While working in-house at Clif Bar, I led a full rebuild of our Google Tag Manager (GTM) implementation to address long-standing issues with tracking consistency and data reliability. The existing setup had grown bloated and unstable over time, limiting our ability to capture accurate behavioral insights or support testing efforts. This work laid the foundation for my team and me to make faster, more confident UX decisions.

The Problem

Clif Bar’s digital properties had accumulated years of inconsistent tagging practices—resulting in:

• Duplicate and outdated tags cluttering the GTM container

• Conflicting data layer configurations across pages and campaigns

• Limited visibility into key user interactions and conversion events

• Frustration across teams due to unreliable or incomplete data

The lack of a scalable structure made collaboration difficult and hindered UX improvements, A/B testing, and marketing performance tracking.

The Solution

I led a complete audit and re-architecture of the GTM container, including:

• Tag Inventory & Cleanup: Identified redundant and outdated tags; removed unnecessary scripts to reduce noise and improve page performance.

• GTM Structure Redesign: Implemented a modular container system with naming conventions, versioning standards, and documentation for long-term scalability.

• Cross-Team Alignment: Coordinated with dev, UX, and marketing teams to ensure tagging priorities matched business goals.

• Tracking Enhancements: Enabled reliable event tracking across key interactions, including CTAs, navigation, forms, and conversion flows.

Results at a Glance (Clif Bar)

• Streamlined Tag Management
  Reduced tag clutter and improved maintainability, making changes faster and safer.

• Improved UX & Conversion Tracking
  Enabled more consistent capture of high-value user behaviors and funnel drop-offs.

• Faster Marketing Ops
  Empowered non-technical teams with cleaner, more trustworthy data to optimize campaigns.

• Foundation for Future Growth
  Created a GTM system ready for GA4, experimentation, and evolving privacy standards.

Is legacy tag clutter blocking your ability to measure and optimize your digital experience?

Let’s talk about how I can help your team clean up its tracking, improve UX visibility, and build an analytics foundation for growth.