While leading digital analytics efforts in-house at Clif Bar, I oversaw the migration to Google Analytics 4 (GA4) and led a full rebuild of our Google Tag Manager (GTM) implementation. The goal was to deliver accurate, actionable data across multiple digital properties to support smarter UX decisions, reliable conversion tracking, and scalable experimentation.
Project Overview
At the time, our analytics setup was outdated and fragmented—creating blind spots in user behavior and making it difficult to measure key interactions. I led the technical strategy and execution of the GA4 migration, ensuring that our new data structure aligned with evolving marketing and UX needs.
Working cross-functionally with our internal marketing, design, and engineering teams, I:
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Audited and cleaned up legacy tracking tags to eliminate redundancies
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Designed a modular GTM container structure for maintainability and governance
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Implemented GA4 event tracking aligned with business goals and UX flows
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Enabled enhanced measurement for high-value actions and user journeys
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Ensured campaign data and funnel insights were accessible to stakeholders
The work created a stable foundation allowing the team to make data-backed design decisions, conduct meaningful A/B tests, and support future growth initiatives with confidence.
Results at a Glance (Clif Bar)
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Improved Data Accuracy
Consolidated and cleaned tracking across domains, eliminating redundant and broken tags. -
Enabled Conversion Insights
Captured custom events that revealed key user behaviors and drop-off points in core flows. -
Accelerated Testing Readiness
Delivered a GA4 + GTM setup optimized for A/B and multivariate testing initiatives. -
Empowered Cross-Team Access
Made performance data more accessible for design, development, and marketing teams. -
Future-Proofed Analytics
Ensured GA4 compliance and scalability aligned with privacy best practices and business growth.
Looking for a UX partner who connects data with design—and delivers systems that power real business results?
Let’s talk about how I can help you optimize your analytics stack for smarter, faster UX and conversion decisions.
