis.
AI agents
Building an MCP server that gives AI agents structured access to a knowledge system; previously built a Langdock agent that works with Confluence documentation.

Selected work

  • Led the migration to Google Analytics 4 for a national non-profit, with a new organisation-wide data model, server-side tracking and consent management taken from legal review to production.
  • Supported the global analytics team of METRO, the world’s fourth-largest retailer, across 26 countries and 30+ internal client teams after its move from Adobe to Google Analytics; built tooling to document and manage 100+ analytics properties.
  • Verified the tagging standard across the country setups of Douglas and cut verification time from two days to under 20 minutes per country.
  • Built and led the business intelligence team at Chefkoch, Europe’s widest-reaching food website.

Full history in the CV.

Speaking

  • 2026 · GA Summit, Milan · Analytics governance and knowledge systems
  • Earlier at eMetrics Summit Berlin, Analytics Summit Hamburg and Digital Analytics Hub London. All talks

Notes

I keep public notes on digital analytics, published as they mature.

Contact

For talks, workshops and advisory work: lukas@grebe.me. Based in Cologne, Germany; working in German and English.