By rebuilding the analytics architecture using GA4 and Google Tag Manager, I enabled more accurate event tracking and funnel visibility—giving the UX team the behavioral insights needed to optimize conversion paths and identify high-friction points across key pages.
While at Clif Bar, I led the full migration to Google Analytics 4 (GA4) and completely restructured our Google Tag Manager (GTM) setup across multiple domains. I owned all aspects of website data collection and collaborated weekly with the development team to ensure accurate, actionable tracking.
My focus was on turning complex data into clear insights that shaped smarter design and development decisions. I managed all user engagement and e-commerce conversion tagging, built both standard and visualized reports, and created scalable processes using GA4, GTM, and Looker Studio. This fusion of data analytics with UX strategy helped optimize user engagement and drive meaningful product improvements across our digital ecosystem.
Built and managed a wide range of standard and visualized reports, including campaign, brand quarterly, and navigation reports, delivering actionable insights to stakeholders.
Results at a Glance
- Improved Data Accuracy
Cleaned legacy tags & ensured consistent event tracking across all properties. - Conversion Visibility
Unlocked insights into user behavior across key CTAs and drop-off points. - Ready for Testing
Established a reliable data base for UX A/B experiments. - Cross-Team Enablement
Helped non-technical teams access and act on analytics insights. - Privacy-Ready & Scalable
GA4 structure aligned with future compliance and performance tracking.
This project shows how thoughtful analytics architecture can unlock powerful UX and CRO outcomes. Want to explore how I can help your team do the same?
