I identified and resolved Google Analytics misconfigurations, ensuring clean, accurate data flow while aligning LinkedIn ad tracking with business objectives. This optimization reduced reporting discrepancies by XX%, giving the firm a clearer view of campaign impact and customer journey insights.

Key Fixes & Improvements

✅ Data Integrity: Fixed GA misconfigurations and ensured event tracking fired correctly across key landing pages
✅ Ad Attribution: Synced LinkedIn campaign UTM parameters with GA reporting, improving multi-channel visibility
✅ Conversion Clarity: Streamlined lead tracking & audience segmentation, reducing mismatches in conversion counts
✅ Optimization Insights: Established a reliable data pipeline, allowing marketing teams to make data-driven ad optimizations

Impact & Results

•  XX% reduction in tracking discrepancies, improving marketing analytics confidence.

• Enhanced LinkedIn ad attribution, ensuring accurate cost-per-conversion reporting.

•  Improved cross-platform consistency, providing better insights into ad effectiveness and engagement trends.

I designed and implemented a comprehensive marketing funnel for a tech client, aligning digital performance metrics with strategic business objectives. This funnel provided a clear structure for measuring and optimizing customer engagement from initial awareness to revenue generation

Key Funnel Stages & Metrics

✅ Awareness: Focused on driving impressions and click-through rates (CTR) while optimizing digital viewability, social share of voice, and search impression share. Tracked Adobe page views and media video completions to gauge top-of-funnel effectiveness

✅ Engagement: Measured engaged visits, cost per engagement, and unique visitors. Implemented deeper performance insights, including average time spent, page depth, and bounce rate, to refine content strategies and UX enhancements

✅ Demand Generation: Prioritized MQLs and cost per MQL, optimizing conversion pathways. Secondary tracking included CTR and cost per digital inquiries, leveraging search/social CPPL (cost per pipeline lead) data for deeper attribution insights

✅ Marketing-Driven Pipeline: Evaluated ROAS and revenue impact, ensuring marketing efforts translated into closed-won revenue and pipeline efficiency

Impact & Results

• Improved lead quality and cost efficiency by refining engagement tracking and conversion optimization strategies

• Increased marketing attribution clarity with a structured approach to demand generation and pipeline measurement

• Enhanced multi-channel performance tracking, bridging digital analytics (Adobe) with paid media insights