Senior Web Analytics & CRO Specialist

About This Role

This is a hands-on, implementation-focused role for a specialist who can ensure that customer interactions are accurately tracked, analytics implementations are reliable, and behavioral insights translate into measurable improvements in conversion and digital experience. You will take ownership of analytics instrumentation, GA4 and Google Tag Manager implementation, data-layer specifications, tracking quality assurance, journey diagnostics, and experimentation measurement. Working closely with Product, UX, Engineering, and external technology partners, you will help identify customer friction, investigate tracking discrepancies, and improve the performance of critical transactional journeys.

Responsibilities

• Implement, configure, audit, and troubleshoot Google Analytics 4 (GA4) and Google Tag Manager (GTM), including tags, triggers, events, parameters, and conversion events
• Own tracking plans, event taxonomies, naming conventions, data-layer requirements, and QA checklists
• Ensure accurate measurement across the complete customer journey, including landing pages, registration, qualification, quotation, checkout, payment, and completed purchase
• Validate browser-side, cross-domain, consent-aware, and, where appropriate, server-side tracking implementations
• Use GTM Preview, GA4 DebugView, browser developer tools, and transaction-level reconciliation to identify missing, duplicated, incorrectly attributed, or inconsistent events
• Conduct release regression testing to maintain tracking accuracy as digital journeys and applications evolve
• Configure and analyze behavioral analytics tools such as Hotjar, Microsoft Clarity, FullStory, Contentsquare, or equivalent platforms
• Use session recordings, heatmaps, feedback signals, funnel analysis, and segmentation to identify abandonment points and usability friction
• Distinguish genuine customer experience issues from analytics instrumentation defects
• Translate findings into prioritized, actionable recommendations for Product, UX, and Engineering teams
• Apply appropriate privacy safeguards and masking to protect sensitive customer information
• Develop evidence-based hypotheses and measurement plans for A/B tests and other controlled experiments
• Support experiment implementation, targeting, QA, success metrics, guardrail metrics, and interpretation of results
• Work with experimentation platforms such as VWO, Optimizely, AB Tasty, or equivalent solutions
• Consider sample-size requirements and statistical reliability when evaluating test outcomes
• Maintain a prioritized CRO opportunity backlog and validate the impact of changes after release
• Collaborate with Product and UX stakeholders to turn behavioral insights into measurable improvements
• Establish tracking standards, UTM governance, acquisition-source measurement, and conversion tracking quality controls