CALSTART - Web Analyst
Requirements
• Data Collection & Strategy: Serve as the primary subject matter expert for web analytics, advising on best practices for data collection and measurement strategies across all active websites. • Design, implement, and maintain custom events, variables, and triggers within Google Tag Manager (GTM) to capture granular user interactions (e.g., button clicks, form submissions, video plays). • Work with the web development team to define and implement a robust data layer that provides clean, consistent data for GTM. • Define, manage, and enforce standards for UTM campaign codes across all marketing channels to ensure accurate source and campaign attribution. • Reporting & Analysis: Build and maintain custom reports and dashboards in Google Analytics (GA4) and other reporting tools (e.g., Tableau, Google Looker Studio) to monitor key performance indicators (KPIs) such as traffic, user engagement, conversion rates, and donor behavior. • Conduct in-depth analysis to identify trends, opportunities, and issues in user behavior and website performance. • Translate complex data into clear, compelling, and actionable insights for marketing, leadership, and program teams. • Data Integration & Architecture: Work cross-functionally to ensure a 360-degree view of customer data, including seamless data flow between websites, Salesforce, Tableau, Google Analytics, and other third-party platforms to track offline conversions and full user journeys. • Stay current with industry trends and changes in web analytics, including updates to GA4, GTM, and privacy regulations (e.g., GDPR, CCPA). • A Bachelor's degree in a quantitative field (e.g., Marketing, Statistics, Computer Science) or equivalent professional experience, and 3+ years of experience in a web analyst or similar role, with a strong focus on data measurement and analysis. • Demonstrated expertise in Google Analytics (GA4 is a must) and Google Tag Manager (GTM). • Strong analytical and problem-solving skills, with a natural curiosity to learn and draw meaningful conclusions from data. • Excellent communication skills, with the ability to present complex data and insights to both technical and non-technical stakeholders. • Experience in clean transportation technology industry or nonprofits. • Experience with WordPress CMS. • Understanding of HTML, CSS, and JavaScript for GTM implementation is highly desirable. • Experience in integrating web data with third-party platforms, such as a CRM (e.g. Salesforce) and/or a data warehouse/lake environment. • Experience with heat mapping tools (e.g. FullStory, Microsoft Clarity).
Responsibilities
• Data Collection & Strategy: Serve as the primary subject matter expert for web analytics, advising on best practices for data collection and measurement strategies across all active websites. • Design, implement, and maintain custom events, variables, and triggers within Google Tag Manager (GTM) to capture granular user interactions (e.g., button clicks, form submissions, video plays). • Work with the web development team to define and implement a robust data layer that provides clean, consistent data for GTM. • Define, manage, and enforce standards for UTM campaign codes across all marketing channels to ensure accurate source and campaign attribution. • Reporting & Analysis: Build and maintain custom reports and dashboards in Google Analytics (GA4) and other reporting tools (e.g., Tableau, Google Looker Studio) to monitor key performance indicators (KPIs) such as traffic, user engagement, conversion rates, and donor behavior. • Conduct in-depth analysis to identify trends, opportunities, and issues in user behavior and website performance. • Translate complex data into clear, compelling, and actionable insights for marketing, leadership, and program teams. • Data Integration & Architecture: Work cross-functionally to ensure a 360-degree view of customer data, including seamless data flow between websites, Salesforce, Tableau, Google Analytics, and other third-party platforms to track offline conversions and full user journeys. • Stay current with industry trends and changes in web analytics, including updates to GA4, GTM, and privacy regulations (e.g., GDPR, CCPA).
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