GA4 Lead Analyst

Role Overview

• This role owns and drives the digital and marketing analytics function across the organization. It is not a purely web analytics

or general data analyst position. The scope spans multiple digital platforms, marketing channels, and data sources, including

web analytics (GA4 or equivalent), advertising platforms, CRM systems, survey data, and other MarTech and AdTech tools.

• The Lead Analyst will extract, integrate, and analyze data from these sources to deliver actionable insights that improve

campaign performance, customer acquisition, and overall marketing ROI. The role requires close collaboration with product,

marketing, and data engineering teams to translate complex data into clear business recommendations.

What This Role Covers

• Working across GA4, Adobe Analytics, or equivalent web analytics platforms to track and analyze user behavior, site

performance, and conversion funnels.

• Querying and processing large-scale datasets using SQL and BigQuery (or similar cloud data warehouses), integrating data

from multiple marketing and business sources.

• Cleaning, merging, and normalizing data from disparate platforms such as CRM systems, paid ad platforms (Google Ads,

Meta Ads, etc.), email marketing tools, and survey platforms.

• Building and maintaining dashboards and reports in Looker Studio, Tableau, Power BI, or equivalent visualization tools.

• Analyzing campaign effectiveness across paid media, SEO, email, and other marketing channels using KPIs such as CTR,

CPA, ROI, LTV, and conversion rates.

• Running and validating A/B tests and applying basic statistical methods, including hypothesis testing and regression, to

support data-driven decision-making.

• Performing cross-channel attribution analysis to understand how different marketing touchpoints contribute to conversions

and revenue.

• Translating data findings into non-technical, actionable insights for marketing, product, and leadership stakeholders.

• Identifying trends, anomalies, and opportunities to drive strategic recommendations for campaign optimization and budget

allocation.

• Staying current with evolving MarTech and AdTech tools, data methodologies, and analytics best practices.

Must-Have Skills

• 3+ years of hands-on experience in digital marketing analytics or a hybrid marketing and data analytics role.

• Proficiency with web analytics platforms, specifically GA4 (Google Analytics 4). Adobe Analytics experience is a strong plus.

• Strong SQL skills with experience querying BigQuery or similar cloud databases. Ability to write optimized queries and handle

mid-to-large datasets.

• Demonstrated experience cleaning, merging, and normalizing data from multiple sources (CRM, ad platforms, surveys, and

web analytics).

• Experience building dashboards and visual reports in Looker Studio, Tableau, Power BI, or equivalent tools.

• Solid understanding of digital marketing performance metrics: CTR, CPA, CPC, ROI, LTV, ROAS, conversion rate, and their

connection to business objectives.

• Understanding of fundamental statistical concepts: hypothesis testing, confidence intervals, regression basics, and A/B test

design and validation.

• Ability to present complex data insights clearly and concisely to cross-functional, non-technical stakeholders.

• Strong critical-thinking and problem-solving skills, with the ability to identify trends, flag anomalies, and derive strategic

Recommendations.

Good to Have

• Experience with cross-channel attribution modeling and multi-touch attribution frameworks.

• Familiarity with Python or R for data analysis, automation, or advanced statistical modeling.

• Hands-on experience with tag management systems such as Google Tag Manager or Tealium and event tracking

implementation.

• Exposure to data pipeline or ETL workflows and understanding of how marketing data flows from source to warehouse.

• Experience working in an agency or client-side environment managing analytics for multiple brands or campaigns

simultaneously.

• Familiarity with CDPs, DMPs, or marketing automation platforms.

• Experience with SEO analytics tools such as SEMrush, Ahrefs, and Google Search Console in conjunction with broader

marketing performance analysis.

Red Flags

• Pure web analyst profile with no experience outside website data. This role requires working across multiple marketing data

sources, not just site analytics.

• No SQL experience or only surface-level familiarity. The role requires writing and optimizing queries on BigQuery-scale

datasets, not just running pre-built reports.

• Candidate who can build dashboards but cannot explain the business story behind the data. Visualization without insight is

not enough.

• General data analyst with no exposure to digital marketing platforms, campaign data, or marketing KPIs.

• Purely technical profile with no stakeholder communication experience. The role requires translating data into business

language for non-technical teams.

• Candidate with a task-execution mindset who waits for instructions rather than proactively identifying trends, anomalies, and

optimization opportunities.

• No familiarity with A/B testing or basic statistical validation. The role requires someone who can design tests and validate

findings, not just pull numbers.

Key Focus: A senior digital and marketing analytics professional who combines GA4, SQL/BigQuery, multi-source marketing

data, dashboarding, experimentation, attribution, and strong business communication