Problem: 

Sub-optimal utilization of customer and web analytics in decision making. This led to noticeable gaps in the digital advertising, UI/UX strategy and user performance across traffic and revenue metrics. 

Solution: 

·        GTM tagging in Google Tag Manager for all types of tags, triggers, andvariables 

·        Cross domain linking for iframes and subdomains 

·        A/B testing and campaign optimization using Google Optimize 

·        GTM tracking using Google Analytics 4, Facebook pixel 

          o    Event-based funnel tracking 

          o    Channel attribution modelling 

          o    Browser and server-side tracking using conversion API 

          o    Monitoring events match quality and ensuring dataaccuracy 

·        Building a data pipeline for automated reporting 

·        Data visualization on Google Data Studio and Mode Analytics 

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