Dominic Smith
“He has a vast knowledge and his skillsets would drive revenue growth in any business.”
Dominic Smith · Founder, Redleafdigital · LinkedIn recommendation (March 2021)
Conversions Matter is an independent digital analytics, measurement and experimentation consultancy. I help organisations work out what they can trust, what the evidence is really telling them and what they should do next.
Senior expertise. Direct involvement. No unnecessary agency layers.
They have analytics platforms, dashboards, reports, KPIs, research, experimentation tools and increasingly AI capable of analysing all of it.
The difficult part is knowing whether the evidence can be trusted, understanding what it actually means and turning it into a decision that improves something.
That's the gap Conversions Matter is designed to work in.
I don't start with the tool, dashboard or experiment. I start with the problem you're trying to solve and the decision you're trying to make.
Data, reports and dashboards are tools of the trade. They're not the trade itself.
When those disciplines sit in different silos, the hand-offs become the problem. Measurement collects things reporting doesn't need. Reports surface things nobody acts on. Analysts answer questions that aren't commercially important. Optimisation teams test ideas disconnected from the original business objective.
Bring them together and the evidence, analysis and action can move to the same beat, at the same cadence, towards the same destination.
Five fingers can do useful things. Make a fist and they're considerably more effective.
The advantage of working across measurement, analytics, reporting, insight and experimentation is that I don't have to throw the problem over a wall when it moves from one discipline into another.
The person helping define the objective can also challenge the KPI, interrogate the data, question the analysis and understand how the resulting idea should be tested.
There are fewer hand-offs, fewer competing interpretations and considerably less opportunity for the original problem to get lost somewhere between teams.
Tools change. Platforms change. The fundamentals of making a good decision from evidence don't change nearly as quickly.
Sometimes the question you've been asked to answer isn't the question the business actually needs answering. Getting that right comes first.
KPIs, reports, analysis and experiments should connect to something the organisation is genuinely trying to achieve.
A convincing dashboard is still useless if the measurement behind it is wrong. Confidence starts with knowing what can and can't be trusted.
Numbers don't move in isolation. Customers, competitors, commercial realities, technical constraints and the wider environment all matter.
Reporting what happened is useful. Explaining why it may have happened and what we should do next is where analytics starts creating value.
I work with teams, not around them. The aim is to leave better frameworks, stronger thinking and more capability behind.
I'm Amrdeep “Ammo” Athwal, founder of Conversions Matter.
I've spent more than 19 years working across digital analytics, measurement, experimentation and optimisation, helping organisations understand performance and make better decisions from the evidence available to them.
That has included commercial organisations, government departments and public services, from measurement and reporting frameworks through to experimentation programmes and optimisation.
I've also spoken about analytics, CRO and experimentation for more than a decade at conferences, podcasts and events including Conversion Hotel, MeasureFest / brightonSEO, Experimentation Elite, MeasureCamp and Experiment Nation.
Speaking & appearances →Some of the ways I work have become frameworks and tools that teams can use for themselves.
A practical way to challenge whether the measurement behind analytics and reporting can actually be trusted before it influences a decision.
Take the free Measurement Trust Check →Six practical checks for using AI responsibly in analytics, CRO and experimentation: Sourced, Private, Inclusive, Disclosed, Evaluated and Reversible.
Explore the S.P.I.D.E.R. Framework →Career
I started as a junior data technician at a direct marketing company in Peterborough, working with email and direct-mail campaigns. I later became a web marketing analyst at a digital marketing agency in Leeds, where my work expanded into conversion optimisation.
I began working with digital data, building the measurement and analysis experience that underpins my consultancy today.
I established Conversions Matter as my independent consultancy, bringing measurement, analytics and experimentation together.
My work has included Farnell, Eurostar, HMRC and the NHS, alongside other commercial organisations and public services.
I moved into experimentation in 2012 and have since built governed programmes and led international optimisation.
My approach joins the full chain: Measure → Trust → Understand → Experiment → Improve.
A colleague recommendation
“He has a vast knowledge and his skillsets would drive revenue growth in any business.”
Dominic Smith · Founder, Redleafdigital · LinkedIn recommendation (March 2021)
Press and appearances
Selected independent sources covering speaking and practitioner contributions.
Methodology and recognition
The £500m+ annualised experimental value is the sum of annualised incremental commercial values estimated from measured experiment uplifts across engagements. It is not £500m of cumulative realised revenue. The portfolio total has not been adjusted for possible overlap between experiments, performance decay or differences between projected and realised outcomes.
Recognition: Best Digital Consultancy, Leeds, Northern Enterprise Awards 2025 and 2026.
That's usually where I can be most useful. Tell me what you're trying to understand, improve or prove.
Get in touch →