Work · Case study · Analytics
Analytics & measurement system
Sample analytics case study: tracking stack, dashboards and insight-to-action loops.
AnalyticsPPCSEOLead Generation
Results
Sample dataSample12 / 12Event coverage (priority)
Sample9Tracking discrepancies resolved
Context
Overview
Documents how measurement work is framed: define events, implement cleanly, report for decisions, then close the loop with channel owners.
Business
Client / business context
Multi-channel marketer (sample) · SaaS / lead gen
The challenge
What was wrong
Teams disagreed on what a ‘lead’ was; channel reports could not be reconciled; optimization decisions were based on incomplete data.
Objectives
What success looked like
- Agree event taxonomy and lead definitions
- Implement GA4 + GTM with QA
- Ship decision-ready dashboards
- Create a weekly insight → action ritual
My role
What I personally owned
Analytics lead — taxonomy, implementation QA, dashboard design, stakeholder enablement.
Approach
Strategy
Start with decisions the business needs, reverse into events and dimensions, then build dashboards that answer those questions only.
The approach
How the work moved
Mapped funnel events, implemented via GTM, validated in DebugView / Tag Assistant, published Looker Studio views for SEO, PPC and site owners, and ran a weekly readout.
Analytics detail
Tracking stack
- GA4
- GTM
- Google Ads conversion tags
- Meta Pixel (sample)
Dashboards
- Acquisition overview
- Organic performance
- Paid efficiency
- Lead funnel
Insight → action
- High bounce on paid LP → message match test (sample)
- Organic landing drop-off → content refresh sprint (sample)
Stack
Tools & technologies
GA4GTMLooker StudioBigQuery (optional)
Evidence
Screenshots & evidence
Takeaways
Lessons learned
- Shared definitions beat more dashboards.
- Sample: every insight needs an owner and a next experiment.
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