Analytics Systems Specialist

Position Purpose:

The Analytics Systems Specialist is responsible for maintaining and optimizing the technical infrastructure that enables comprehensive marketing data collection across multiple digital platforms. This role serves as the technical steward of our marketing data ecosystem, ensuring accurate and reliable data flows from Facebook, Google Ads, and other marketing platforms through Google Tag Manager into our analytics and reporting systems. The specialist will work closely with marketing, analytics, and IT teams to troubleshoot tracking issues, implement new data collection requirements, and maintain data quality standards. This position is critical to enabling data-driven marketing decisions and ensuring compliance with privacy regulations while maximizing the value of our marketing technology investments.

Essential Duties:

• Maintain and manage Google Tag Manager configurations across all digital properties, including tags, triggers, variables, and data layers to ensure accurate marketing data collection.
• Monitor and troubleshoot tracking implementation issues across Facebook Pixel, Google Ads conversion tracking, Google Analytics, and other third-party marketing platforms.
• Collaborate with marketing teams to document tracking requirements, implement new conversion events, and ensure proper attribution across customer touchpoints.
• Conduct regular audits of marketing data collection systems to identify and resolve discrepancies, data quality issues, or tracking gaps.
• Maintain comprehensive documentation of tag configurations, tracking implementations, and troubleshooting procedures for knowledge continuity.
• Stay current with platform updates, privacy regulations (GDPR, CCPA), and cookie consent requirements to ensure compliant data collection practices.
• Coordinate with web development teams to implement data layer enhancements and resolve technical tracking issues.
• Support marketing reporting needs by ensuring data accuracy and availability for campaign performance analysis.
• Manage server-side tracking implementations and conversions API integrations as needed for improved data reliability.
• Develop and maintain IT-centric analytics reports tracking website and service uptime, load performance, and system reliability to support data-driven optimization and cross-team visibility.

Knowledge, Skills, and Abilities:

• Advanced proficiency with Google Tag Manager, including complex tag configurations, custom JavaScript variables, and data layer implementation.
• Strong understanding of Facebook Business Manager, Facebook Pixel, Conversions API, and Meta tracking technologies.
• Solid knowledge of Google Ads conversion tracking, remarketing tags, and Google Analytics (GA4) implementation.
• Experience with JavaScript, HTML, and CSS sufficient to troubleshoot and implement tracking code.
• Familiarity with browser developer tools for debugging tracking implementations and testing tag firing.
• Understanding of digital marketing concepts, including conversion funnels, attribution models, and campaign tracking parameters (UTM, etc.).
• Knowledge of data privacy regulations and their impact on marketing data collection practices.
• Experience with tag management debugging tools and browser extensions.
• Ability to work with APIs and understand server-side tracking methodologies.
• Proficiency with analytics platforms and data visualization tools for validating data accuracy.
• Working knowledge (or willingness to learn):
  • SQL and database querying
  • API data collection and analysis
  • Familiarity with website performance metrics (Core Web Vitals, CDN logs, etc.)
  • Basic knowledge of cloud platforms (AWS preferred), server logs, and monitoring tools (CloudWatch, Google Analytics, etc.)
• Experience with data visualization tools (e.g., PowerBI, Looker Studio, Tableau, etc.).
• Ability to work with technical teams and translate findings for non-technical stakeholders.
• Good verbal and written communication skills with the ability to translate technical concepts for non-technical stakeholders.
• Proven ability to manage multiple priorities and projects simultaneously in a fast-paced environment.
• Self-motivated with the ability to work independently and proactively identify optimization opportunities.
• Excellent analytical and problem-solving skills with meticulous attention to detail.