David Gonzales

David spent his early career as a Senior Accountant and started building websites for nonprofits alongside it. The two had more in common than they looked. Both come down to the same question: can the numbers in front of you be trusted?

The nonprofits were the ones who showed him what that question was worth. Small teams, tight budgets, nobody spare to chase a reporting problem — and real decisions riding on it. Which appeal to run again, which programme to fund, which channel to keep paying for. All of it argued from numbers nobody had ever checked.

He founded Vizionality in 2019 and left accounting for good, growing it into a data analytics and revenue operations company. The work moved from building the site to answering the question the site kept raising: which of this is actually working, and how would anyone know? In practice that means GA4 and Tag Manager, conversion tracking that survives a platform change, collection moved server-side, and dashboards a board can read without a translator.

Nonprofits never left the client list. Code Nation had analytics that had never been switched on. Dirty Freehub was using about a tenth of its Google Ad Grant. Both fixes started the same way — establish what was actually being recorded before changing anything — because you cannot improve a number you cannot yet trust.

The accounting years are why the work looks the way it does. A ledger that does not reconcile is not a matter of opinion, and neither is a donation that never reached your analytics. He writes here for the same reason: most measurement problems are not exotic, and the people living with them deserve to be able to name what is wrong.