Client: National media publisher with multiple revenue streams
Role: Project Lead • Data Ops Coordinator • Strategic Systems Planner
Timeline: ~2 months
Stack: GA4, GTM, Custom Event Tracking, Multi-Site WordPress
🚨 The Problem
With Google Analytics Universal reaching end-of-life, the business needed to migrate to GA4—but had no clear goals, vague requirements, and a disconnected external vendor.
- The risk? A rushed, generic implementation that checked a box but delivered no value
- Multiple platforms, revenue models, and unclear data flows made alignment a mess
- Marketing and product teams risked losing visibility just when they needed it most
🧠 My Role
I led the entire analytics upgrade—bridging tech, product, and external vendors to deliver a scalable, insight-driven GA4 setup that unlocked real strategic value.
🔧 What I Delivered
- Ran cross-functional discovery to clarify tracking goals and map platform-specific metrics
- Implemented GA4 across all codebases with custom event tracking, tailored to native UI behavior
- Structured GTM logic to match GA4’s data model and business reporting needs
- Ensured compliance and best practices across platforms with external vendor coordination
- Designed for future-proofing—new platforms and features can be added with minimal effort
- Delivered detailed documentation for internal teams to maintain and evolve the setup
📈 Business Results
- Launched a robust, multi-platform GA4 system, aligned with core business units and content types
- Enabled audience segmentation and advanced campaign tracking, unlocking targeted performance improvements
- Delivered insights that improved user flow, content engagement, and campaign attribution
- Contributed to new campaigns and revenue streams, driven by better audience and funnel data
- Positioned the business with a scalable analytics infrastructure that grows with its roadmap
* * *
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